communication – Page 59 – SafetyAtWorkBlog

Gillard’s plans for new OHS agency – response

It was predictable for the Opposition party to accuse Julia Gillard of arrogance for bypassing the Parliamentary process. Senator Eric Abetz wrote to the letters page of AFR on 21 January 2009, the text of the letter is below (although there were slight changes in the published version)

“It is highly arrogant and misleading for Workplace Relations Minister Julia Gillard to blame the so-called “intransigent” Senate and the Opposition for the delay in implementing harmonised OH&S laws (‘Gillard defies Senate on work safety”, 20th January 2009).

As the Shadow Minister who dealt with the issue in the Senate, I know that the facts of the matter are that what you might regard as an unlikely alliance of the Coalition, Family First, the Greens, Senator Xenophon, the ACCI and the ACTU (yes, even the ACTU) all agreed that the amendments proposed and passed by the Senate were necessary.

Unfortunately, our offer to meet with Ms Gillard to negotiate a way forward on this matter was rejected by a Minister who apparently thinks “it’s my way or the highway”. It is indicative of the disregard that the Rudd Government shows for the Parliament and the Senate is that it is now seeking to circumvent it on this important matter.”

The risk from the Gillard strategy is that once the process is completed the regulatory agency will forever be accused of being illegitimate, or a political ideological construct, having not undergone due process through Parliament. The Labor government needs to look beyond political expediency to construct a national OHS regulatory body of which noone can object.

Comment continues to be sought from the labour movement and opposition political parties.

Kevin Jones

Safety promotion needs backup

WorkSafe Victoria has had considerable advertising success by focusing on the social impact of workplace injuries and death. In the newspapers and television over Christmas 2008, WorkSafe ads, like the billboard above, were on high rotation but, after the high number of workplace fatalities in January 2009, the strategy must be needing a review.

In terms of OHS promotion generally, branding and awareness strategies are valid however, when the messages of the strategies continue to be ignored, alternatives need to be developed. The fatality figures imply that family is “the most important reason for safety” but only for a short time or in limited circumstances. When you return to work the work environment or your approach to the work tasks are worse than before Christmas.

The reality of advertising is that it is often cheaper to raise awareness than change the behaviour of clients, in terms of OHS, this would be both the workers and the employers. Raising safety as a business priority requires considerably legwork by regulators on-site and through industry associations. Few OHS authorities around the world seem to be applying hands-on approaches to the extent required.

Part of the reason is that trade unions used to be the shopfloor safety police, as anticipated by Robens in the early 1970s, but trade union membership is at record low levels. The deficiency in the safety profile on the shopfloor or at the office watercooler is not being picked up by the employers.

Media campaigns are the public face of safety promotion but they should not be a veneer. Regulators need to provide more information on the alternative strategies they already employ, or plan to introduce, so that promotion is not seen as an end in itself.

Direct business and CEO visits have been used in the past but given up because these were short term initiatives. In Victoria, high level visits by regulators to CEOs, board members and directors had a considerable impact in the 1990s but there was no follow-up strategy to maintain that profile. Ten years on there are a new set of senior managers who could do with a bit of prodding.

Kevin Jones

Workplace Choirs

As workplaces approach the winter break or Christmas, there will be in increase in communal singing. One Australian has started to establish workplace choirs.

Tania de Jong makes some good arguments about the benefits of greater worker contact and understanding through communal singing. It sounds logical and I am sure there is evidence to show positive benefits, just as there is to show the stress management benefits of laughing.

There are parallels everywhere with this not-wholly-original concept and one I am reminded of is the Fortune Battle of the Corporate Bands. (Maybe the economic downturn will cause an increase in trios and duets)

I foresee lots of niggly problems such as the singing of religious songs during Christmas, and singing ironic songs that obliquely criticise corporate strategies and performances. I can think of many and ask that SafetyAtWorkBlog readers suggest others through comments below.

Suggestions already include

Money, Money, Money – ABBA

I Wanna Be a Boss – Stan Ridgway

Nine to Five – Dolly Parton

Kevin Jones

OHS advertising

WorkSafe Victoria is marketing well by tweaking their OHS advertising messages to fit the economic or seasonal requirements of workers and workplaces. In mid-December 2008, the “Homecoming” ads have been updated to provide a more obvious link to people working during the holiday season.

John Merritt, CEO of WorkSafe, tries to link their two ongoing campaigns – Homecomings and young people at work in the media statement that accompanies the TV release of the ads. He said, on 15 December 2008,

“Employers at this time of year need to take exceptional care to ensure their people are properly trained, supervised and working in a safe way.

“This is particularly true of industries where there are many people taking jobs straight from school or university.

“With the working environment to become more frantic in the next couple of weeks, now is the time to ensure every workplace has the systems and procedures in place to minimise risk.”

This is true but does not seem to fit the media scheduling. The television ads began airing this week but

“The campaign will also run on radio, be shown on outdoor billboards and in cinemas from Boxing Day”

It seems odd to stagger the campaign through the first half of the summer break when the people taking on seasonal jobs, particularly in retail, are starting work prior to Christmas.

Also, previous campaigns aimed at young people have been criticised by some who say that television is not necessarily the best medium to communicate with the target age group. Others see the ad as advocating the wrong approach

John Merritt mentions in his statement above that now is the time for reviewing and updating safety systems and procedures. It could be argued that, in a practical sense, this is unlikely to occur so close to Christmas, when companies are winding down or operating frantically to beat the Christmas deadlines.

Many school leavers began their new, and first jobs, throughout November. This would have been the time when safety inductions were conducted and any other training provided.

The campaign certainly has considerable value and it is heartening that WorkSafe has committed to keeping the Homecoming campaign fresh but occasionally the communication strategy seems to hiccup.

For this posting, SafetyAtWorkBlog contacted WorkSafe to include a copy of the ad in this blog and other online OHS publications. This option wasn’t available at the time 0f posting and the video has yet to appear on YouTube. The posting will be updated when video is available.

Kevin Jones

Category: communication

Gillard’s plans for new OHS agency – response

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Workplace Choirs

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