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Preventing falls in residential construction: Effectiveness of engaging partners for a national social marketing campaign
Author(s) -
Macario Everly,
Han Sandra Wills,
Baker Robin,
Branche Christine M.,
Trahan Christina
Publication year - 2015
Publication title -
american journal of industrial medicine
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.7
H-Index - 104
eISSN - 1097-0274
pISSN - 0271-3586
DOI - 10.1002/ajim.22458
Subject(s) - social marketing , general partnership , public relations , government (linguistics) , medicine , leverage (statistics) , baseline (sea) , public engagement , marketing , social engagement , business , political science , linguistics , philosophy , finance , machine learning , computer science , law
Background Falls are the leading cause of fatalities in construction. The Safety Pays, Falls Cost campaign aims to prevent falls in residential construction. A critical component of our social marketing approach was to involve 70 partners in reaching target audiences. Methods We assessed partner engagement April 2012–August 2013 through: (1) baseline partnership quality interviews (eight partners); (2) pre‐/post‐partner “market” readiness in‐depth interviews (three partners); (3) a pre‐/post‐ (29/31 partners) online partner engagement survey; and (4) standardized metrics to measure partner activity. Results We found a high level of interest and engagement that increased with the addition of prompting to action through regular communication and new resources from organizers and formation of local partnerships that were able to tailor their activities to their own communities or regions. Conclusion It is feasible to leverage government‐labor‐management partnerships that enjoy trust among target audiences to widely disseminate campaign materials and messages. Am. J. Ind. Med. 58:809–823, 2015. © 2015 Wiley Periodicals, Inc.