California s Heat Campaign: Using Social Marketing Methods to Improve Working Conditions

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1 California s Heat Campaign: Using Social Marketing Methods to Improve Working Conditions Suzanne Teran, MPH Labor Occupational Health Program UC Berkeley

2 Strategy Social marketing - benefits and costs to target audience - message development - strategies and formats - environmental context

3

4

5 Heat Campaign

6 Partners Cal/OSHA Underground Advertising Mob Media UCLA Labor Occupational Safety and Health Program UC Davis Western Center for Agricultural Health and Safety Funded by the California Department of Industrial Relations.

7 California s Heat Law Water Shade and rest Training Emergency Plan

8 Focus Groups Agriculture Construction/Landscape Spanish speakers Mixteco Construction Farm Labor Contractors Hmong farmers Gardeners Punjabi

9 Message development EVERYONE WORKS FOR THE SUN WATER. BREAKS. SHADE. HEAT SAFETY IS YOUR RIGHT.

10 Message development Un descanso en la sombra protege a toda su familia Evite el calor al trabajar para disfrutar del calor familiar.

11 Message development SIN CHOCOLATE NO SALE EL MOLE NO SALE EL TRABAJO AGUA. SOMBRA. DESCANSOS. Es parte de su trabajo protegerse del calor.

12 Message development AGUA. SOMBRA. DESCANSOS. Porque sin ellos no se puede trabajar

13 Message development Un descanso en la sombra protege a toda su familia EVERYONE WORKS FOR THE SUN Evite el calor al trabajar para disfrutar del calor familiar. SIN CHOCOLATE WATER. BREAKS. SHADE. HEAT SAFETY IS YOUR RIGHT. NO SALE EL MOLE NO SALE EL TRABAJO AGUA. SOMBRA. DESCANSOS. Es parte de su trabajo protegerse del calor.

14 AGUA. SOMBRA. DESCANSOS. Porque sin ellos no se puede trabajar AGUA. SOMBRA. DESCANSOS. Porque sin ellos no se puede trabajar..

15 Message development Subheads: Heat safety is part of the job. Heat safety is your right. Water. Breaks. Shade. Work can t get done without them. Take care of yourself, so you can take care of your family.

16 Strategies and channels of communication MEDIA Community support network Employers Workers Families

17 Billboards

18 Carteleras

19 Ads in stores

20 Hmong and Punjabi

21 Vans and lunch trucks

22 Radio Ads in Spanish and Hmong radio. Mixteco programming on Radio Bilingue.

23 Campaign Strategy Community Groups Worker Centers Consulates Clinics Churches Schools Promotora Networks

24 Community posters

25 Promotional items

26 Low literacy materials

27 Cal/OSHA enforcement and education Inspections CALOR Heat Helpline Employer workshops Community outreach

28 Evaluation Exposure and increase in awareness was significant Positive response to messages Workers and employers reported changes in behavior Engaging local organizations resulted in reaching thousands of workers

29 Worker behavior

30 Worker ethnicity & behavior

31 Employers took action TOT Employers: Campaign Impacts (n=19) Remind workers to protect themselves from heat 88.9% More communication with workers about preventing heat illness 88.9% Have water easily accessible and close to crew 83.3% Encourage workers to drink water frequently 83.3% Provide shade 77.8% Encourage workers to rest in the shade 77.8% Provide training 72.2% Have a written plan for heat illness prevention 50.0% Plan for an emergency 38.9% Make sure workers know what to do and who to call if someone has heat illness 38.9% Other 22.2% Any 95%

32 Important barriers remain Others may not think I m working hard enough (52%) May slow the crew down (46%) Will earn less if stop for breaks (44%) May get fired if stop too often (44%) Afraid to ask for water or shade (36%) Water or shade not available (33%)

33 [change] has been due to a combination of all the different efforts, from Cal/OSHA, the media, different groups. There are more groups out there now giving information.workers are more willing to say to employers, Hey you need to bring water. Employers are aware that there are serious consequences. Workers are more aware of the law and their rights. [workers] are more familiar with the topic for the most part people tell us Oh, we ve seen the billboards or I saw that video at the consulate. Workers are informed and employers know that the employees know their rights.

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