Using Social Marketing Methods to Improve Working Conditions
Suzanne Teran, MPH
Labor Occupational Health Program
UC Berkeley
Communicating Our Power and Hope
The Domestic Worker Safety and Dignity Campaign
Labor Occupational Health Program, UC BerkeleyLa Colectiva de MujeresUnderground Advertising
Other Campaign Elements
KEY OUTCOMES
• Marked increase in number of jobs. • 74% of employer survey respondents recalled
seeing the ads. • Very positive reactions to the ads – 70% of
employers “liked them a lot.”• Marked increase in number of Colectiva
members. • Women’s sense of pride – theme of increased
confidence. • Leadership and media skills.
I was so moved seeing our photograph on BART and the bus. The bus driver recognized me and said "Hey, you're the one in the picture." I feel so much happiness and pride to be part of La Colectiva.
2010 Heat Campaign
California’s Heat Law
Water Shade and rest
Training Emergency Plan
Campaign strategy•Social marketing- analysis of benefits to target audience
- workplace/community norm
MEDIA
Workers
EmployersFamilies
Community support network
Billboards
Carteleras
Ads in stores
Hmong and Punjabi
Vans and lunch trucks
Radio
Ads in Spanish and Hmong radio.
Mixteco programming on Radio Bilingue.
Promotional items
Campaign Strategy
Schools
Clinics Churches
Consulates
Community Groups
Worker Centers
Promotora Networks
Easy-to-read fact sheets
Community posters
Multilingual DVD
Employer outreach
• Cal/OSHA Trainings
• Training materials
How to report a problem
Knowledge/awareness
0%10%
20%
30%40%
50%
60%
70%80%
90%
Workers Comm. Employers
Saw/heardcampaign
Attitude
Positive response to messages:
• relevance,
• usefulness,
• believability
Behavior
94.5
90.5
92.4
84.8
84.9
70.7
63.1
70.1
55.3
54
0 10 20 30 40 50 60 70 80 90 100
Drinking water regualrly during you work shif t
Resting in the shade to cool down
Asking for water on your job, if needed
Asking for shade to rest, if needed
Talking to your co-workers about heat protection
Performed behavior in the past
Currently performing behavior
BehaviorFigure 2: Actions after seeing or hearing media campaign ads (N=199)
37.7
57.8
9
12.7
12.4
0 20 40 60 80 100
Look for information
Talk to your boss about heat safety
Call the phone number on the ad
Report a problem at your worksite
Anything else
Behavior
• We’ve received more anonymous calls to complain that they’re not being provided with shade or water.
• At a training session, a group of workers complained about not having water or shade and this is something that you would not see in the past. The campaign empowers people to say I know this is the law.