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.