Thursday 20 December 2018
The Health and Safety Executive's Go Home Healthy campaign won a silver award at the Public Service Communications Awards. Jill Inglis, Senior Communications Manager at the HSE, explains how the campaign helps to prevent work-related ill health.
Everyone has the right to go home healthy from work, yet 1.4 million people are suffering from work-related ill health. This not only impacts on the person who is made unwell, but also on their families, their employer and society as a whole. Work-related ill health costs the economy over £9 billion every year.
Behavioural insight showed employers don’t give health risks the same priority as safety risks, because they’re often invisible and not immediate.
Our campaign objective was to overcome these barriers by increasing employers’ capability and motivation to better manage risks.
We did this by:
To devise our campaign brand and strategy, we held creative workshops across the business and engaged with stakeholders including NHS England, DWP and PHE.
We chose ‘Go Home Healthy’ as previous campaigns told us emotive messages around how people’s lives outside work are impacted has the greatest effect on behaviour. Our campaign hashtag #WorkRight encourages ‘working right’ in the legal sense, the ‘correct’ sense, and in the moral sense.
We have created a multi-level, multi-channel campaign entirely in house. The primary audience is employers and workers.
We’re targeting sectors and industries where are our ongoing insight programme tells us problems are greatest and we’re using the findings to inform future behaviour change interventions.
Audiences can find simple steps and advice on our dedicated campaign microsite which provides the destination point for all activity. From there, they’re given options to continue their user journey to tailored guidance, building their capability to identify and learn how to manage health risks better.
We used key influencers to put ill health in the spotlight and worked with partners campaigning in the same space, for example Mind and the British Lung Foundation. Most recently DfE, Oftsed and other education stakeholders have helped us shape the content for our preventing stress ‘talking toolkit’ aimed at secondary schools and they have shared the resource with their own audiences.
Our small spend on digital marketing using lead generation tactics established on-going communication with nearly 4000 new employers/workers. We’re using this information to segment audiences by topic and sector to develop tailored, user-led customer journeys.
A recent panel survey of 7,500 employers and workers shows our activity is creating behaviour change, 46% of employers were aware of the campaign, with two thirds of those claiming they had done something differently as a result.
Our campaign is raising the profile of work-related ill health and the understanding of the impact on people’s lives, business and society. By promoting the message that health in the workplace matters, we’re changing attitudes and motivating employers and workers to take action now.