Published in International Journal of Nonprofit and Voluntary Sector Marketing
Published online in Wiley InterScience (www.interscience.wiley.com)
Anne M. Lavack, Faculty of Business Administration, University of Regina, Canada
Sherry L. Magnuson, Graduate School of Public Policy, University of Regina, Canada
Sameer Deshpande, Debra Z. Basil, Michael D. Basil, Faculty of Management, University of Lethbridge, Canada
James (Jim) H. Mintz, Center of Excellence for Public Sector Marketing, Canada
- Young workers (age 15-24) suffer work-related injury at a much higher rate than older workers, yet research on the role and effectiveness of social marketing to influence and improve workplace safety is limited
- A review of the relevant literature reveals that significant gaps exist in terms of effectively using social marketing to reduce young worker injury rates
- A comprehensive, multi-faceted social marketing approach is required to address young worker safety.
- Directing more attention towards the practice of social marketing can enhance the effectiveness of campaigns to reduce workplace injuries.
Social marketing is just begining to be embraced in the area of occupational health and safety (OHS). While the literature on OHS includes extensive coverage of general work injury rates and trends, workplace safety cultures and climates, and new and emerging OHS strategies, there is relatively little in the literature about the role of social marketing in reducing workplace injury and the effectiveness of social marketing initiatives to address and reduce occupational injuries. The literature on the use and effectiveness of social marketing to enhance OHS for young workers (age 15-24), who sugger work-related injury at a much higher rate than older workers, is similarly limited in scope. Therefore, the goal of this paper is to examine the role of social marketing in improving workplace safety for young workers, and provide guidance for implementing such social marketing campaigns.
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