California's heat campaign: Using social marketing methods to improve working conditions

In the summers of 2010 – 2012, a heat illness prevention campaign was conducted in California to reduce heat-related fatalities and illness among low-wage, non-English speaking outdoor workers. The campaign strategy involved working at multiple levels to: promote workers' adoption of prevention measures; increase access to water, shade, rest and training as required by California's heat standard; and, create a community norm that supports action in the workplace and community. Social marketing principles guided the formative research phase and development of campaign messages and design. Key informant interviews and focus groups were conducted with workers and representatives of employers, community organizations, and labor, among others. Media was placed in the inland areas of the state in the form of outdoor advertising (billboards, neighborhood ads, and ads in lunch trucks and transportation vans) and radio. Other campaign elements included a community outreach and education program, development of low-literacy materials in five languages, a parallel Cal/OSHA enforcement and employer education effort, and an improved hotline for reporting problems. Evaluation findings from Year 1 show high worker exposure to media, positive response to campaign messaging and formats and change in behaviors (drinking more water, resting, talking with supervisors). Community representatives and employers also report positive response to campaign and use of materials to reach workers. This presentation will also describe the lessons learned for future use of social marketing in occupational health efforts.