预防住宅建设中的跌倒：全国社会营销活动中合作伙伴参与的有效性。
Preventing falls in residential construction: Effectiveness of engaging partners for a national social marketing campaign.
作者信息
Macario Everly, Hannon Sandra Wills, Baker Robin, Branche Christine M, Trahan Christina
机构信息
Public Health Communications, The Hannon Group, Fort Washington, Maryland.
Center for Construction Research and Training, Center for Occupational and Environmental Health, University of California, Berkeley, California.
出版信息
Am J Ind Med. 2015 Aug;58(8):809-23. doi: 10.1002/ajim.22458. Epub 2015 Apr 27.
BACKGROUND
Falls are the leading cause of fatalities in construction. The Safety Pays, Falls Cost campaign aims to prevent falls in residential construction. A critical component of our social marketing approach was to involve 70 partners in reaching target audiences.
METHODS
We assessed partner engagement April 2012-August 2013 through: (1) baseline partnership quality interviews (eight partners); (2) pre-/post-partner "market" readiness in-depth interviews (three partners); (3) a pre-/post- (29/31 partners) online partner engagement survey; and (4) standardized metrics to measure partner activity.
RESULTS
We found a high level of interest and engagement that increased with the addition of prompting to action through regular communication and new resources from organizers and formation of local partnerships that were able to tailor their activities to their own communities or regions.
CONCLUSION
It is feasible to leverage government-labor-management partnerships that enjoy trust among target audiences to widely disseminate campaign materials and messages.
背景
坠落是建筑行业死亡的主要原因。“安全有益，坠落有害”运动旨在预防住宅建筑中的坠落事故。我们社会营销方法的一个关键组成部分是让70个合作伙伴参与，以覆盖目标受众。
方法
我们在2012年4月至2013年8月期间通过以下方式评估合作伙伴的参与度：（1）基线合作伙伴关系质量访谈（8个合作伙伴）；（2）合作伙伴“市场”准备情况前后的深度访谈（3个合作伙伴）；（3）一项前后（29/31个合作伙伴）的在线合作伙伴参与度调查；以及（4）衡量合作伙伴活动的标准化指标。
结果
我们发现合作伙伴的兴趣和参与度很高，通过定期沟通以及组织者提供的新资源和形成能够根据自身社区或地区调整活动的地方合作伙伴关系来促使采取行动，这种兴趣和参与度有所增加。
结论
利用在目标受众中享有信任的政府-劳工-管理层合作伙伴关系来广泛传播活动材料和信息是可行的。
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