The institution undertakes campaigns for the transfer of prevention information and to raise awareness on prevention topics or health and safety targets.
Campaigns are a very effective tool as they are typically broadcast through several media channels and attract far more attention than sporadic advertising activities.
Guideline code
PREV_02300
Mechanism
Mechanism
- For each campaign, the prevention and/or communications departments should:
- Clearly define the campaign style and advertising elements;
- Determine the central campaign message. This is a critical element of any campaign, whether it focuses on a common theme or one or more messages or subtopics, or targets a particular segment of the (working) population or the general public;
- Plan a course of action formulated to achieve defined marketing objectives (on prevention topics);
- Clearly define the time frame, which may vary depending on the specific campaign objectives and target audiences.
Structure
Structure
- The prevention department should plan and execute prevention campaigns on important and specific safety and health challenges (e.g. risk topics, risks, groups at risk).
- The prevention department should carefully research and develop key messages and appropriate channels for use in prevention campaigns.
- The prevention department should allocate sufficient financial resources to each campaign, taking into account that there is a minimum threshold of reception. The effectiveness of a campaign can only be measured in terms of whether or not a prevention message has reached the general public and/or the specific target groups.
Title HTML
Guideline 17. Campaigns as a communication tool
Type
Guideline_1
Weight
27