Preventing falls in residential construction: Effectiveness of engaging partners for a national social marketing campaign

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.

Keywords: campaign partners; construction falls; implementation evaluation; partnership assessment; partnership engagement; small residential; social marketing.

Publication types

  • Research Support, N.I.H., Extramural

MeSH terms

  • Accidental Falls / prevention & control*
  • Accidents, Occupational / prevention & control*
  • Construction Industry / organization & administration*
  • Health Promotion / methods*
  • Humans
  • National Institute for Occupational Safety and Health, U.S.
  • Public-Private Sector Partnerships*
  • Social Marketing*
  • Surveys and Questionnaires
  • United States
  • United States Occupational Safety and Health Administration