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


CONCLUSIONS
It is feasible to leverage government-labor-management partnerships that enjoy trust among target audiences to widely disseminate campaign materials and messages.
Public Health Communications, The Hannon Group, Fort Washington, Maryland.
Everly
E
Macario
Public Health Communications, The Hannon Group, Fort Washington, Maryland.
Sandra Wills
SW
Hannon
Center for Construction Research and Training, Center for Occupational and Environmental Health, University of California, Berkeley, California.
Robin
R
Baker
Office of Construction Safety and Health, Centers for Disease Control and Prevention, National Institute for Occupational Safety and Health, Washington, DC.
Christine M
CM
Branche
The Center for Construction Research and Training, Silver Spring, Maryland.
Christina
C
Trahan
D000058:Accidental Falls / Q000517:prevention & control*; D000062:Accidents, Occupational / Q000517:prevention & control*; D060389:Construction Industry / Q000458:organization & administration*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D009314:National Institute for Occupational Safety and Health, U.S.; D055818:Public-Private Sector Partnerships; D040241:Social Marketing; D011795:Surveys and Questionnaires; D014481:United States; D014489:United States Occupational Safety and Health Administration
campaign partners; construction falls; implementation evaluation; partnership assessment; partnership engagement; small residential; social marketing