Use of Health Communication and Social Marketing Principles in Planning Occupational Safety and Health Interventions

This study reviewed health communication and social marketing designs used in occupational safety and health interventions over the last 15 years in the United States. After an extensive literature review, 50 studies were identified that self-reported use of health communication and/or social marketing principles and practices to design occupational safety interventions. Nineteen of these studies were selected for analysis based on the following factors: the inclusion of a behavioral theory, strong study design, an intervention was conducted, and an evaluation was completed. Results indicated that all of the interventions met the criteria to be classified as a health communication intervention, but none met the complete criteria to be considered a true social marketing intervention. Limitations in the evaluation designs made it difficult to assess the impact of these interventions; however, results suggest that health communication principles have been applied widely, while social marketing techniques are poorly understood and underutilized in planning occupational safety programs.