Changing Public Safety Behaviour – Not Easy but It Can be Done!

1. Changing Public Safety Behaviour – Not Easy but It Can be Done! Ontario Municipal Fire Prevention Officers Association Symposium June 2, 2015 Dave Lisle, Director Research and Education

2. Outline Social marketing research Get to really know your audience Applying social marketing – Carbon Monoxide a case study Highlights - CO provincial survey

3. Shared Responsibility for Safety Government Fire and Emergency Services

4. Mitigating Safety Risk Public Engagement Strategy: Defining and understanding public risk perceptions and decisions Designing and implementing proactive engagement strategies with existing/new partners. Creating and delivering consistent safety messaging and information in cooperation with safety partners.

5. TSSA’s Market Segmentation Establishing a targeted profile of the Ontarians and their Risk Equation

6. Segmentation Profile Comparison

7. Three Step Process Research and Development - why people do what they do and to influence change Execution – how to affect and measure behavioural change Leveraging/Partnership – building stakeholder participation

8. Carbon Monoxide – Applying the Research • Risks due to carbon monoxide exposures leading contributor to overall level of risk • Residences (80+%) and locations with sensitive sub-populations (institutions) most likely to highest risk • Examples • Lack of proper inspection/maintenance for fuel-fired appliances • Unsafe use of fuel-fired equipment (e.g. portable heaters, generators)

9. Engage with the Public to: Using Public Engagement to Mitigate Risk that the risk of CO exists INCREASE AWARENESS of their role/shared responsibility for mitigating the risk ENHANCE UNDERSTANDING by positively influencing them to take appropriate action IMPROVE SAFETY BEHAVIOUR

10. CO Research Findings Messaging • Low level of “CO literacy” • Characteristics and consequences understood • Probability of an event – greatly underestimated • Sources – limited knowledge/understanding • Accept limited responsibility • Preventative actions • Skeptical of value • Misunderstood – maintenance versus inspection

11. On average ~30% of people do not replace CO alarms (never or greater than 7-10 years – smoke similar) 15-20% of households do not have even 1 CO alarm Number increases to ~40% when asked about changing batteries Almost one third feel CO is not a hazard in their home Approx 60+% believe CO is not a concern because they have an alarm (similar to smoke) Little awareness or understanding of correct use of CO alarms ( e.g.~30% install in basement) Insights – CO

12. Insights – Annual Inspections

13. Application of Research • Messaging • Engagement Design • Execution Strategies • Performance Assessment

14. Direct Mail Campaigns TSSA’s seasonal booklet series 2014/2015 - mail-dropped to over 1.3 million households in across Ontario

15. Community Blitz Campaign - TSSA • Strategic Approach: • 12-14 day direct mail campaign • four elements delivered to every household – “branded materials” • Survey post campaign • Over 600,000 households in 2014/2015

16. Campaign Elements

17. Campaign Elements Magnet Furnace Sticker

18. Campaign Elements

19. New Campaign Element

20. CO Safety Kit 2014/2015– campaign reached over 42,000 households in Ontario

21. Performance Metrics - Examples • Recall • Booklets over 20% (industry benchmark ~2%) • Blitz 35%, • Kits 50% • More informed - 30-40% • Appeal/Usefulness/Clarity – average 8.5/10

22. Performance Metrics - Examples Take additional action – 15%+ Inspection of equipment/appliances - 25% Install CO alarms - 65% Increasing understanding of probability

23. Examples of CO Partnerships

24. Partnership Campaign • Strategic Approach: • 12-14 day direct mail campaign - entire City of Kingston • four elements delivered to every household – “branded materials” • Kingston Fire and Rescue door-to-door • Post campaign performance survey

25. Kingston Fire and Rescue Element

26. Campaign Recall “Do you recall receiving any materials at your home regarding carbon monoxide safety?” Recall by segment – “yes” responses for all Kingston residents Fire Dept. visit n = 79 No Fire Dept. visit n = 356

27. Impact of CO Messaging “After seeing the materials, how much more informed do you feel you are?” Fire Dept. visit n = 39 No Fire Dept. visit n = 162

28. Call to Action “How likely are you to take any additional action in terms of carbon monoxide safety in our home?”

29. Additional safety actions “What specific actions will/might you take?”

30. Conclusions Kingston campaign performed above average – TSSA and KFR Combination of campaigns enhanced performance Delivery method performance aligned with other campaigns and with qualitative/quantitative research Direct mail continues to significantly outperform variety of other methods (confirmed through research/field experience) Materials rated highly

31. Carbon Monoxide – Provincial Benchmark Highlights • Ontarians gaining knowledge regarding sources of carbon monoxide. • Actions associated with alarms (smoke and CO) remaining stable – suggesting review of alarm messages/campaigns. • There is an upward trend since 2012 in terms of getting inspections and using a certified heating technician to do the work on their gas-fired appliances.

32. Sources of CO “What are the potential sources of carbon monoxide in your home?”

33. Safety Behaviours “To your best recollection, when was the last time you…?”* *Note: Respondents who indicated “within the past 6 months” shown

34. Looking Forward Supports consideration of future joint campaigns Insights/results assist in design of future public engagement/education initiatives Continue to evolve messaging and explore additional engagement strategies

35. Tricks of the Trade Planning & Design 80+% Clear, Concise Objectives (2-3) What gets measured gets done (outcome vs activity) Learn from every initiative Nothing ventured nothing gained Cadillacs are nice but who not all of us can afford to drive em!

36. Cosafety.ca