Hacer llegar el mensaje: campañas sobre salud y seguridad. Resumen de un manual de la Agencia.
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F A C T S A g e n c i a E u r o p e a p a r a l a S e g u r i d a d y l a S a l u d e n e l T r a b a j o
ES
h t t p : / / o s h a . e u . i n t
Hacer llegar el mensaje: campañas sobre salud y seguridad
Resumen de un manual de la Agencia
Las campañas promocionales pueden ser un modo muy eficaz de
aumentar la sensibilización hacia los temas de seguridad y salud en el
trabajo (SST) y de cambiar el comportamiento de la gente, siempre que
se sigan determinadas pautas básicas. La presente hoja informativa
cubre los principios fundamentales necesarios a la hora de poner en
marcha una campaña publicitaria, ya sea a nivel europeo, nacional o
del lugar de trabajo. Se basa en un manual de la Agencia y en una
encuesta a especialistas en campañas sobre SST en toda Europa.
INGREDIENTES FUNDAMENTALES PARA EL ÉXITO
Trace un objetivo medible
Le resultará útil para evaluar el éxito de su campaña. Formule
objetivos realistas y específicos. Por ejemplo: “Generar 5.000
solicitudes de un pack informativo sobre el modo de prevenir los
accidentes en el sector hotelero y de la restauración.”
Identifique sus mercados y su público destinatario
Es fundamental elegir bien los destinatarios. Si intenta dirigirse a un
sector de público demasiado amplio, malgastará sus recursos y su
mensaje quedará diluido.
Céntrese en los sectores en que sea más agudo el problema de
SST sobre el que desea llamar la atención. Por ejemplo, los
disolventes en la industria tipográfica.
Diríjase a las personas de los sectores elegidos que tengan el
poder de tomar decisiones en base a sus recomendaciones. En
muchos casos no se tratará de las personas directamente
afectadas por el problema de SST que pretende destacar. Podrían
ser, entre otros, cargos directivos, representantes sindicales o jefes
de personal.
Formule un mensaje claro y sencillo
Al público se le inunda continuamente con información. Para captar
su atención, su mensaje debe ser breve, sencillo y relevante para su
público destinatario. Redacte su mensaje en un lenguaje sin jerga y
a poder ser, en no más de dos frases. Para conseguirlo, piense en
términos de “problema y solución”.
Por ejemplo:
Una investigación demostró que, entre el personal administrativo,
4 de cada 10 sufren lesiones por movimientos repetitivos. La
elaboración de nuevas directrices podría reducir radicalmente este
número y los costes derivados.
El incumplimiento de las normas que regulan la exposición al
amianto puede suponer a las empresas el pago de multas de
hasta 20.000 €, además de perjudicar la salud de sus empleados.
Tales problemas podrían evitarse adoptando un nuevo plan de
protección en 12 puntos.
Una campaña llevada a cabo por los Estados miembros sobre las
condiciones de trabajo seguras en el sector agrícola se centró en
un número limitado de riesgos utilizando la televisión, carteles y
prospectos. Los mensajes fueron los siguientes:
trabajar seguro significa un lugar de trabajo organizado;
trabajar seguro significa talar árboles de forma organizada;
trabajar seguro significa información y etiquetado de
pesticidas; y
trabajar seguro significa un tractor adecuado.
Asociaciones
El trabajo en asociación puede abrir nuevas vías para promocionar su
campaña y aumentar su credibilidad. Los socios potenciales pueden
ser los inspectores de trabajo, los sindicatos, las asociaciones de
empresarios, las compañías de seguros laborales y los servicios de
prevención, pero existen muchos más.
PLANIFICACIÓN DE SU CAMPAÑA
Una vez que haya decidido su objetivo, su público destinatario y su
mensaje clave, es fundamental planificar minuciosamente su
campaña antes de lanzarla.
Identifique los medios más adecuados para llegar a su público destinatario
La mayoría de las campañas...
To continue reading
Request your trial- Books and Journals
- Facts (Agencia Europea para la Seguridad y la Salud en el Trabajo)
- Éxito en la gestión de la prevención de accidentes
- Seguridad y salud en el trabajo y empleabilidad: programas, prácticas y experiencias.Resumen de un informe de la Agencia
- La seguridad y la salud en el trabajo en las actividades de marketing y adquisición de bienes y servicios
- El estrés relacionado con el trabajo
- Trastornos dorsolumbares de origen laboral. Resumen del informe de la Agencia
- Los trastornos musculoesqueléticos de origen laboral en los Estados miembros de la Unión Europea: inventario de factores
- Estrés en el trabajo. Resumen de un informe de la Agencia
- Futuras necesidades y prioridades en materia de investigación sobre la seguridad y la salud en el trabajo en los Estados
- Cómo reducir los accidentes de trabajo
- La violencia en el Trabajo
- Lesiones por movimientos repetitivos en los Estados miembros de la UE. Resumen de un informe de la Agencia
- Acoso moral en el trabajo
- Trastornos musculoesqueléticos de origen laboral del cuello y las extremidades superiores:
- Prevención de los trastornos musculoesqueléticos de origen laboral
- Trastornos musculoesqueléticos de origen laboral en Europa
- La mejora de la seguridad y la salud laborales en las PYME: ejemplos de asistencia eficaz
- Evaluación de riesgos para pequeñas embarcaciones de pesca
- Sitio Web de la Agencia Europea para la Seguridad y la Salud en el Trabajo
- Agencia Europea para la Seguridad y la Salud en el Trabajo
- Información on-line sobre buenas prácticas en materia de seguridad y salud
- La gestión de la seguridad y la salud laborales en el sector de la enseñanza
- La seguridad y la salud laborales en el sector de la enseñanza II
- Prevención de la violencia contra el personal del sector de la enseñanza
- Uso de los sistemas de gestión de la seguridad y la salud en el trabajo en los Estados miembros de la Unión Europea
- Las nuevas modalidades de relaciones contractuales y su repercusión de la seguridad y la salud en el trabajo
- Introducción a las sustancias peligrosas en el trabajo
- Eliminación y sustitución de sustancias peligrosas
- La comunicación de la información relativa a las sustancias peligrosas
- Prevención de accidentes en el sector de la construcción
- Sensibilizantes respiratorios
- Sensibilizadores cutáneos
- Agentes biologicos
- Evaluación económica de la prevención de accidentes de trabajo en la empresa
- Inventario de los costes socioeconómicos de los accidentes de trabajo
- Buenas prácticas en seguridad y salud online
- Acceso a la información sobre el estrés en el trabajo desde http://osha.eu.int/ew2002/
- Consejos prácticos para los trabajadores sobre cómo abordar el estrés relacionado con el trabajo y sus causas
- Cómo abordar los problemas psicosociales y reducir el estrés laboral
- La salud y la seguridad en las obras de construcción menores
- Trabajo seguro en tejados
- El amianto en la construcción
- Accidentes de trabajo en la UE - panorama estadístico (1998-1999)
- Prevención de accidentes de carretera en los que estén implicados
- Hacer llegar el mensaje: campañas sobre salud y seguridad. Resumen de un manual de la Agencia.
- Prevención de accidentes con vehículos de transporte en el lugar de trabajo.
- Prevención de accidentes en el sector de la construcción
- Prevención de resbalones, tropiezos y caídas en el trabajo
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