The Fort McMurray demonstration project in social marketing: Health- and safety-related behaviour in a prosperous industrial community

Abstract

This is the first in a series of surveys conducted in Fort McMurray, Alberta, Canada, as part of the Fort McMurray Demonstration Project in Social Marketing. The Project is a community-based, cooperative program designed to demonstrate and to evaluate the application of social marketing and community animation to health- and safety-promoting interventions. This baseline survey was for the purpose of planning specific interventions and to support evaluation of the impact of these interventions. In 1992, a survey of Fort McMurray residents was conducted by telephone. Respondents to the survey tended to be disproportionately women (60%) and aged 30 to 44 (men 55%, women 54%). Most of the findings reported describe a generally affluent community with good self-reported health status and satisfaction in the quality of life. Occupational and personal health-and safety-related behaviours showed some contradictions. Both hearing protection and eye protection are much more frequently practiced at work than at home by both men and women. Protection from ultraviolet radiation, in the form of sunscreens or clothes cover, is practiced with about the same frequency at home or at work, suggesting that this behaviour is conditioned by lifestyle attitudes. Warm-up exercises are much more commonly practiced by both men and women before exertion at home than at work. We conclude that safety-related practices at home and at work are often at variance. The strategy of encouraging generalization of safety-related behaviours, to be practiced consistently both at home and at work, seems to hold promise for achieving greater compliance and promoting both community and workplace safety.