This project was an examination of communication materials from social marketing campaigns about occupational health and safety, aimed at young male workers in North America. It also examined the attitudes of the target group toward these communication materials. he researchers aimed to enhance the development of social marketing campaigns aimed at young workers

Research methods included a content analysis of more than 250 worker safety communications materials from across North America, a controlled online experiment, and focus group discussions with young male B.C. workers. The researchers found that “fear appeals” were used by more than half of the young worker health and safety materials received. The online experiment and focus group discussions further explored what aspects of the fear appeal-based materials make them most effective, and how participants perceive and react to occupational health and safety ads aimed at young workers