fbpx

To Transform Safety Performance, First Understand Why People Behave Like They Do

Studies show that 40% of our behaviour is formed by habits, rather than conscious thought. So, for 40% of the day we are not really thinking about what we’re doing – we are responding to familiar situations in familiar ways.

Little wonder that behaviour is hard to change. Even when we have the knowledge needed to make better decisions, we don’t always use it. Information campaigns are notoriously poor at influencing behaviour. ‘Five a day’ is a simple concept that most people are familiar with. Despite knowing this, how many people still fail to follow a healthy balanced diet?

These observations explain why behaviour change is difficult, and why simply providing information on what people should be doing isn’t enough. We certainly need training and information to inform how we act, but we also need more.

That’s why our STOP Think! safety cultural programme is different. It seeks to create an environment that gives people the confidence to do the right thing and put safety of themselves and others above all else. It also looks to change habits by influencing how people think and behave when planning tasks or when presented with potentially risky situations.

The most important habit we want people to acquire is literally to stop and think – before they act. They then become more aware of the risks they face, more conscious of the decisions they are making and of the potential implications.

Pause for Thought

Once somebody pauses, they can be rational. They can see potential consequences and, for example, come to the conclusion that a shortcut they were about to take just isn’t worth the risk. This reinforces the core principle that ‘whatever cannot be done safely, doesn’t get done.’

In establishing the STOP Think! programme we worked closely with behaviour specialists, precisely because we didn’t want just another awareness campaign. Since launching in 2012, over 2,000 individuals have attended STOP Think! launch days.

Cultural change requires constant reinforcement. In addition to high profile management support and visual cues, the monthly STOP Think! Cascade Briefings are shared electronically with over 500 companies. All of this helps keep health and safety issues and the need for thoughtful behaviour at the forefront of everyone’s mind.

And the feedback shows that we’ve made a significant difference: “the STOP Think! session we attended was insightful and informative. It conveyed a very important message which was well delivered. We will take this learning away to continuously work to improve habits and culture across our business.” – STOP Think! launch day attendee.

The genius of STOP Think! is that it is constructed and delivered in a way that people really ‘get’ it. The messages and learning techniques work for all, from the person working on the tools to the Boardroom” – Clive Cooper, Highways England Service Delivery Team Leader.

By applying behavioural science and providing constant reinforcement, we have helped our people form positive habits – helping to keep themselves, their colleagues and everyone safe.

You can read our STOP Think! monthly cascades here.

X