Safe and sound communities: understanding behavioural influences on preventable injuries

This research sought to identify potential opportunities for mass media campaigns that aim to reduce unintentional preventable injuries in a general adult population. Behavioural influences and antecedent behaviours of preventable injuries that could be measured via an online survey were identified using a rapid literature review into barriers and facilitators towards injuries, including transport, falls, drowning, burns, poisoning, sport, and machinery. A representative sample of adults from Western Australia ( N  = 1,022) completed an online survey, and multiple regression analyses were used to identify factors influencing self-reported ‘safe’ and ‘unsafe’ behaviours. Predictors for safe and unsafe antecedent behaviours differed: Safe behaviours were more strongly associated with beliefs about personal involvement in the issue of preventing injuries and about the preventability of injuries, whereas unsafe behaviours were more strongly associated with socio-demographic factors (e.g., younger age) and by reactance against advice and public health recommendations. Approaching tasks in a habitual manner was a significant predictor of both safe and unsafe behaviours. The findings suggest that different campaign approaches may be required to encourage safe behaviours and to discourage unsafe behaviours. A generalised approach may be appropriate for campaigns designed to encourage safe behaviours, while a tailored approach may be needed for campaigns that aim to reduce unsafe behaviours. In any campaign, it will be important to be mindful of the advice given and the tone used to avoid inducing reactance.