enforced regulation, has used broadly focused educational campaigns carried out through print and electronic media. Examples include promotion of automobile seat belt use, discouraging driving after drinking, promoting healthier eating habits, and decreasing tobacco consumption. To some extent, this strategy is difficult to translate to OSH because it depends for its success on very simple and very general messages; for example, if you use your seat-belt you are less likely to die in a collision, drinking and driving greatly increase your risk of injury or death, or eating lots of fruits and vegetables will decrease your cancer risk. Occupational injury and disease, however, are extraordinarily diverse in their etiologies, and therefore the nature of effective interventions is also diverse, limiting the effectiveness of educational approaches carried out through mass media. Nevertheless, because of the limited mechanisms for reaching those workers who cannot be accessed through midsize to large employers, OSH campaigns in the media should be given renewed attention, perhaps supplemented by the Internet as a means of dealing with the diversity of the messages to be delivered.

If regulation-driven worker education and more focused public education campaigns are deemed a priority in the future as a response to the changes in the workplace that have been outlined in this chapter, increasing demand for specialists in OSH will follow not only in the private sector but also in the public sector, union-based organizations, and academia.