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Encouraging the installation of rollover protective structures in New York State: the design of a social marketing intervention.
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2008 (English)In: Scandinavian Journal of Public Health, ISSN 1403-4948, Vol. 36, no 8, 859-69 p.Article in journal (Refereed) Published
Abstract [en]

AIMS: Increasing the percentage of rollover protective structure (ROPS) equipped tractors has been the focus of many agricultural safety campaigns. Traditionally efforts have attempted to persuade farmers through education or community awareness interventions. These efforts have lead to marginal change. In response, a social marketing approach was tested as a means for increasing interest in ROPS retrofitting in New York. METHODS: An initial phone survey was conducted with a random sample of New York farmers to identify a potential target population. Following target selection, in-depth interviews were conducted to isolate barriers and motivators to retrofitting. This information was used to develop message prototypes which were tested in small focus group discussions. Selected and revised messages, as well as various other incentives developed in response to feedback from interviews, were then tested in a prospective, quasi-randomized controlled trial. RESULTS: Small crop and livestock farms were selected as the intervention target since they represent 86% of New York farms with none or only one ROPS protected tractor. Barriers to retrofitting which were identified in interviews were: 1) constant exposures normalize risk, 2) risk is modeled by significant others and 3) safety in general and retrofitting in particular requires too much time and money. The piloting of ROPS incentives led to a marked increase in ROPS sales in New York. CONCLUSIONS: Social Marketing provides a promising framework for the design of agricultural injury prevention programs. The potential implications for other health initiatives seeking to promote behaviour change are also discussed.

Place, publisher, year, edition, pages
2008. Vol. 36, no 8, 859-69 p.
URN: urn:nbn:se:umu:diva-18253DOI: 10.1177/1403494808089655PubMedID: 19004904OAI: diva2:158026
Available from: 2009-01-29 Created: 2009-01-29 Last updated: 2015-04-29
In thesis
1. Social marketing for injury prevention: changing risk perceptions and safety-related behaviors among New York farmers
Open this publication in new window or tab >>Social marketing for injury prevention: changing risk perceptions and safety-related behaviors among New York farmers
2009 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

In the U.S., work-related death is an all too familiar occurrence on farms. Tractor overturns continue to be the most frequent cause of these fatalities. Efforts to alter farming’s ranking as one of the most deadly occupations in the country must provide proven strategies for the elimination of these preventable deaths.

In the past, efforts to decrease the rate of overturn fatalities and injuries have largely focused onincreasing the proportion of tractors with a rollover protective structure (ROPS). These devices, in combination with seatbelts, are 99% effective in protecting the tractor operator from death or injury. Unfortunately, only 59% of U.S. tractors are currently equipped with ROPS. Due to the relative lack of political willpower to legislate ROPS installation and the less than encouraging response to education and awareness programs to date, it appeared necessary to explore alternative intervention strategies.

The over-arching purpose of this thesis project has been to assess the utility of social marketing as a framework for developing effective health and safety interventions in the farm community. However, our specific objectives included; a more thorough understanding of the perceived barriers and motivators that influence farmer’s safety decisions, the design and evaluation of social marketing incentives developed to encourage safe behaviors and the evaluation of a social marketing campaign designed to positively impact farmer’s intentions and readiness to retrofit unsafe tractors.

The research was by and large conducted in New York State and supported by grants from the National Institutes of Occupational Safety and Health (NIOSH). Previous research conducted in the New York farm community had indicated that small crop and livestock farmers would be an ideal intervention target for a social marketing tractor overturn intervention as their farms accounted for close to 85% of New York farms which lack or have only one ROPS protected tractor.

A qualitative assessment of perceived barriers and motivators regarding retrofitting behaviors was performed with representatives of the small crop and livestock community. Grounded theory analysis of these in-depth interviews revealed several key categories which include: 1) risk becomes “normal”, 2) risk becomes part of a “farming identity”, and 3) risk becomes “cost-effective”. This information was used to design potential intervention incentives, such as toll-free assistance finding and purchasing ROPS, financial rebates, and campaign messages designed to address farmer’s stated concerns. Subsequent research included testing and revising messages and evaluating the effect of the different campaign incentives in a prospective quasirandomized controlled trial conducted in different regions of New York and Pennsylvania.

The results indicate that social marketing offers a promising framework for the development of injury or fatality prevention programs in farm communities. Farmers in the social marketing region demonstrated the most significant changes in both behavioral intention and readiness to retrofit compared to farmers from other regions. Data also indicated that social norms strongly influence farmer’s decisions to work safely, as demonstrated by the strong correlations between behavioral intention measures and measures of social norms.

As well as providing an assessment of the utility of social marketing as an intervention framework, the thesis provides a cogent example of how behavioral theories can be used in the design and evaluation of intervention programs. Both stages of change theory and the theory of planned behavior proved to be valuable for measuring dispositional and behavioral changes and for finetuning future interventions.

Place, publisher, year, edition, pages
Umeå: Umeå universitet, 2009. 63 p.
Umeå University medical dissertations, ISSN 0346-6612 ; 1238
social marketing, behavior models, roll-over protective structures, tractor overturns, farm safety, occupational health, safety intervention, retrofitting incentives, health campaigns, intervention evaluation
Research subject
urn:nbn:se:umu:diva-18261 (URN)978-91-7264-713-8 (ISBN)
Public defence
2009-02-20, Sal 135, byggnad 9A, Nus, Norrlands universitetssjukhus, Umeå, 09:00 (English)
Available from: 2009-02-05 Created: 2009-01-29 Last updated: 2010-01-18Bibliographically approved

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Stenlund, HansWeinehall, Lars WEmmelin, Maria
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