Encouraging the installation of rollover protective structures in New York State: the design of a social marketing intervention

Details

• Personal Author:
  Emmelin M ; Lehmen T ; May J ; Ostby-Malling R ; Sorensen JA ; Stenlund H ; Strand J ; Weinehall L
• Description:
  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. [Description provided by NIOSH]
• Subjects:
  Accident Prevention Accidents Agriculture Automobiles Behavior Family Farmers Mental Health Occupational Health Safety
• Keywords:
  Accident-prevention Agricultural-machinery Agricultural-workers Attitude Author Keywords: Health Behaviour Theories Behavior-patterns Equipment-design Equipment-reliability Families Health Campaigns Health Interventions Humans Injury-prevention Intervention Evaluation Mental-processes Motor-vehicles Risk Rollover Protective Structures ROPS Safety Safety-equipment Safety-practices Social Marketing Sociological-factors Stages Of Change Theory Theory Of Planned Behaviour Tractors

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• ISSN:
  1651-1905
• Document Type:
  Text
• Funding:
  Cooperative Agreement
• Genre:
  Journal Article
• Place as Subject:
  District of Columbia ; New York ; OSHA Region 2 ; OSHA Region 3
• CIO:
  National Institute for Occupational Safety and Health (NIOSH)
• Topic:
  Workplace Safety & Health
• Location:
  North America
• Volume:
  36
• Issue:
  8
• NIOSHTIC Number:
  nn:20042127
• Citation:
  Scand J Public Health 2008 Nov; 36(8):859-869
• Contact Point Address:
  Julie A. Sorensen, New York Center for Agricultural Medicine and Health, Bassett Healthcare, One Atwell Road, Cooperstown, NY 13326, USA
• Email:
  jsorensen@nycamh.com
• Federal Fiscal Year:
  2009
• NORA Priority Area:
  Agriculture, Forestry and Fishing
• Performing Organization:
  Mary Imogene Bassett Hospital, Cooperstown, New York
• Peer Reviewed:
  True
• Start Date:
  20010930
• Source Full Name:
  Scandinavian Journal of Public Health
• End Date:
  20270831
• Collection(s):
  National Institute for Occupational Safety and Health
• Main Document Checksum:
  urn:sha-512:87c24c450fcf751fc51ea820328f484ac29c6a23c67a9a557dd54fbe688671053e65c82a5f748c2ec86b77c1bd6632fc4b58a7a2bbd77474c97ab2c35097a170
• Download URL:
  https://stacks.cdc.gov/view/cdc/194450/cdc_194450_DS1.pdf
• File Type:
  [PDF - 608.23 KB ]