Social Marketing Campaign Promoting the Use of Respiratory Protection Devices Among Farmers

Details

• Personal Author:
  Cramer ME ; Duysen E ; Pounds L ; Rautiainen, Risto ; Romberger D ; Wendl M
• Description:
  This article describes the formal use of marketing concepts in a systematic approach to influence farmers to voluntarily increase respiratory protective device (RPD) use. The planning process for the project incorporated six key decision or action points, each informed by formative research or health behavior theory. The planning process included developing behavior change strategies based on a 4P model (product, price, place, and promotion). The resulting campaign elements included print and e-mail messages that leveraged motivators related to family and health in order to increase farmers' knowledge about the risks of exposure to dusty environments, four instructional videos related to the primary barriers identified in using RPDs, and a brightly colored storage bag to address barriers to using RPDs related to mask storage. Campaign implementation included a series of e-mails using a bulk e-mail subscription service, use of social media in the form of posting instructional videos on a YouTube channel, and in-person interactions with members of the target audience at farm shows throughout the Central States Center for Agricultural Safety and Health seven-state region. Evaluation of the e-mail campaigns indicated increased knowledge about RPD use and intent to use RPDs in dusty conditions. YouTube analytic data indicated continuing exposure of the instructional videos beyond the life of the campaign. The project demonstrates the efficacy of a planning process that incorporates formative research and clear decision points throughout. This process could be used to plan health behavior change interventions to address other agriculture-related health and safety issues. [Description provided by NIOSH]
• Subjects:
  Agriculture Farmers Occupational Health Personal Protective Equipment Respiratory Protective Devices Safety
• Keywords:
  Agricultural Safety Author Keywords: Health Behavior Intervention Information Dissemination Marketing Personal Protective Equipment Planning Process PPE Respiratory Protection Device Respiratory Protective Equipment RPD Safety Education Social Marketing Social Media

  More +
• ISSN:
  1059-924X
• Document Type:
  Text
• Funding:
  Cooperative Agreement
• Genre:
  Journal Article
• Place as Subject:
  Nebraska ; OSHA Region 7
• CIO:
  National Institute for Occupational Safety and Health (NIOSH)
• Topic:
  Workplace Safety & Health
• Location:
  North America
• Pages in Document:
  316-324
• Volume:
  19
• Issue:
  3
• NIOSHTIC Number:
  nn:20054868
• Citation:
  J Agromedicine 2014 Jul; 19(3):316-324
• Contact Point Address:
  Lea Pounds, PhD, Department of Health Promotion, Social and Behavioral Health, University of Nebraska Medical Center, College of Public Health, 984365 Nebraska Medical Center, Omaha, NE 68198-4365, USA
• Email:
  lpounds@unmc.edu
• Federal Fiscal Year:
  2014
• NORA Priority Area:
  Agriculture, Forestry and Fishing
• Performing Organization:
  University of Nebraska Medical Center - Omaha
• Peer Reviewed:
  True
• Start Date:
  20110901
• Source Full Name:
  Journal of Agromedicine
• End Date:
  20270831
• Collection(s):
  National Institute for Occupational Safety and Health
• Main Document Checksum:
  urn:sha-512:060deec81b886ab25c1aa9adcd13680b7f0eebf28b9f083506ef3c1b204475acb2ee627e10c35c78f1b6dd9e89c6cdc5ba6c9b38aed82d8128ea324dd3b02900
• Download URL:
  https://stacks.cdc.gov/view/cdc/217283/cdc_217283_DS1.pdf
• File Type:
  [PDF - 421.73 KB ]