Social Marketing of Rollover Protection: A Multistate Expansion

Details

• Personal Author:
  Cook G ; May JJ ; Murphy, Denise C.
• Description:
  Overview: Tractor Overturns: The Multi-state Expansion Project goals were to translate the NY ROPS intervention model into PA and VT to reduce tractor fatalities and assess the model's flexibility. Tractor overturns account for the greatest proportion of farm fatalities and a significant proportion of injuries. The associated cost of fatality events is over $100 million annually. The only proven preventative measure is the widespread use of ROPS. ROPS are 99% effective in preventing fatality or serious injury if an overturn occurs. However, the 2011 NASS Farm Safety Survey indicates roughly 41% of US tractors do not have ROPS. Approach: The following list outlines project activities: 1) assembled a state coalition and hired project staff, 2) conducted formative assessments, audience segmentation, pilot testing, intervention introduction and evaluation in PA and VT, 3) identified state assets and stakeholder resources, 4) adapted NY instruments, techniques messages and marketing plans, 5) re-designed the NY hotline services and website and 6) evaluated implementation activities via the project assessment board (a group of agricultural health and safety researchers from other high-risk states). Through these activities the project team developed a clear understanding of the adaptations required to translate the NY program model to other states. Key Findings: The program model works: Not only were these programs successfully implemented in PA and VT, ROPS programs were also launched in NH and WI and additional states have indicated interest. Barriers and motivators to installing ROPS do not differ greatly from state to state: Cost and perceived need were the most frequently, highly-rated barriers to ROPS installation in PA and VT, while working near hills/ditches and liability concerns were the most frequently highly-rated motivators. These were not markedly different from those identified in NY. ROPS prevalence in different farm segments varies from state to state: Surveys of PA and VT farmers indicated that small cash crop farms (PA) and vegetable and cash crop farms (VT) had the lowest proportion of ROPS protection. Small crop and livestock farms had the lowest proportions of ROPS protection in NY. Partners value the program: Program implementation in the four states was greatly enhanced by the support of numerous partners. This provided a clear indication that mobilizing stakeholders for ROPS initiatives was indeed possible. Rebate fundraising requires expertise and experience: The implementation state that was most successful in raising ROPS rebate funding, had the assistance of a qualified community organizer. This individual leveraged existing connections and experience to build partnerships and raise considerable rebate funding. Interest increases ROPS pricing: researchers found that coordination of program activities with ROPS manufacturers and distributers will be necessary to keep ROPS costs down. Improvements in worker safety: NEC has identified at least 14 cases in which fatalities or serious injuries have been prevented and 123 cases in which tractor operators have had a close call since retrofitting through the program. There have been 4,668 inquiries to the hotline and 1,702 retrofits in NY, PA, VT, NH and WI. Economic analysis demonstrates the programs are clearly cost-effective. [Description provided by NIOSH]
• Subjects:
  Agriculture Mortality Occupational Health Safety
• Keywords:
  Agricultural Machinery Fatalities Injuries Injury Prevention Rollover Protective Structures ROPS Social Marketing Tractors
• Series:
  Grant Final Reports
• Publisher:
  National Institute for Occupational Safety and Health
• Document Type:
  Text
• Funding:
  Grant
• Genre:
  Final Grant Report
• Place as Subject:
  New Hampshire ; New York ; OSHA Region 1 ; OSHA Region 2 ; OSHA Region 3 ; OSHA Region 5 ; Pennsylvania ; Vermont ; Wisconsin
• CIO:
  National Institute for Occupational Safety and Health (NIOSH)
• Division:
  OEP - Office of Extramural Programs
• Topic:
  Workplace Safety & Health
• Location:
  North America
• Pages in Document:
  1-13
• NIOSHTIC Number:
  nn:20055825
• NTIS Accession Number:
  PB2019-101104
• Citation:
  Atlanta, GA: U.S. Department of Health and Human Services, Public Health Service, Centers for Disease Control and Prevention, National Institute for Occupational Safety and Health, R01-OH-009484, 2014 Oct; :1-13
• Contact Point Address:
  John J May, MD, Mary Imogene Bassett Hospital, One Atwell Rd., Cooperstown, NY, 13326
• Email:
  john.may@bassett.org
• Federal Fiscal Year:
  2015
• NORA Priority Area:
  Agriculture, Forestry and Fishing
• Performing Organization:
  Mary Imogene Bassett Hospital, Cooperstown, New York
• Peer Reviewed:
  False
• Start Date:
  20090801
• Source Full Name:
  National Institute for Occupational Safety and Health
• End Date:
  20140731
• Collection(s):
  National Institute for Occupational Safety and Health
• Main Document Checksum:
  urn:sha-512:c9be565fd2cf2df4daf3b52fb046354611f825ba6cf06ab3753f37b43a5b861cf2f28d4efc9817e6081795e5f4e619b7f252375c18eee01ef879fe61fd6de2a3
• Download URL:
  https://stacks.cdc.gov/view/cdc/218868/cdc_218868_DS1.pdf
• File Type:
  [PDF - 176.63 KB ]