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Stories or statistics? Farmers' attitudes toward messages in an agricultural safety campaign.

Authors
Morgan-SE; Cole-HP; Struttmann-T; Piercy-L
Source
J Agric Saf Health 2002 May; 8(2):225-239
NIOSHTIC No.
20033510
Abstract
Farming is the second most hazardous occupation in the U.S. The high mortality rate is due in large part to farm equipment hazards, particularly tractor overturns. Injuries and deaths associated with tractor overturns could be prevented with the use of a rollover protective structure (ROPS). In spite of the known dangers associated with overturn incidents, farmers are reluctant to retrofit ROPS on older tractors. Few agricultural safety campaigns target the issue of ROPS retrofits, and none have been evaluated systematically. This article reports a study that examines a set of messages that were central to the Community Partners for Healthy Farming project. This study indicates that narrative-based messages and messages incorporating fear appeals are more favorably evaluated by farmers than messages that simply inform farmers or messages that rely on statistics.
Keywords
Work-operations; Safety-practices; Safety-measures; Injury-prevention; Agricultural-workers; Farmers; Personal-protective-equipment; Protective-equipment; Tractors; Machine-guarding; Author Keywords: Rollover protective structures; ROPS; Safety campaigns; Narratives; Statistics; Fear appeals
CODEN
JASHFD
Publication Date
20020501
Document Type
Journal Article
Funding Type
Cooperative Agreement
Fiscal Year
2002
NTIS Accession No.
NTIS Price
Identifying No.
Cooperative-Agreement-Number-U60-CCU-409879
Issue of Publication
2
ISSN
1074-7583
Source Name
Journal of Agricultural Safety and Health
State
KY
Performing Organization
Kentucky Department of Health Services
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