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Designing community-based social marketing programs for tractor safety: formative research findings.

Anyaegbunam-C; McKnight-RH
National Agricultural Tractor Safety Initiative Meeting, July 30-31, 2007, Marshfield, Wisconsin. Lexington, KY: Southeast Center for Agricultural Health and Injury Prevention, 2007 Jul; :1-35
Combine a national communication campaign to position tractor safety as an important public health issue with regional, statewide and local community-based social marketing programs targeted at specific segments of farmers in high-risk states or regions. For example, develop separate campaigns for hobby farmers, older farmers, African American, Native American and Hispanic farm workers. Identify relevant media markets and use a network of regional, state and local community media to reach farmers. Use the school districts, local hospitals, clinics, and churches. Pay attention to issues of language, culture, and low literacy among some farmer segments Use the term "roll bar" instead of ROPS. Combine individual attitude and behavior change strategies with continuous communication aimed at social change. Promote farm community culture tales and discourse to support retrofitting of old tractors with ROPS and use of seat belts. Make ROPS a major part of farmer-to-farmer conversations. Partner with journalists to ensure that media stories and images, especially in agricultural publications, foster tractor safety. Target farmers' wives with tractor retrofit and safety messages. Use theories and models for campaign and message design; e.g. the extended parallel process model, theories of narrative representation and discourse, peer-to-peer and 3-D communication approaches Develop, implement and evaluate a separate educational and mass media campaign for decreasing the incidence of highway collisions between agricultural tractors and non-farm vehicles. Use participatory communication approaches to ensure that farming communities own the program. Harness the power of new communication technologies in the traditional and viral marketing of tractor safety. internet, DVDs and CDs mentioned often during focus groups. Establish regional ROPS hotlines for farmers. Aim for a long-lasting campaign. Secure public and/or private funding and cooperation for the provision of financial incentives/rebates/cost-sharing for ROPS installation and retrofits. Ensure that farmers know where and how to obtain such tangible help. Place tractor safety messages in media and locations farmers already use for other types of information they consider important Provide extension agents and farm equipment dealers with prepackaged tractor safety information: Powerpoint presentations, CDs, DVDs, videos, brochures, stickers. Reflect formative research findings in selection of media and for both message content and treatment.
Tractors; Safety-education; Safety-measures; Safety-equipment; Public-health; Farmers; Agriculture; Sociological-factors; Education; Safety-belts; Models; Communication-systems
Chike Anyaegbunam, PhD, College of Communications and Information Studies, University of Kentucky, 107 Grehan Building, Lexington, KY 40506-0042
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National Agricultural Tractor Safety Initiative Meeting, July 30-31, 2007, Marshfield, Wisconsin
Performing Organization
Colorado State University - Ft. Collins