Overcoming barriers to safe operation of agricultural tractors: insights from participatory, community-based social marketing.
Anyaegbunam C; McKnight RH; Donovan TA
National Institute for Farm Safety Annual Meeting, June 24-28, 2007, Penticton, British Columbia, Canada. Lexington, KY: University of Kentucky, 2007 Jun; :1-25
Approaches in the field of public health promotion and risk communication have evolved over the years from top-down dictation of rules and information to strategies that favor listening to and learning from the target audience, and building the program from there. Stakeholder participation in all phases of public health promotion and risk communication programs -- especially in interventions related to agricultural health, safety, and injury prevention -- ensures that such programs are culturally appropriate, relevant to stakeholders' needs, and focused on attitudes, barriers and motivators to behaviors perceived as important by the target audience. In late 2005, under just such an audience-centered approach, a 2-year national formative research project was launched to involve farmers and their service providers in the incremental development of a participatory, community-based social marketing program for promoting selected aspects of the National Agricultural Tractor Safety Initiative. Conducted by eight National Institute for Occupational Safety (NIOSH)-funded agricultural health and safety research centers, the research project focuses on involving grassroots farm community members in the refinement of the Initiative and its recommendations, in identifying the most influential local media and communication channels for promoting the Initiative, and in developing and pretesting a prototype social marketing toolkit for promoting selected aspects of the Initiative. In thirty-two (32) focus groups totaling 288 participants in eight geographically diverse states of the nation, farmers and their service providers identified barriers and motivators, message attributes, media, and policy issues they perceive as important to any effort to promote agricultural tractor safety. This paper presents the preliminary findings of the project and discusses their implications for the design, implementation and evaluation of community-based social marketing programs to promote agricultural tractor safety.
Public-health; Risk-factors; Communication-systems; Agricultural-industry; Agriculture; Safety-education; Safety-equipment; Safety-programs; Sociological-factors; Behavior; Tractors; Humans; Men; Women
National Institute for Farm Safety Annual Meeting, June 24-28, 2007, Penticton, British Columbia, Canada
KY; NY; WI; CO; NC; TX; CA; WA
Colorado State University - Ft. Collins