Sorensen Julie A, May John, Ostby-Malling Ronne, Lehmen Tom, Strand John, Stenlund Hans, Weinehall Lars, Emmelin Maria
New York Center for Agricultural Medicine and Health, Cooperstown, New York 13326, USA.
Scand J Public Health. 2008 Nov;36(8):859-69. doi: 10.1177/1403494808089655.
Increasing the percentage of rollover protective structure (ROPS) equipped tractors has been the focus of many agricultural safety campaigns. Traditionally efforts have attempted to persuade farmers through education or community awareness interventions. These efforts have lead to marginal change. In response, a social marketing approach was tested as a means for increasing interest in ROPS retrofitting in New York.
An initial phone survey was conducted with a random sample of New York farmers to identify a potential target population. Following target selection, in-depth interviews were conducted to isolate barriers and motivators to retrofitting. This information was used to develop message prototypes which were tested in small focus group discussions. Selected and revised messages, as well as various other incentives developed in response to feedback from interviews, were then tested in a prospective, quasi-randomized controlled trial.
Small crop and livestock farms were selected as the intervention target since they represent 86% of New York farms with none or only one ROPS protected tractor. Barriers to retrofitting which were identified in interviews were: 1) constant exposures normalize risk, 2) risk is modeled by significant others and 3) safety in general and retrofitting in particular requires too much time and money. The piloting of ROPS incentives led to a marked increase in ROPS sales in New York.
Social Marketing provides a promising framework for the design of agricultural injury prevention programs. The potential implications for other health initiatives seeking to promote behaviour change are also discussed.
提高配备翻车保护结构（ROPS）的拖拉机的比例一直是许多农业安全运动的重点。传统上，人们试图通过教育或提高社区意识的干预措施来说服农民。这些努力带来的变化微乎其微。作为回应，一种社会营销方法在纽约被作为一种提高对ROPS改装兴趣的手段进行了测试。
对纽约农民的随机样本进行了初步电话调查，以确定潜在的目标人群。在选定目标后，进行了深入访谈，以找出改装的障碍和动力因素。这些信息被用于开发信息原型，并在小型焦点小组讨论中进行了测试。然后，根据访谈反馈选定并修订的信息以及其他各种激励措施，在一项前瞻性、准随机对照试验中进行了测试。
小型作物和畜牧农场被选为干预目标，因为它们占纽约没有或只有一台配备ROPS拖拉机的农场的86%。访谈中确定的改装障碍包括：1）持续暴露使风险常态化，2）重要他人塑造了风险模式，3）一般安全尤其是改装需要太多时间和金钱。ROPS激励措施的试点使纽约的ROPS销售量显著增加。
社会营销为农业伤害预防项目的设计提供了一个有前景的框架。还讨论了其对其他寻求促进行为改变的健康倡议的潜在影响。
