Social Marketing of Rollover Protection: A Multistate Expansion

描述(由申请人提供)：刺激农用拖拉机翻转保护结构(ROPS)翻新的有效方法可以大大减少农民的职业死亡。纽约ROPS改装返点计划的社会营销方法导致ROPS套件的购买量在最初几年增加了十倍。接受社会营销努力的纽约农民在变化阶段和行为变化的决定因素上有更大的变化。翻车保护的社会营销：一个多州扩展项目将测试这样一个假设，即纽约州拖拉机ROPS返点计划模式及其产品所采用的社会营销方法可以被州内的团队采用，以增加在其他不同特征的州进行农用拖拉机ROPS改造的数量。纽约团队将协助以州为基础的团队完成形成性评估、受众细分、干预设计、试点测试和干预介绍。国家资产和利益攸关方资源将由一名州内项目协调员确定和招聘。在整个过程中，在纽约和其他地方开发的工具、技术和信息将可供国家小组使用或改编。社会营销顾问将协助制定工作、修改消息和制定营销计划。现有的纽约州热线援助服务将重新设计，为更多的州提供服务。正在进行的评估将寻求目标农民行为意图的变化，以及通过热线追踪的ROPS购买量的增加。由其他高风险州的专家组成的评估委员会将每六个月举行一次会议，评估每个州对纽约模式的适应情况，并评估其影响。通过这些评估活动，将清楚地说明纽约模式所要求的适应，并将有效地完成向这些其他高风险国家传播对社会营销模式的详细了解。 公共卫生相关性：农民的职业性死亡率是所有美国工人的8倍。拖拉机翻车是造成这些死亡的主要原因。近年来，对纽约农场社区的社会营销方法导致安装了高效侧翻保护结构(ROPS)的拖拉机数量增加了十倍。这项申请建议系统地向宾夕法尼亚州和佛蒙特州出口纽约州的项目，同时培训来自其他五个高风险州的专家。拟议的项目将是向其他州输出这一第一个广泛成功的农用拖拉机翻车保护改造方法的第一步。

DESCRIPTION (provided by applicant): An effective approach to stimulating the retrofitting of rollover protective structures (ROPS) on farm tractors could substantially reduce occupational fatality in farmers. The NY ROPS Retrofit Rebate Program's social marketing approach resulted in a ten-fold increase in ROPS kit purchases in its initial year. NY farmers exposed to social marketing efforts had greater shifts in stage of change and determinants of behavioral change. The Social Marketing of Rollover Protection: A Multistate Expansion project will test the hypothesis that the social marketing approach employed in the New York State Tractor ROPS Rebate program model and its products can be adapted by state-based teams to produce an increase in farm tractor ROPS retrofitting in other states of differing characteristics. The NY team will assist the state-based teams in completing formative assessments, audience segmentation, intervention design, pilot testing, and intervention introduction. State assets and stakeholder resources will be identified and recruited by an in-state project coordinator. Throughout this process instruments, techniques and messages developed in NY and elsewhere will be available to the state teams for use or adaptation. Consultants in social marketing will assist with formative work, message modification and marketing plans. The existing NY hotline assistance service will be re-designed to provide services to additional states. On-going evaluation will seek shifts in behavioral intent among targeted farmers as well as increases in ROPS purchases tracked through the hotline. An assessment board composed of experts from other high-risk states will meet every six months to evaluate adaptations to the NY model in each state and assess their impact. Through these assessment activities there will be a clear description of the adaptations required in the NY model and dissemination of a detailed understanding of the social marketing model to these other high-risk states will have been effectively completed. Public Health Relevance: Farmers experience occupational deaths at a rate that is eight times that of all American workers. Tractor rollovers are a leading cause of these fatalities. In recent years, a social marketing approach to the New York farm community has resulted in a ten-fold increase in the numbers of tractors being retrofitted with highly effective rollover protective structures (ROPS). This application proposes the systematic exporting of the NY program to Pennsylvania and Vermont while simultaneously training experts from five other high-risk states. The proposed project will be the first step to exporting this first broadly successful approach to retrofitting rollover protection on farm tractors to other states.