Social Marketing of Rollover Protection: A Multistate Expansion

描述（由申请人提供）：一种有效的方法可以刺激在农用拖拉机上安装防侧翻结构（ROPS），从而大大减少农民的职业死亡率。纽约ROPS改装返利计划的社会营销方法使第一年的ROPS套件购买量增加了十倍。纽约州农民暴露于社会营销努力有更大的变化阶段和决定因素的行为改变。翻车保护的社会营销：一个多州扩展项目将测试一个假设，即纽约州拖拉机ROPS回扣计划模型及其产品中采用的社会营销方法可以被以州为基础的团队采用，以增加其他不同特征州的农用拖拉机ROPS改装。纽约团队将协助州团队完成形成性评估、受众细分、干预设计、试点测试和干预引入。国有资产和利益相关者资源将由州内项目协调员确定和招募。在整个过程中，纽约州和其他地方开发的工具、技术和信息将提供给州团队使用或调整。社会营销顾问将协助形成工作，信息修改和营销计划。现有的纽约热线援助服务将重新设计，以向其他州提供服务。正在进行的评估将寻求目标农民的行为意图变化，以及通过热线跟踪的ROPS购买增加情况。一个由来自其他高风险州的专家组成的评估委员会将每六个月召开一次会议，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，将对纽约模式所需的适应有一个清晰的描述，并将对社会营销模式的详细了解传播到这些其他高风险国家将得到有效完成。

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.