Evaluating Tractor Safety Messages: A Concept Development Project

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Abstract
This article describes a formative strategy for developing effective tractor safety messages aimed at small crop and livestock farmers in New York. This population accounts for the highest proportion of tractors lacking rollover protective structures (ROPS), which reduce the risk of overturn injury or death. To encourage ROPS installation on unprotected tractors, persuasive messages were developed to be used as part of a social marketing intervention. The message development process involved evaluating concepts in small group discussions (triads) with the target audience. Participants were asked to review and provide feedback on 15 concepts, select two favorites, and discuss influential message channels. Results indicate that messages should address existing concerns for family safety or a permanently disabling injury and should realistically depict the lives of participants. Messages featuring financial incentives must clearly state the cost to the farmer. Although the data from the pilot test of intervention components has not yet been analyzed, data from the program hotline indicates concept development messages and rebates generated a greater demand for ROPS than generic messages and rebates. In conclusion, by employing the target population in the message development process it was possible to increase the efficacy of ROPS social marketing messages.

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