Social Marketing of Rollover Protection: A Multistate Expansion

侧翻保护的社会营销：多州扩张

基本信息

批准号：
8286763
负责人：
JOHN J MAY
金额：
$ 62.69万
依托单位：
MARY IMOGENE BASSETT HOSPITAL
依托单位国家：
美国
项目类别：
财政年份：
2009
资助国家：
美国
起止时间：
2009-08-01 至 2014-07-31
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/8286763
关键词：
Social Marketing Rollover Protection Multistate

项目摘要

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.

描述（由申请人提供）：刺激农用拖拉机翻滚保护结构（ROPS）改造的有效方法可以大大减少农民的职业死亡。纽约 ROPS 改造回扣计划的社交营销方法使 ROPS 套件购买量在第一年增加了十倍。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方面发生了更大的变化。防滚翻保护的社会营销：多州扩展项目将测试以下假设：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由州团队进行调整，以提高农用拖拉机 ROPS 的数量在具有不同特征的其他状态下进行改造。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。州内项目协调员将确定和招募国有资产和利益相关者资源。在整个过程中，纽约和其他地方开发的工具、技术和信息将可供州团队使用或改编。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，以便为其他州提供服务。正在进行的评估将寻求目标农民行为意图的转变以及通过热线跟踪的 ROPS 购买量的增加。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举行一次会议，以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，将清楚地描述纽约模式所需的调整，并将有效完成对社会营销模式的详细了解向这些其他高风险州的传播。公共卫生相关性：农民的职业死亡率是所有美国工人的八倍。拖拉机侧翻是造成这些死亡的主要原因。近年来，纽约农场社区采用的社会营销方法使配备高效防滚翻保护结构 (ROPS) 的拖拉机数量增加了十倍。该申请建议将纽约计划系统地输出到宾夕法尼亚州和佛蒙特州，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出口第一个广泛成功的农用拖拉机翻滚保护改造方法的第一步。