Transcript Social Marketing in RME - Yoder - National Ag Risk Education Library

Using Social Marketing and Education
Programs to Minimize Legal and
Human Risks to Ag Producers
Including New and Beginning Farmers
Aaron M. Yoder, PhD – [email protected]
Julie Sorensen, NE Center for Agricultural and Occupational Health
Dennis J. Murphy, Penn Sate University
Goal
Discuss how social marketing techniques, in
particular the concepts of barriers and
motivators, can be used to influence producers
to manage human and legal risks.
Review other projects at Penn State that
address managing human and legal risks.
Social Marketing
Social Marketing in ASH
Research to guide approaches to effective
interventions
Finding out what the target population’s barriers
and motivators to behavior adoption are
Design intervention to target those behavior
influences
The eight essential social marketing components
(Lefebvre and Flora)
1. A consumer orientation to realize organizational
(social) goals
2. An emphasis on the voluntary exchanges of goods
and services between providers and consumers
3. Research in audience analysis and segmentation
strategies
4. The use of formative research in product and
message design and the pretesting of these
materials
The eight essential social marketing components
(Lefebvre and Flora)
5. An analysis of distribution (or communication)
channels
6. Use of the marketing mix—utilizing and blending
product, price, place and promotion characteristics
in intervention planning and implementation
7. A process tracking system with both integrative
and control functions
8. A management process that involves problem
analysis, planning, implementation and feedback
functions
First Thought on Social Marketing
“It takes discipline to follow the process and
hold back.”
Lynda Barfield
Associate Director, Strategic
Behavioral Communication
at Family Health International
Given
You have a BEHAVIOR you want to change in a
population.
“It is not what we think they need. It is what
they want.” – Bill Smith
Executive VP retired at Academy for Educational Development
Gateway Behaviors
Rigorous vs. Less Rigorous Behavior Selection
Impact 
Probability 
Rigorous
Technical
Review
Case Review
Penetration  Observations
Less Rigorous
Survey
Experts
Survey
Audience
Survey
Audience
Selecting Target Audiences
A target audience is selected through
segmentation, a process to divide a broad
audience (population) into homogeneous
subaudiences (groups), called audience
segments.
Selecting Target Audiences
An audience segment is identified and
aggregated by the shared characteristics and
needs of the people in a broad audience,
including similar demographics, psychographics,
geographics, behaviors, social networks,
community assets, and stage of change.
Segmentation Tools
TARPARE Model
T – Total Number in segment
AR – proportion At Risk
P – Persuability
A – Accessibility
R – Resources to meet needs
E – Equity
Selecting Target Audiences
It is ideal that a social marketing campaign
focuses on one primary target audience, but
secondary audiences are often identified, based
on the marketing problem, purpose, and focus
of the campaign.
*Also know as Doer/Non-Doer
Selecting Target Audiences
An estimated size and informative description
of the target audience(s) is needed.
An ideal description of the target audience will
make you believe that if a member of the
audience walked into the room, you would
“recognize” him or her.
Audience Profile
To develop messages and materials, you need to
describe a typical member of this target audience.
Think about this person’s self esteem, risk-behavior
taking tendencies, and beliefs.
Then, develop an audience profile that is realistic and
vivid.
Use Experts?
When all think alike, no one thinks very much.
Walter Lippmann (1889-1974)
Audience Profile
What do you know this person thinks/feels/believes about the
DESIRED BEHAVIOR? (social norms, levels of awareness, key
attitudes about the desired behavior)
What are barriers from the person’s point of you to performing
DESIRED BEHAVIOR?
What does this person believe would happen if he/she
performs the DESIRED BEHAVIOR? (perceived consequences).
Barriers vs. Motivators –
What’s important?
How easy is it for you to make a behavioral change?
I want to change _______ !
“Behavior change needs to be made fun, easy and
popular.” – Bill Smith, Executive VP retired at Academy for Educational Development
Barriers
Barriers are obstacles that prevent individuals from
changing or adopting behaviors and are often referred
to as the “cons” or “costs” of doing something.
Financial cost and time are two commonly referenced
barriers in agricultural safety and health.
Removing Barriers
These barriers can be removed by:
Offering monetary compensation,
Demonstrating how the recommended behavior
will save time, or
By reducing the time required to engage in the
activity.
Motivators
Motivators, on the other hand, are factors that
encourage individuals to change or adopt behaviors
and are often referred to as the “pros,” “benefits, or
“influencing factors” of doing something.
Personally experiencing a near miss could motivate a farmer
to follow recommended safe practices about riding extra on
tractors.
Considering Both
Considering both barriers and motivating factors is like
coming at a single problem from two different angles.
– For example, if financial cost is identified as a primary
barrier to adopting a recommended behavior, then
removing that cost may seem like the only thing
necessary to achieve an effective behavioral intervention.
– However, effectively changing behavior often requires the
strategic application of incentives that make the behavior
easier AND rewarding.
Is it that simple?
Just because you address major barriers to ROPS retrofitting
such as financial costs and time constraints, you don’t
necessarily achieve the best intervention results.
The greatest change in farmers intentions to install ROPS came
from farmers exposed to a rebate (addressed barrier to
behavioral change) and a targeted promotional campaign
(addressed motivating factors for behavioral change).
Grouping for ROPS Retrofitting
The TTM
• The Transtheoretical Model of Health Behavior Change (TTM)
is one of several behavior change theories that carefully
consider the combination of barriers and motivators to effect
behavioral change.
• The TTM assesses an individual's readiness to engage in
healthier behaviors, and provides strategies, or processes of
change to move the individual through the stages of change
to action and maintenance.
• It is often referred to as the “Stages of Change” Model.
The Stages of Change
identified by Prochaska & Velicer
Stage
Definition
People are not intending to take
action in the foreseeable future, and
Precontemplation
are most likely unaware that their
behavior is problematic
Example*
Parents are unaware of how
serious the consequences are
of having a child as an extra
rider on a tractor.
Contemplation
People are beginning to recognize
that their behavior is problematic,
and start looking at the pros and
cons of their continued actions
Parents realize that having a
child as an extra rider is
hazardous but don’t change
the practice.
Preparation
People are intending to take action
in the immediate future, and may
begin taking small steps towards
change
Parents of children who are
extra riders are thinking about
stopping the practice; may
decline the practice a time or
two.
The Stages of Change
identified by Prochaska & Velicer
Stage
Definition
Example*
People have made specific overt
modifications in their life style,
and positive change has occurred
Parents have discontinued
allowing children as extra
riders and have set up
safer alternatives.
Maintenance
People are working to prevent
relapse: a stage which can last
indefinitely
Parents have developed
and are sticking to selfmandated rules relating to
no extra riders.
Termination
Individuals have zero temptation
Parents do not allow
and 100% self-efficacy: they are
children as extra riders
sure they will not return to their old
under any circumstance.
unhealthy habit as a way of coping
Action
How Motivators and Barriers Fit
ROPS Retrofit Program Facts
Ag producers are 800% more likely to die on the
job than the average worker
Tractor rollovers are leading cause of death
7 of 10 families have to sell farm
ROPS are 99% effective
ROPS Retrofit Program Facts
1300 tractors retrofitted
Messages
Rebates
800 Number
NY, NH, PA, VT and WI
Barriers and Motivators in
Agricultural Safety & Health
4 research and intervention studies that directly
reference social marketing in agricultural safety and
health;
2 studies that identify reasons why parents allow
their children to be exposed to hazardous situations
on the farm; and
2 studies that identify reasons why youth engage in
risky behaviors.
Barriers and Motivators in
Agricultural Safety & Health
However, only 2 studies were found that show
evidence of systematically researching specific
behavioral change motivating factors.
These 2 research studies support the need for interventions to address
both barriers to behavior change and motivating factors for behavior
change.
They also support the idea that it is important to understand where the
target population is within behavioral change models.
Applications to Risk Management
There is evidence from public health fields that
research can identify motivators and barriers
for adoption of safety strategies.
This same methodology can be used in
agriculture to encourage producers to:
Add safety and health to their risk management
plan.
Implement the safety and health portion of their
risk management plan.
Other PSU Human and Legal Risk
Management Tools and Projects
Farm/Agriculture/Rural Management Hazard
Analysis Tool (FARM-HAT)
Safety and Health Best Practices Resource
Manual and Instructor’s Guide for New and
Beginning Farmers and Ranchers
Organizing and Conducting a Safe Tractor
Operation Workshop
Farm/Agriculture/Rural Management
Hazard Analysis Tool (FARM-HAT)
A gradient scale to evaluate hazards
Insight on how to conduct hazard abatement or correction
Maximize information with minimum amount of text
Quantifiable data
Educational information about physical hazards only
Transition slide
Agricultural Pesticides
Pesticide Storage Areas
Most Protection
1. A secure, separate, storage building, well ventilated with
mechanical equipment, well lighted with proper signage, locked
when not in use, approved heat source installed, emergency
contact information posted.
2. A secure, separate, lockable storage building, may be left
unlocked when not in use, passive ventilation provided, proper
lighting and signage installed.
3. A lockable storage room or cabinet, within another building,
locked when not in use, proper signage inside and
out, PPE available but not stored in facility.
4. A lockable storage room or cabinet, within another building,
unlocked when not in use, poor interior lighting, no signage.
5. Non-lockable storage area, pesticides stored in open building,
no limited-access, PPE stored with pesticides, no signage.
Least Protection
(also see reverse side)
Safety and Health Best Practices Resource Manual and
Instructor’s Guide for NBFRs
Conduct a safety and health needs assessment
Develop a Safety and Health Best Practices Resource Manual
Develop a Operator/Manager Manual
Conduct train-the-trainer workshops for safety and health best
practice principles, strategies and techniques
Promote these resources
This project is supported by the Beginning Farmer and Rancher Development Program of the
National Institute of Food and Agriculture, USDA, Grant Number 2011-49400-30557.
Needs Assessment Results
¾ had 5 years or less of farming experience.
99% indicated a safe and healthful workplace was
moderately or very important.
98% indicated they would be willing to assess the
safety aspects of their farming operations using a doit-yourself checklist or audit.
Needs Assessment Results
70% expressed a need for training
Interest in hands-on workshops:
9 out of 10 - routine tractor maintenance
8 out of 10 - tractor driving/operations
7 out of 10 - connecting hydraulics or PTOs
25% indicated that they had a current certification in
first aid and/or in CPR.
Almost 50% of respondents indicated annual gross
sales of less than $5,000.
Progress to Date
Successful partnerships have been established.
Partnering organizations promoted and
facilitated a comprehensive safety and health
needs assessment.
Survey results are being applied to the
development of manuals and workshops.
Workshops focusing on safe tractor driving and
hitching have been conducted.
First drafts developed
Operator/Manager Manual on Safety and
Health Management Planning for New and
Beginning Farmers and Ranchers
Safety and Health Best Practices Resource
Manual for New and Beginning Farmers and
Ranchers
Operator/Manager Manual on Safety and
Health Management Planning for NBFRs
Introduction: Developing a management plan
Unit 1. Establishing Safety Policies and Procedures
Unit 2. Identifying and Assessing Hazards and Risks
Unit 3. Preventing and Controlling Hazards and Risks
Unit 4. Educating and Training Employees
Unit 5. Evaluating Training Programs and Resources
Organizing and Conducting a Safe Tractor
Operation Workshop
Develop the Organizing and Conducting a Safe Tractor
Operation Workshop manual
Conduct workshops for producers using the Organizing and
Conducting a Safe Tractor Operation Workshop manual
Promote these resources to potential trainers
This project is supported by the Northeast Center for Risk Management Education, NIFA,
USDA, Grant Number 2010-49200-06201.
Organizing and Conducting a Safe Tractor Operation
Workshop manual
Introduction
Part I: Choosing Instructors, Tractors, Machines and
Driving Courses
Part II: Instructional Content
Part III. Conducting Training Workshops
Part IV: Performance Evaluation Forms
Appendix A: Task Sheets
Conducting Workshops
Hang On!
http://www.extension.org/AgSafety
http://campus.extension.org
Final Thought
What is the cost of an
injury or fatality?
http://eoponline.org
THANK YOU!
QUESTIONS?
Aaron M. Yoder – [email protected]