Abstract

This article describes the formal use of marketing concepts in a systematic approach to influence farmers to voluntarily increase respiratory protective device (RPD) use. The planning process for the project incorporated six key decision or action points, each informed by formative research or health behavior theory. The planning process included developing behavior change strategies based on a 4P model (product, price, place, and promotion). The resulting campaign elements included print and e-mail messages that leveraged motivators related to family and health in order to increase farmers' knowledge about the risks of exposure to dusty environments, four instructional videos related to the primary barriers identified in using RPDs, and a brightly colored storage bag to address barriers to using RPDs related to mask storage. Campaign implementation included a series of e-mails using a bulk e-mail subscription service, use of social media in the form of posting instructional videos on a YouTube channel, and in-person interactions with members of the target audience at farm shows throughout the Central States Center for Agricultural Safety and Health seven-state region. Evaluation of the e-mail campaigns indicated increased knowledge about RPD use and intent to use RPDs in dusty conditions. YouTube analytic data indicated continuing exposure of the instructional videos beyond the life of the campaign. The project demonstrates the efficacy of a planning process that incorporates formative research and clear decision points throughout. This process could be used to plan health behavior change interventions to address other agriculture-related health and safety issues.

Original languageEnglish (US)
Pages (from-to)316-324
Number of pages9
JournalJournal of Agromedicine
Volume19
Issue number3
DOIs
StatePublished - Jul 2014

Fingerprint

Social Marketing
Postal Service
Respiratory Protective Devices
Equipment and Supplies
Health Behavior
Social Media
Safety
Family Health
Health
Masks
Marketing
Agriculture
Research
Farmers

Keywords

  • Health behavior intervention
  • RPD
  • marketing
  • planning process
  • respiratory protection device
  • social marketing

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health

Cite this

Social Marketing Campaign Promoting the Use of Respiratory Protection Devices Among Farmers. / Pounds, Leanne C; Duysen, Ellen; Romberger, Debra; Cramer, Mary E; Wendl, Mary; Rautiainen, Risto.

In: Journal of Agromedicine, Vol. 19, No. 3, 07.2014, p. 316-324.

Research output: Contribution to journalArticle

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