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Put ROPS On Every Tractor-Yes You Can!

Put ROPS On Every Tractor-Yes You Can!. “Social Marketing ROPS” Julie Sorensen, PhD Social Scientist The Northeast Center for Agricultural Health Cooperstown, NY, U.S.A. “50 ROPS in BC” Jim Wassermann, P. Eng. Agricultural Engineer Prairie Ag Machinery Institute Humboldt, SK.

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Put ROPS On Every Tractor-Yes You Can!

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  1. Put ROPS On Every Tractor-Yes You Can! “Social Marketing ROPS” Julie Sorensen, PhD Social Scientist The Northeast Center for Agricultural Health Cooperstown, NY, U.S.A. “50 ROPS in BC” Jim Wassermann, P. Eng. Agricultural Engineer Prairie Ag Machinery Institute Humboldt, SK

  2. The Northeast Center for Agricultural Health • Research • Outreach Education • Information Services • Clinical Consultation

  3. Agricultural Fatalities in New York* Tractors Account for Roughly Half of NY Fatalities Other Tractor Deaths per 100,000 workers *NY Injury Data 1988-1996

  4. Overturns Account for 44% of U.S. Tractor Fatalities* Other 20% Power take-off 7% Run-over 29% Over-turns Overturns 44% 44% *National Safety Council 2001, Injury Facts

  5. ROPS Are 99% Effective 52% of New York Tractors Lack ROPS Why has this percentage remained relatively unchanged for almost four decades?

  6. unaware 15% just not interested 60% Farmers Aren’t Interested Only 25% of New York Farmers Have Considered Retrofitting Action Decision 15% 75% Contemplation Pre-contemplation 75% 25% 25% Stages of change n=561

  7. Social Marketing: A Process of Negotiation Action is undertaken whenever individuals believe that the benefits they receive will be greater than the costs they incur. “costs” = money, time, effort, comfort, reputation, etc.

  8. Social Marketing:Requires An Understanding of… Attitudes Barriers Motivators Alternatives Homogeneity of perspectives

  9. Social Marketing: The Four “P’s” PRODUCT PRICE PLACE PROMOTION $

  10. Designing a Social Marketing Campaign Segment the population Assess risk factors, readiness to change Pilot the social marketing approach Choose a segment for the intervention Evaluate messages/ incentives Formative research (interviews) Design messages and incentives

  11. Identifying an Intervention Target: Risk Exposures/Readiness to Retrofit Small crop and livestock farms: disproportionate number of unprotected tractors

  12. Understanding the Intervention Target: Interviews and Focus Groups Clinton Franklin NY small crop/ livestock farmers 21 interviews 3 focus groups 1-2 hour discussions Randomly selected St. Lawrence Essex Jefferson Lewis Hamilton Warren Washington Oswego Herkimer Orleans Oneida Niagara Monroe Fulton Saratoga Wayne Genesee Onondaga Ontario Montgomery Madison Schenectady Cayuga Erie Rensselaer Wyoming Seneca Livingston Cortland Yates Albany Otsego Schoharie Chenango Tompkins Schuyler Columbia Greene Allegany Steuben Cattaraugus Chautauqua Delaware Tioga Chemung Broome Ulster Dutchess 1 Sullivan utnam interviews focus groups Orange Westchester Rockland Bronx Suffolk New York Nassau Queens Kings Richmond

  13. Providing Motivational Social Marketing Incentives Provide 70% of CostUp to $600 Messages and Promotion

  14. Evaluating Social Marketing Incentives November, 2006 to April, 2007 A Prospective Quasi-Randomized Controlled Trial of Incentives Region 1: Rebates & hotline Region 3: Messages & hotline Region 2: Messages, rebates & hotline Region 4: Control

  15. Measuring Impacts Using Behavioral Theories Stages of change Theory of Planned Behavior Attitudes Action Social Norms Behavioral Intention Behavior Change Decision Contemplation Perceived Behavioral Control Pre-contemplation

  16. Survey Methods Goal-704 small crop/livestock farmers Conducted by NASS enumerators Baseline survey Pilot incentives in selected regions Follow-up survey Compute intra-individual changes

  17. Messages and Incentives Increase Readiness to Retrofit Region 1: Rebates and hotline Messages and hotline Region 3: Messages and hotline % of individuals Region 2: Rebates, messages, and hotline Region 4:Control % of individuals

  18. Messages and Incentives Increase Readiness to Retrofit Individuals in Rebate and Rebate + Message Region Show Significant Increase in SOC p=.008 Messages Control change in stage of change Rebates Rebates and Messages

  19. Messages and Incentives Increase Readiness to Retrofit People Who Saw Ads in the Social Marketing Region Had Significant Stage of Change Increases change in stage of change Messages Control Rebates Rebates and Messages

  20. Social Marketing Messages + Rebates Increase Recall A Significantly Greater Proportion of Individuals Recall Seeing Messages in the Rebate + Message Region Control p<.0001 Rebates Messages Rebates and Messages % of individuals

  21. Changes in Social Norms Highly Correlated with Changes in Behavioral Intention Attitudes .1596 (p>.006) Social Norms .4184 (p>.0001) Perceived Behavioral .1995 (p>.0005) Control

  22. Retrofit Hotline Statistics • 1567 calls in 23 months • 1358 Farmers • 55% (753) full time

  23. Retrofit Hotline Statistics • Callers own 6,104 tractors • 3,905 (64%) unprotected • 37% of calls for John Deere • 82% of the total callers preferred ROPS to ROPS +canopy or cab

  24. Promotional Events Generate Increased Activity ROPS Hotline Monthly Calls Received Oct 2006 – August 2008 NY Farm Show Milk check for dairy farmers increases 2/5/07 Holiday Season 12/25/06-1/1/07 Empire Farm Days Farm Bureau promotion 2nd tractor interest NY Farm Show Program Launch

  25. Farmers Calling Due to Safety Concerns Reasons for calling ROPS Hotline *e.g.: child using tractor ** e.g.: “needed help finding one”, resale value

  26. Average Cost to Retrofit $300.00 *30% of farmers preferred dealer installation of Basic Rollbar Average rebate (70% up to $703):$525 Average cost to farmer:$299

  27. New Directions Piloting a Trade-In Program Assessment of Farmer’s Interest in Cost-effective ROPS Expansion to VT, PA

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