Marketing Farm Safety: Using Principles of Influence to Increase PTO Shielding

Abstract

Background: Despite much work to reduce the frequency and severity of agricultural injuries, these events still occur. Power take-off entanglements are one example of agricultural events that can lead to death or permanent disability. This manuscript considers the use of marketing techniques to reduce agricultural injuries. Specifically, the “principles of influence” (liking, social proof, authority, consistency, reciprocity, and scarcity) are explored as methods of promoting power take-off shielding among New York farmers. Methods: Focus group discussions were held with farmers and agricultural service providers in seven agricultural counties in New York. Participants were provided with background information about power take-off injuries, as well as information on one principle of influence. Facilitators then guided the groups through a brainstorming discussion to formulate intervention strategies. Results: Thirty-nine individuals participated in the discussions. Participants provided feedback on individuals and organizations that could serve as influencers, potential incentives for participants, and beliefs about what would not work in their community. Discussion: Overall, participants were enthusiastic about using principles of influence to promote PTO shielding. These methods appear to be promising for improving safety on farms, and have the potential to save both time and money compared to other intervention strategies.