Social Marketing Quarterly
Volume 14, Issue 4, 2008, Pages 71-87

Using community-based prevention marketing to improve farm worker safety (Article)

Monaghan P.F. , Bryant C.A. , Baldwin J.A. , Zhu Y. , Ibrahimou B. , Lind J.D. , Contreras R.B. , Tovar A. , Moreno T. , McDermott R.J.
  • a Department of Community and Family Health, College of Public Health, University of South Florida, Tampa, FL, United States
  • b Department of Community and Family Health, College of Public Health, University of South Florida, Tampa, FL, United States
  • c Department of Community and Family Health, College of Public Health, University of South Florida, Tampa, FL, United States
  • d Center for Collaborative Research, College of Public Health, University of South Florida, Tampa, FL, United States
  • e Center for Collaborative Research at the College of Public Health, Department of Epidemiology and Biostatistics, University of South Florida, Tampa, FL, United States
  • f Center for Social Marketing, University of South Florida, Citrus Worker Health, Tampa, FL, United States
  • g Department of Anthropology, East Carolina University, Greenville NC, United States
  • h Farm Worker Association of Florida, Florida Prevention Research Center's, Apopka, FL, United States
  • i Farm Worker Association of Florida, Florida Prevention Research Center's, Apopka, FL, United States
  • j Department of Community and Family Health, College of Public Health, University of South Florida, Tampa, FL, United States

Abstract

Community-based prevention marketing (CBPM) combines a powerful planning framework, social marketing, with community organization principles to design behavior change programs. In southwest Florida, a coalition comprised of citrus workers and their employers, health providers, and academic researchers is using CBPM to identify occupational health issues among agricultural laborers, conduct community-based participatory research, and design culturally appropriate interventions. This article describes how this coalition was able to apply CBPM successfully to develop and implement an occupational safety program to prevent eye injuries among migrant farm workers. Lessons learned from this project and implications for designing and disseminating occupational safety programs for other agricultural workers are discussed.

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Link
https://www.scopus.com/inward/record.uri?eid=2-s2.0-79959837286&doi=10.1080%2f15245000802477607&partnerID=40&md5=9a1eb55adbbc9477977c85350a8fe51d
DOI: 10.1080/15245000802477607
ISSN: 15245004
Cited by: 15
Original Language: English