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ABSTRACT
The objectives of this study were to design a health booklet specifically targeted to farmers with clear and understandable messages through the use of simple terminologies, pictures, agricultural references, and farmer-related case studies; and to maximize the profile and reach of the booklet to empower farmers to take increased control of their own health. Seven focus groups were carried out with farmers and professionals from the agricultural sector to explore the health needs of farmers and their attitudes and behaviors in relation to their health. Findings from these focus groups informed the content and design of the booklet “Staying Fit for Farming—A Health Booklet for Farmers.” This booklet was launched on 25 September 2013 and received widespread publicity in both print and broadcast media. A high-quality print resolution of the booklet was made available nationally (approximately 70,500 print circulation sales) through the Irish Farmers Journal on 25 January 2014. The journal included a feature on the booklet, encouraging farmers to see the booklet as an important resource for their health and as a long-term source of health information. The booklet has been adopted by the Irish Heart Foundation as a resource for its “Farmers Have Hearts—Heart Health Checks” program. The booklet has helped push farmers’ health into the forefront identifying health as a key driver of “staying fit for farming.” The approach taken to consult with farmers and farm organizations helped ensure maximum buy-in from the target group to hopefully motivate farmers to take increased responsibility for their own health.