Concept Identification for a Power Take-Off Shielding Campaign

ABSTRACT

Machinery entanglements, specifically power take-off (PTO) entanglements, are a leading cause of injuries and fatalities on farms. In order to address this life-threatening issue, a social marketing campaign is being developed to reduce barriers and emphasize motivators to shielding. This article discusses the process of designing, testing, and selecting concepts to be used in the campaign. Small-group discussions (triads) were held to test 13 message concepts. Participants were asked to provide feedback and select the two messages that they believed to be most powerful. Upon completion, three message concepts were selected to be finalized.

KEYWORDS:

• Concept development
• driveline shield
• machinery entanglement
• power take-off
• PTO
• safety
• social marketing

ACKNOWLEDGMENTS

The authors would like to thank the staff at FHI 360 for their work on the project.

Additional information

Funding

This project was supported by the National Institute for Occupational Safety and Health (grant no. 2U54OH007542-11).