The Canadian Agricultural Safety Association turned to an American expert for help formatting a more effective message.
Jeff Linkenbach, a sociologist with Montana State University, said too often safety messages are couched in a negative way that encourages people to react badly.
He has worked with states and provinces to craft antidrinking and antismoking ads that counter what he called health terrorism ads that threaten people with injury or death if they continue their bad behaviour.
He told CASA members at their annual meeting that people don’t heed warnings, and different strategies are needed to reach them.
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He said CASA needs to craft a safety message that includes concern for farmers and hope that they will change their habits.
Linkenbach said instead of focusing on the 25 percent of teenagers who smoke, an antismoking campaign in Montana congratulated the 75 percent who don’t smoke.
“People are more likely to engage in risky behaviours when they think most others are engaged in it, too, or find it acceptable.”
Linkenbach said most people make healthy choices so the safety message shouldn’t be marketing the risk.
