Carly Rounds

AED Center for Social Marketing and Behavior Change

Grant Awarded: $10,000

The AED Center for Social Marketing and Behavior Chance (CSMBC) fuses the best strategies of commercial marketing with behavioral science, psychology, anthropology, and sociology to increase the effective participation of people in social change programs. CSMBC works with the New York Center for Agricultural Medicine and Health and the University of Vermont to protect the health of the nation’s farmers.

An area of particular interest is the occupational fatality rate of American farmers, which is 800% higher than the average for American workers. Most of these deaths are from tractor-related incidents, many of which are preventable with the use of a rollover protective structure (ROPS) and seat belts. To raise awareness, AED has developed a sweeping informational print campaign that includes calendars, posters, brochures, and an activity book with farm safety-related puzzles, games and coloring pages produced for the children of farmers.