Hilgardia
Hilgardia
Hilgardia
University of California
Hilgardia

Media campaigns promote driver safety for farmworkers

Authors

James I. Grieshop
Myriam Grajales-Hall
Lupe Ortiz

Authors Affiliations

J. Grieshop is Specialist and Lecturer in Community Education Development in the Department of Human and Community Development, UC Davis; M. Grajales-Hall is Spanish Language Media Representative, Division of Agriculture and Natural Resources, UC Riverside; L. Ortiz was Postgraduate Researcher in the Department of Human and Community Development, UC Davis, located in Fresno.

Publication Information

Hilgardia 52(1):11-15. DOI:10.3733/ca.v052n01p11. January 1998.

PDF of full article, Cite this article

Abstract

During the peak harvest season from April to October, hundreds of thousands of San Joaquin Valley farmworkers commute from field to field and farm to farm, sometimes two or three times a day. Motor vehicle crashes — the largest documented cause of injuries and fatalities to farm workers — increase dramatically at this time. To educate farm-worker families about motor vehicle safety, we designed a program called ¡Maneje Seguro! (Drive Safely!). Its centerpiece was a game, La Loteria del Manejo Seguro, based on a bingo-like game popular in Mexico (known simply as La Loteria). We disseminated safe-driving information by featuring the game in weekly bilingual newspapers and Spanish radio and TV station. Assessments suggest that media campaigns had favorable impact on farmworker knowledge, awareness and, to some degree, driving behavior.

References

AgSafe. Occupational Injuries in California Agriculture 1981–1990. AgSafe Coalition for Health and Safety in Agriculture 1992. U.C. Berkeley: School of Public Health. 24.

Andreasen A. Marketing for Social Change.. 1995. San Francisco, CA: Jossey-Bass. 348.

[CHP] California Highway Patrol. (SWITRS) Statewide Integrated Traffic Record System Report;. 1993. Sacramento, CA: California Highway Patrol.

Russell Clemings. Fatal van crash prompts call for farmworker safety laws. 1996. CA: The Fresno. May 18, 1996: B1, 2.

Grieshop Jl, Stiles M. Hispanic Traffic Safety Training System: A Bilingual, Multi-Media Program for Semi- and Non-Literate Drivers. Memorandum Proposal to the California Office of Traffic Safety 1994. Davis, CA.: University of California, Davis. 7.

Hamilton A, Arias A, Acosta A. Highway Safety Needs of U.S. Hispanic Communities: Issues and Strategies. (Report No. DOT HS 808 373) 1995. National Washington, D.C.: U.S. Department of Transportation. p.159. September 1995

Kim C. Family Safety in the Car. 1996. Altadena, CA: SafetyBeltSafe U.S.A. 3. Mimeo:

Martin P. Farm labor in California: past, present, and future. A supplementary report for the Farm Worker Service Coordinating Council 1992. Sacramento, CA.: 33.

Stiles M, Weeks KL, Rodriguez J, et al. La Loteria del Manejo Seguro/Motor Vehicle Safety: The Game. Publication No.3363 1994. Oakland. CA: ANR publication, University of California.

Stiles M, Grieshop Jl. OTS Quarterly Reports (various):. 1995; 1996. CA: University of California, Davis.

Stiles M, Grieshop Jl. iCuidedo!: Cultural Considerations for Traffic Safety. 1997. UC Davis, CA: Department of Human and Community Development. p.8. Paper for Lifesavers 15 Conference. Orlando, FL. June 8–11 1997

Strategy Research Corporation. 1996 U.S. Hispanic Market. 1996. Miami, FL.: Strategy Research Corporation. 374.

Grieshop J, Grajales-Hall M, Ortiz L. 1998. Media campaigns promote driver safety for farmworkers. Hilgardia 52(1):11-15. DOI:10.3733/ca.v052n01p11
Webmaster Email: wsuckow@ucanr.edu