Protecting farm workers from heat-related illness: Report on a pilot project to identify effective communication strategies

In response to record summer heat waves and resulting fatalities in California's agricultural workforce, Cal/OSHA enacted a new heat stress regulation in 2006. This regulation, which calls for easy access to water, rest breaks and shade as well as training and development of emergency plans, provided an opportunity for renewed outreach and education efforts on heat stress prevention. A university-based health and safety program partnered with a community-based organization to jointly identify and pilot strategies for reaching farm workers in an agricultural community of the state's Central Valley. These strategies, which were based on social marketing and community-based training models, included: development of a key theme that was highlighted through posters, give-away items and other campaign materials; conducting community “block party” trainings with the help of local promotoras; developing outreach and training activities at places where farm workers naturally gathered; and developing community support from the city, local media, local businesses and organizations, to sponsor a community-wide health fair. Focus groups, which were carried out for the planning and selection of strategies and message, also highlighted the serious obstacles farm workers face in achieving basic protections from heat stress, due to economic, cultural and language barriers. A basic evaluation that included telephone interviews and “intercept interviews” (stopping people at a frequented corner to ask about the campaign) identified the most promising approaches and showed a very positive response to the campaign. The lessons learned from this community-based model can be extended to other communities of low-wage immigrant workers.