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tsstty: State why there is a need to undertake this particular project and how the pro" osed activity w i contribute to the obt «
. the CASP
Statistics from Alberta Agi jture and the FAMS 1996 Report sho\ . g an increase in farm
fatalities and injuries led to the development of a farm safety media campaign m Alberta which
ends in March of 1998. With over 60,000 farm operators m Alberta, a need exists to continue
with an effective campaign that provides a long term, consistent, personalized safety message A
June 1997 telephone survey by Farm Safety and a recent study by the North American Farm &
environmental Safety Centre in Raymond, indicated that such a campaign is the most effect way
to reach our target audience. Media research has shown that message recall and advertising
awareness increase with campaign repetition ( The Achievement Group)
The expansion of the livestock industry within Alberta and the potential for increasing numbers of
livestock injuries, make it imperative to intensify injury prevention People of all ages may be
exposed to hazards while living and/ or working on a farm. Farming and safety must be promoted
as a lifestyle and an upbeat, positive message will increase awareness of farm safety issues
facilitating change to hazardous behaviors. Our competitions which target children afford an
additional opportunity to reach parents as well. Agriculture directly impacts upon the health of
our economy, making safe farming a great concern to everyone.
Ives: State the objectives and anticipated results of the project
To work together to further decrease the number of farm injures and fatalities A series of farm
safety messages, which develop top of mind awareness, wili be created through a partnership
involving various media groups, Alberta Agriculture Farm Safety Program, Agricultural Societies,
Agribusinesses and Alberta Women's Institutes. Expectations of socially desirable behavior are
strongly influenced by what we see on television, read in print, and hear on radio Therefore, the
impact that the media might have on influencing farm safety attitudes and practices could be
xiwerful ( USDA, June 1996). Each vignette will include farmers or farm families who give their
safety thoughts or their testimonials, stating how they have achieved safe farming practices in an
lplifting, emotionally powerful commercial which will end the campaign theme - A Safe Farm is
i Great Place to Grow. The ingenuity, resourcefulness and time saving measures delivered to
armers by farmers will have a strong impact and make a lasting impression. Commercials will air
n programs with high farm audiences and will be broadcast during peak listening hours as
letermined by the Micro B. B. M. rating. That frequency and the strength of the messages translate
nto awareness of safe farming practices. Awareness will cause farmers and their families to think
irst and act in a safer manner, reducing injuries and ultimately farm fatalities within Alberta
Object Description
| Rating | |
| Title | Project Evaluation |
| Language | en |
| Date | March 1999 |
Description
| Title | Page 54 |
| Language | en |
| Transcript | j tsstty: State why there is a need to undertake this particular project and how the pro" osed activity w i contribute to the obt « . the CASP Statistics from Alberta Agi jture and the FAMS 1996 Report sho\ . g an increase in farm fatalities and injuries led to the development of a farm safety media campaign m Alberta which ends in March of 1998. With over 60,000 farm operators m Alberta, a need exists to continue with an effective campaign that provides a long term, consistent, personalized safety message A June 1997 telephone survey by Farm Safety and a recent study by the North American Farm & environmental Safety Centre in Raymond, indicated that such a campaign is the most effect way to reach our target audience. Media research has shown that message recall and advertising awareness increase with campaign repetition ( The Achievement Group) The expansion of the livestock industry within Alberta and the potential for increasing numbers of livestock injuries, make it imperative to intensify injury prevention People of all ages may be exposed to hazards while living and/ or working on a farm. Farming and safety must be promoted as a lifestyle and an upbeat, positive message will increase awareness of farm safety issues facilitating change to hazardous behaviors. Our competitions which target children afford an additional opportunity to reach parents as well. Agriculture directly impacts upon the health of our economy, making safe farming a great concern to everyone. Ives: State the objectives and anticipated results of the project To work together to further decrease the number of farm injures and fatalities A series of farm safety messages, which develop top of mind awareness, wili be created through a partnership involving various media groups, Alberta Agriculture Farm Safety Program, Agricultural Societies, Agribusinesses and Alberta Women's Institutes. Expectations of socially desirable behavior are strongly influenced by what we see on television, read in print, and hear on radio Therefore, the impact that the media might have on influencing farm safety attitudes and practices could be xiwerful ( USDA, June 1996). Each vignette will include farmers or farm families who give their safety thoughts or their testimonials, stating how they have achieved safe farming practices in an lplifting, emotionally powerful commercial which will end the campaign theme - A Safe Farm is i Great Place to Grow. The ingenuity, resourcefulness and time saving measures delivered to armers by farmers will have a strong impact and make a lasting impression. Commercials will air n programs with high farm audiences and will be broadcast during peak listening hours as letermined by the Micro B. B. M. rating. That frequency and the strength of the messages translate nto awareness of safe farming practices. Awareness will cause farmers and their families to think irst and act in a safer manner, reducing injuries and ultimately farm fatalities within Alberta |
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