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EARTH WRITE Page 35
The large volume of calls received by CFCW and CISA, it is clear that the campaign was
heard and seen by a substantial number of Albertans in representative numbers across the
province Obviously, these respondents were able to respond with a farm safety tip With no way
of analysing their responses to the video and audio messages, we are unable to determine the
effectiveness of the farm safety message beyond saying that thousands of people responded to the
contests and some of them won a prize.
8.2 Contests and Children
The contests aimed at school children render quantifiable data. With the combined contest
results from CFCW and CISA, the campaign has excellent representation from about 420 grade
five and six students across the province These children are evenly split for gender; 66 % live on
farms
From the written and video entries, we are able to say that children were able to both
mirror the broadcast tips and to creatively imagine or relate scenarios involving the conditions
that may lead to accidents, the accidents and their results/ effects Their contest entries seem to
vary considerably depending upon how much freedom they are given in expression: when given
more freedom, their submissions tend to be more realistic and graphic than the broadcast tips.
When given more freedom, children tend to respond in one of two ways: assuming
themselves as central players in a child's farm safety world ( i. e where children are responsible
for their own safety), or addressing an adult's farm safety world ( i. e where adults are responsible
for the safety of the family)
The televised campaign only elicits a response from the contest audience: the grade five
school children However, this part of the campaign also demonstrates a discrepancy between the
televised instructions to the children and the written instructions. The discrepancy illustrates that
the kinds of response are clearly tied to the kinds of instructions given. AAFRD now has the
opportunity to decide on the kind of response it wishes to receive from these contests, based on
the type and amount of attitude and behaviour change it wishes to measure.
8.3 Campaign Management
Media outlets were not informed about the need to keep records for the purposes of
evaluation even though an evaluation component was written into the proposal. In all cases
station logs were reliably kept, simply because the stations wished to be reimbursed for the paid
advertisements In most cases records of " in- kind" broadcasts were not kept. In only one case
( CFCW) was a complete record of the contest kept; however, this was not a result of campaign
or project design — it was simply the case of a conscientious and well- organized station employee.
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 46 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE Page 35 The large volume of calls received by CFCW and CISA, it is clear that the campaign was heard and seen by a substantial number of Albertans in representative numbers across the province Obviously, these respondents were able to respond with a farm safety tip With no way of analysing their responses to the video and audio messages, we are unable to determine the effectiveness of the farm safety message beyond saying that thousands of people responded to the contests and some of them won a prize. 8.2 Contests and Children The contests aimed at school children render quantifiable data. With the combined contest results from CFCW and CISA, the campaign has excellent representation from about 420 grade five and six students across the province These children are evenly split for gender; 66 % live on farms From the written and video entries, we are able to say that children were able to both mirror the broadcast tips and to creatively imagine or relate scenarios involving the conditions that may lead to accidents, the accidents and their results/ effects Their contest entries seem to vary considerably depending upon how much freedom they are given in expression: when given more freedom, their submissions tend to be more realistic and graphic than the broadcast tips. When given more freedom, children tend to respond in one of two ways: assuming themselves as central players in a child's farm safety world ( i. e where children are responsible for their own safety), or addressing an adult's farm safety world ( i. e where adults are responsible for the safety of the family) The televised campaign only elicits a response from the contest audience: the grade five school children However, this part of the campaign also demonstrates a discrepancy between the televised instructions to the children and the written instructions. The discrepancy illustrates that the kinds of response are clearly tied to the kinds of instructions given. AAFRD now has the opportunity to decide on the kind of response it wishes to receive from these contests, based on the type and amount of attitude and behaviour change it wishes to measure. 8.3 Campaign Management Media outlets were not informed about the need to keep records for the purposes of evaluation even though an evaluation component was written into the proposal. In all cases station logs were reliably kept, simply because the stations wished to be reimbursed for the paid advertisements In most cases records of " in- kind" broadcasts were not kept. In only one case ( CFCW) was a complete record of the contest kept; however, this was not a result of campaign or project design — it was simply the case of a conscientious and well- organized station employee. |
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