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EARTH WRITE Page 6
1. Introduction
Alberta Agriculture Food and Rural Development ( AAFRD), Rural Development Division
obtained the services of EARTH WRITE Communications to perform an evaluation on the farm
safety media campaign, " A Safe Farm is a Great Place to Grow!" AAFRD obtained funding for
this project through the Canadian Agriculture Safety Program ( CASP). Media outlets obtained
additional funding through in- kind donations and additional sponsor funding, while other
agricultural organizations provided some cash contributions. The total project value was
$ 213,958 allocated as follows:
CASP Funding $ 80,617
In- Kind ( generated by media outlets) $ 116,591
Other Cash Contributions $ 16,750
The Alberta Agriculture Food and Rural Development, Farm Safety Manager provided project
management, while Alberta Women's Institutes ( AWI) provided financial accounting for the
project.
2. Background Information
2.1 What were the Campaign Objectives?
The ideal purpose of this social marketing campaign was to reduce the number of farm
accidents in Alberta, particularly in the livestock industry. The immediate purpose of the
campaign was to positively affect both the attitude and behaviour of Alberta farmers toward farm
safety.
These objectives were to be met by broadcasting television and radio farm safety messages
or vignettes across the province. The messages were to be tied to contests. Viewers and listeners
were to respond to contests by submitting their own tips for farm safety. In return for prizes, the
contest winners were to have their tips aired on local media outlets.
2.2 What was the Intended Content and Delivery Method of the Messages and Vignettes?
According to the project proposal ( Appendix " A " ) , the messages and vignettes
were to be constructed and aired in the following manner:
• farmers/ farm families/ workers were to be shown describing how they farm safely
• messages were to be uplifting, emotionally powerful, and promote farming as a
way of life
• messages were to use a minimal fear factor
• messages were to air during programs targeted at the farm audience
• messages were to be broadcast during peak viewing or listening hours
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 16 |
| 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 6 1. Introduction Alberta Agriculture Food and Rural Development ( AAFRD), Rural Development Division obtained the services of EARTH WRITE Communications to perform an evaluation on the farm safety media campaign, " A Safe Farm is a Great Place to Grow!" AAFRD obtained funding for this project through the Canadian Agriculture Safety Program ( CASP). Media outlets obtained additional funding through in- kind donations and additional sponsor funding, while other agricultural organizations provided some cash contributions. The total project value was $ 213,958 allocated as follows: CASP Funding $ 80,617 In- Kind ( generated by media outlets) $ 116,591 Other Cash Contributions $ 16,750 The Alberta Agriculture Food and Rural Development, Farm Safety Manager provided project management, while Alberta Women's Institutes ( AWI) provided financial accounting for the project. 2. Background Information 2.1 What were the Campaign Objectives? The ideal purpose of this social marketing campaign was to reduce the number of farm accidents in Alberta, particularly in the livestock industry. The immediate purpose of the campaign was to positively affect both the attitude and behaviour of Alberta farmers toward farm safety. These objectives were to be met by broadcasting television and radio farm safety messages or vignettes across the province. The messages were to be tied to contests. Viewers and listeners were to respond to contests by submitting their own tips for farm safety. In return for prizes, the contest winners were to have their tips aired on local media outlets. 2.2 What was the Intended Content and Delivery Method of the Messages and Vignettes? According to the project proposal ( Appendix " A " ) , the messages and vignettes were to be constructed and aired in the following manner: • farmers/ farm families/ workers were to be shown describing how they farm safely • messages were to be uplifting, emotionally powerful, and promote farming as a way of life • messages were to use a minimal fear factor • messages were to air during programs targeted at the farm audience • messages were to be broadcast during peak viewing or listening hours |
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