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EARTH WRITE Page 1
Executive Summary
In 1998 Alberta Agriculture Food and Rural Development ( AAFRD) obtained funding
for a farm safety campaign from Canadian Agriculture Safety Program ( CASP). AAFRD provided
the project management and Alberta Women's Institutes ( AWT) provided the financial accounting
Four media outlets: CFRN television, CISA/ RDTV television, CFCW radio, and CJXX radio and
Alberta Agriculture Societies partnered with AAFRD and a number of corporate sponsors to
provide extra funding and media exposure.
The goal of the project was to " work together to further decrease the number of farm
injuries and fatalities."
The purpose of this evaluation is to assess whether and to what degree the goal was met
and to make recommendations for future farm safety campaigns.
In order to conduct the evaluation, EARTUWRITE completed the following work:
• discourse, content and statistical analysis on 420 contest entries
• discourse analysis on all television and radio messages aired by the four media outlets
• statistical analysis of 343 radio logs and 756 television logs
• interviews with farmer participants, media personnel, AAFRD staff, school principals and
vice- principals
• survey of response to media messages in surrogate audience of 57 marketing students
The following key conclusions were drawn:
Project Design and Objectives
• The project design does not include a method for evaluating attitude or behaviour change
in the target audience beyond tabulating telephone calls to the station and numbers of
entries to contests.
• Media outlets were not instructed to keep telephone logs or contest entries, so the data
evaluated for the project are incomplete even though evaluation was part of the project
proposal.
• Project design was aimed at reception only ( i. e. " Did you see/ hear our message?") and not
attitude/ behavioural change ( i. e. " What do you know/ do now that you did not know/ do
before hearing/ seeing our message?").
• There does not appear to be any method of tracking the results from a single campaign
with those of prior or future campaigns in order to achieve a longitudinal measure of their
effects on farm injuries/ fatalities.
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 11 |
| 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 1 Executive Summary In 1998 Alberta Agriculture Food and Rural Development ( AAFRD) obtained funding for a farm safety campaign from Canadian Agriculture Safety Program ( CASP). AAFRD provided the project management and Alberta Women's Institutes ( AWT) provided the financial accounting Four media outlets: CFRN television, CISA/ RDTV television, CFCW radio, and CJXX radio and Alberta Agriculture Societies partnered with AAFRD and a number of corporate sponsors to provide extra funding and media exposure. The goal of the project was to " work together to further decrease the number of farm injuries and fatalities." The purpose of this evaluation is to assess whether and to what degree the goal was met and to make recommendations for future farm safety campaigns. In order to conduct the evaluation, EARTUWRITE completed the following work: • discourse, content and statistical analysis on 420 contest entries • discourse analysis on all television and radio messages aired by the four media outlets • statistical analysis of 343 radio logs and 756 television logs • interviews with farmer participants, media personnel, AAFRD staff, school principals and vice- principals • survey of response to media messages in surrogate audience of 57 marketing students The following key conclusions were drawn: Project Design and Objectives • The project design does not include a method for evaluating attitude or behaviour change in the target audience beyond tabulating telephone calls to the station and numbers of entries to contests. • Media outlets were not instructed to keep telephone logs or contest entries, so the data evaluated for the project are incomplete even though evaluation was part of the project proposal. • Project design was aimed at reception only ( i. e. " Did you see/ hear our message?") and not attitude/ behavioural change ( i. e. " What do you know/ do now that you did not know/ do before hearing/ seeing our message?"). • There does not appear to be any method of tracking the results from a single campaign with those of prior or future campaigns in order to achieve a longitudinal measure of their effects on farm injuries/ fatalities. |
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