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Campaign Rational:
The production elements will be based on evaluation of current media campaigns, combined with
an experienced creative production team, as well as consultation with local farmers and Alberta
Agriculture Farm Safety Program. Alberta Agriculture will serve as our safety experts. Production
ideas are based on past successful campaigns in a variety of industries. Media experts have
concluded that the most important element of any commercial is to attract the target market's
attention within the first three seconds, and maintain their interest throughout the commercial.
During focus groups, Farmers have previously told us they do not want " sermons" and they want
their commercials to be realistic and believable. We know from experience that testimonials are
an incredibly strong form of marketing and we are seeing that farmers sharing good ideas with
other farmers has a positive and memorable impact. Ending our messages on a positive note,
reinforces the reasons for safe farming practices - A Safe Farm is a Great Place to Grow.
• .
Win With Farm Safety Kids' Contest:
" Win With Farm Safety" provides children with the opportunity to share their own farm safety
tips with other children This year, kids' farm safety tips are aired in children's programming along
with a televised contest where kids are invited to proHnrejheirmvn farm safety message to air on
TV for a chance to win great prizes.
Viewers ( kids) are invited to call into the station for contest information, tips and stickers.
Winners of the contests will be announced on both RDTV & CISA television in our newscasts
during Farm Safety Week.
Display and handout will be set up during AG Expo in Lethbridge and AGRI- TRADE in Red
Deer. Information will be made available at these events and other Agricultural Shows.
790 CFCW Farm Safety Contest: 790 CFCW will air 30 second commercial announcements
inviting classes from Grade 1 to 3 in their listening area to write a 25 to 50 word essay regarding
Farm Safety For each month ( April/ May/ June) one class will be chosen as the Farm Safety Class
of the month. A 60 second vignette will be produced and aired on the last week of each month
incorporating the essay and a Farm Safety thought. The winning class from each month will be
rewarded with Far Safety T- shirts and lunch, delivered by a 790 CFCW representative. The same
program would be launched for Grades 4, 5 and 6. From the monthly winners, one class will win
the grand prize, a computer for the school and a plaque recognizing the winning class. 5Tie
' winning class would be announced on- air during the Morning Show on June 22, 19987"
s CFRN is currently searching for Corporate sponsorship for a Kid's Contest. Tag- ons would be
added to current programming and children would be asked to send in their farm safety thoughts
/ The grand prize would be the opportunity to be Newsman of the day with well know TV
< Xpersonahty John Berry
Object Description
| Rating | |
| Title | Project Evaluation |
| Language | en |
| Date | March 1999 |
Description
| Title | Page 56 |
| Language | en |
| Transcript | Campaign Rational: The production elements will be based on evaluation of current media campaigns, combined with an experienced creative production team, as well as consultation with local farmers and Alberta Agriculture Farm Safety Program. Alberta Agriculture will serve as our safety experts. Production ideas are based on past successful campaigns in a variety of industries. Media experts have concluded that the most important element of any commercial is to attract the target market's attention within the first three seconds, and maintain their interest throughout the commercial. During focus groups, Farmers have previously told us they do not want " sermons" and they want their commercials to be realistic and believable. We know from experience that testimonials are an incredibly strong form of marketing and we are seeing that farmers sharing good ideas with other farmers has a positive and memorable impact. Ending our messages on a positive note, reinforces the reasons for safe farming practices - A Safe Farm is a Great Place to Grow. • . Win With Farm Safety Kids' Contest: " Win With Farm Safety" provides children with the opportunity to share their own farm safety tips with other children This year, kids' farm safety tips are aired in children's programming along with a televised contest where kids are invited to proHnrejheirmvn farm safety message to air on TV for a chance to win great prizes. Viewers ( kids) are invited to call into the station for contest information, tips and stickers. Winners of the contests will be announced on both RDTV & CISA television in our newscasts during Farm Safety Week. Display and handout will be set up during AG Expo in Lethbridge and AGRI- TRADE in Red Deer. Information will be made available at these events and other Agricultural Shows. 790 CFCW Farm Safety Contest: 790 CFCW will air 30 second commercial announcements inviting classes from Grade 1 to 3 in their listening area to write a 25 to 50 word essay regarding Farm Safety For each month ( April/ May/ June) one class will be chosen as the Farm Safety Class of the month. A 60 second vignette will be produced and aired on the last week of each month incorporating the essay and a Farm Safety thought. The winning class from each month will be rewarded with Far Safety T- shirts and lunch, delivered by a 790 CFCW representative. The same program would be launched for Grades 4, 5 and 6. From the monthly winners, one class will win the grand prize, a computer for the school and a plaque recognizing the winning class. 5Tie ' winning class would be announced on- air during the Morning Show on June 22, 19987" s CFRN is currently searching for Corporate sponsorship for a Kid's Contest. Tag- ons would be added to current programming and children would be asked to send in their farm safety thoughts / The grand prize would be the opportunity to be Newsman of the day with well know TV < Xpersonahty John Berry |
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