Page 17 |
Previous | 17 of 121 | Next |
|
small (250x250 max)
medium (500x500 max)
Large
Extra Large
large ( > 500x500)
Full Resolution
|
This page
All
|
EARTH WRITE Page 7
• messages were mostly to be aired before and during peak work seasons, with
some reinforcement at other seasons
• all messages were to be congruent with the slogan " A Safe Farm is a Great Place
to Grow!"
2.3 What was the Rationale for the Media Campaign?
This campaign is meant to be part of a long- term campaign that personalizes the safety
message. Recent studies cited in the project proposal indicated that repeated social marketing
campaigns conducted through the mass media are the most effective way to reach a target
audience and increase awareness and message recall.
The rationale in this campaign was that farmers would see the messages as realistic and
believable, especially farmers were to share their own good ideas for farm safety with other
farmers Establishing this positive attitude would generate safer farming practices, once the target
audience identified with the " safe" farmers.
A secondary rationale viewed children as possible change agents. Their participation in
contests would provide additional opportunities to reach the parents
2.4 How were the Partners to Contribute?
2.4.1 CISA/ RDTV
Media coverage area for these two stations is indicated on the maps enclosed ( Appendix
" B" - CISA, Appendix " C" - RDTV). CISA/ RDTV has a predominantly rural audience and a
history of conducting well- managed social marketing campaigns for rural audiences.
The stations were to air eight 30 second vignettes for the general public; the stations were
then to contact schools throughout the viewing area and invite children to produce their own farm
safety messages that would air during Farm Safety Week Thirty- six schools responded
2.4.2 CFRN
Media coverage area for this station is indicated on the map included ( Appendix " D").
CFRN has a 60/ 40 urban/ rural split in its audience The rationale for choosing an urban station
was that many people in cities visit farms on the weekends and holidays, these visitors could
benefit from the farm safety message People living on acreages surrounding the capital city
would also benefit
The station was to air a preselected set of farm safety tips and advertise a " Kid's Contest."
Tag- ons would be added to current programs and asking that children to send in their own farm
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 17 |
| 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 7 • messages were mostly to be aired before and during peak work seasons, with some reinforcement at other seasons • all messages were to be congruent with the slogan " A Safe Farm is a Great Place to Grow!" 2.3 What was the Rationale for the Media Campaign? This campaign is meant to be part of a long- term campaign that personalizes the safety message. Recent studies cited in the project proposal indicated that repeated social marketing campaigns conducted through the mass media are the most effective way to reach a target audience and increase awareness and message recall. The rationale in this campaign was that farmers would see the messages as realistic and believable, especially farmers were to share their own good ideas for farm safety with other farmers Establishing this positive attitude would generate safer farming practices, once the target audience identified with the " safe" farmers. A secondary rationale viewed children as possible change agents. Their participation in contests would provide additional opportunities to reach the parents 2.4 How were the Partners to Contribute? 2.4.1 CISA/ RDTV Media coverage area for these two stations is indicated on the maps enclosed ( Appendix " B" - CISA, Appendix " C" - RDTV). CISA/ RDTV has a predominantly rural audience and a history of conducting well- managed social marketing campaigns for rural audiences. The stations were to air eight 30 second vignettes for the general public; the stations were then to contact schools throughout the viewing area and invite children to produce their own farm safety messages that would air during Farm Safety Week Thirty- six schools responded 2.4.2 CFRN Media coverage area for this station is indicated on the map included ( Appendix " D"). CFRN has a 60/ 40 urban/ rural split in its audience The rationale for choosing an urban station was that many people in cities visit farms on the weekends and holidays, these visitors could benefit from the farm safety message People living on acreages surrounding the capital city would also benefit The station was to air a preselected set of farm safety tips and advertise a " Kid's Contest." Tag- ons would be added to current programs and asking that children to send in their own farm |
Tags
Comments
Post a Comment for Page 17
