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EARTH WRITE Page 8
safety thoughts. The grand prize would be for one child to be " Newsman for a Day" with
television personality, John Berry.
2.4.3 CFCW
Media coverage area for this station is indicated on the map included ( Appendix " E").
The audience for CFCW is split 60/ 40 rural/ urban. They estimate their audience at 50 % female,
and 50 % male. The average age of their audience is between 35 and 64 years. CFCW has the
largest rural audience market share of any radio station in the province.
The station was to air 30 second commercial announcements and then invite children in
grades one to three to write a 25- 50 word essay on farm safety. During April, May and June, one
class would be chosen as the " Farm Safety Class." They would produce and air a 60- second
vignette each month incorporating the winning essay and a farm safety thought. Winning classes
would be rewarded with Farm Safety T- shirts and lunch bags. They would launch the same
program for grades four through five, with the prize of a computer and a plaque for the school.
2.4.4 CJXX
Media coverage area for this station is indicated on the map included in the Appendix " F."
CJXX broadcasts to a predominantly rural audience in the province's northwest. The station was
to air 30 second commercial announcements. A contest was associated with the farm safety tips
and prizes donated by AAFRD were given away.
2.5 Why was the Evaluation Commissioned?
An evaluation is a required part of the CASP funding proposal. There is also a genuine
desire on the part of the project partners to learn whether the goals of the project have been met.
2.6 What were the Evaluation Limitations?
This evaluation has several limitations. First, the evaluators were called in midway through
the project. Thus, a significant amount of media log data and contest results were lost to the
evaluators. In several instances this has affected comparative analysis. In other cases it has
affected the kind of analysis that was possible. Second the campaign design did not match intent
with outcome: even if data had not been lost, there were no measures included for measuring
attitude or behaviour change in adults.
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 18 |
| 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 8 safety thoughts. The grand prize would be for one child to be " Newsman for a Day" with television personality, John Berry. 2.4.3 CFCW Media coverage area for this station is indicated on the map included ( Appendix " E"). The audience for CFCW is split 60/ 40 rural/ urban. They estimate their audience at 50 % female, and 50 % male. The average age of their audience is between 35 and 64 years. CFCW has the largest rural audience market share of any radio station in the province. The station was to air 30 second commercial announcements and then invite children in grades one to three to write a 25- 50 word essay on farm safety. During April, May and June, one class would be chosen as the " Farm Safety Class." They would produce and air a 60- second vignette each month incorporating the winning essay and a farm safety thought. Winning classes would be rewarded with Farm Safety T- shirts and lunch bags. They would launch the same program for grades four through five, with the prize of a computer and a plaque for the school. 2.4.4 CJXX Media coverage area for this station is indicated on the map included in the Appendix " F." CJXX broadcasts to a predominantly rural audience in the province's northwest. The station was to air 30 second commercial announcements. A contest was associated with the farm safety tips and prizes donated by AAFRD were given away. 2.5 Why was the Evaluation Commissioned? An evaluation is a required part of the CASP funding proposal. There is also a genuine desire on the part of the project partners to learn whether the goals of the project have been met. 2.6 What were the Evaluation Limitations? This evaluation has several limitations. First, the evaluators were called in midway through the project. Thus, a significant amount of media log data and contest results were lost to the evaluators. In several instances this has affected comparative analysis. In other cases it has affected the kind of analysis that was possible. Second the campaign design did not match intent with outcome: even if data had not been lost, there were no measures included for measuring attitude or behaviour change in adults. |
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