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EARTH WRITE Page 2
Media Message Content and Target Audience
• With one exception ( five cartoon- like graphics broadcast on CFRN) the radio and
television messages make no clear link between the farm safety message and the desired
farm safety action.
• Although the project proposal included a farm lifestyle component, it overshadows the
farm safety message in the media vignettes.
• The target audience for media messages is unclear: Is it an urban audience that needs to
understand and support the notion of the family farm?; Is it a rural audience that is trying
to promote its professionalism and way of life?
• There appears to be a disjunction between the placement of the ad according to time of
day, day of the week or season of the year and the rhythm of farming cycle. For example,
many television messages ran from midnight to 5 a. m. during the busy farming season.
Children as Change Agents/ Targets
• The project design places minimal emphasis on children as change agents in discussing
farm safety with their parents There is therefore no way of measuring their effect as
change agents
• This campaign yielded significant data on children as change targets Children will either
parrot the safety message back with their own lists of tips ( i. e. this is a measure of
awareness) or volunteer personal stories about farm safety ( i. e. this is a measure of
attitude/ behavioural change) However, these responses are elicited in a random fashion
depending on the instructions from the individual media outlet and on the intervention of
the teachers
Contest Management
• The contests are powerful tools in measuring response to the message, but are not tied
clearly enough to the message or objectives of the campaign.
• The management of the contests was left almost entirely up to the individual media
outlets, with the result that different messages were sent to the audience about farm safety
as well as differing instructions about the kinds of response required. For example, in the
Albert's Restaurant contest, the responses were supposed to be from children, but seemed
to be mostly from 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 12 |
| 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 2 Media Message Content and Target Audience • With one exception ( five cartoon- like graphics broadcast on CFRN) the radio and television messages make no clear link between the farm safety message and the desired farm safety action. • Although the project proposal included a farm lifestyle component, it overshadows the farm safety message in the media vignettes. • The target audience for media messages is unclear: Is it an urban audience that needs to understand and support the notion of the family farm?; Is it a rural audience that is trying to promote its professionalism and way of life? • There appears to be a disjunction between the placement of the ad according to time of day, day of the week or season of the year and the rhythm of farming cycle. For example, many television messages ran from midnight to 5 a. m. during the busy farming season. Children as Change Agents/ Targets • The project design places minimal emphasis on children as change agents in discussing farm safety with their parents There is therefore no way of measuring their effect as change agents • This campaign yielded significant data on children as change targets Children will either parrot the safety message back with their own lists of tips ( i. e. this is a measure of awareness) or volunteer personal stories about farm safety ( i. e. this is a measure of attitude/ behavioural change) However, these responses are elicited in a random fashion depending on the instructions from the individual media outlet and on the intervention of the teachers Contest Management • The contests are powerful tools in measuring response to the message, but are not tied clearly enough to the message or objectives of the campaign. • The management of the contests was left almost entirely up to the individual media outlets, with the result that different messages were sent to the audience about farm safety as well as differing instructions about the kinds of response required. For example, in the Albert's Restaurant contest, the responses were supposed to be from children, but seemed to be mostly from adults. |
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