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EARTH WRITE Page 12
able to watch the suppertime or late evening news during this period, but it would depend a great
deal on the weather and local conditions
The radio campaign targets the same months. Because radios are more portable than
televisions ( they can be found in most tractors and combines), farmers are more likely to listen
to farm safety messages over a wider range of the broadcast day during these seasons.
3.2.1 Analysis of Video Messages
CFRN ran a series of farm safety tips provided by AAFRD. They consisted of five static
cartoon- like graphics, each illustrating a single safety tip with a narrative voice over. The graphics
depict five machinery- related safety tips announced in count- down fashion by an enthusiastic
narrator. From mounting a slow vehicle sign to installing a roll- over protective structure, the tips
concentrate on one effect: being crushed or pinned by equipment. At the end of each of the five
tips, the narrator urges the viewer to follow the tips and live a long life.
Although the tips are generic to all kinds of farming, they have the advantage of graphic
non- description: that is, the viewer's imagination could apply the situation to his or her farm. In
addition, the images are very clearly action oriented and tied to a practical outcome: " If you do
these things, you will live longer."
If the five graphic tips have a limitation, it is that they address only one area of farm
safety: equipment.
In addition to airing the five tips provided to the station by AAFRD, CFRN produced a
promotional message for the contest The chief image for the CFRN promotion was a striking
image of an operating combine that spewed out the message. There was therefore no theme
offered by the CFRN campaign other than farm safety. The image was a machine generally
associated with prairie grain fanning The sponsor located for the production of the winning tips
was Chevy Farm, whose ads feature a branding iron burning the name of the company. This
sponsorship added the suggestion of ranching activities to the combine graphic.
The three contest tips that were produced were machine- related. They were shot on a
single farm using the same actor ( a male who appears to be of the demographic target group ~
18- 34 years) for all scenes.
3.2.2. Analysis of Contest Entries
CFRN received more than 2000 entries ( each containing a contest tip from the Albert's
Restaurant/ Kid's Contest). CFRN staff indicated that about 10% of the entries were from
children while 90% were from adults. Frequently, a child's name would be appended, but the
entry was phrased and written by the adult. Each entry contained a single tip; the tips generally
repeated or mimicked the televised or printed tips, especially when they were from the urban
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 23 |
| 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 12 able to watch the suppertime or late evening news during this period, but it would depend a great deal on the weather and local conditions The radio campaign targets the same months. Because radios are more portable than televisions ( they can be found in most tractors and combines), farmers are more likely to listen to farm safety messages over a wider range of the broadcast day during these seasons. 3.2.1 Analysis of Video Messages CFRN ran a series of farm safety tips provided by AAFRD. They consisted of five static cartoon- like graphics, each illustrating a single safety tip with a narrative voice over. The graphics depict five machinery- related safety tips announced in count- down fashion by an enthusiastic narrator. From mounting a slow vehicle sign to installing a roll- over protective structure, the tips concentrate on one effect: being crushed or pinned by equipment. At the end of each of the five tips, the narrator urges the viewer to follow the tips and live a long life. Although the tips are generic to all kinds of farming, they have the advantage of graphic non- description: that is, the viewer's imagination could apply the situation to his or her farm. In addition, the images are very clearly action oriented and tied to a practical outcome: " If you do these things, you will live longer." If the five graphic tips have a limitation, it is that they address only one area of farm safety: equipment. In addition to airing the five tips provided to the station by AAFRD, CFRN produced a promotional message for the contest The chief image for the CFRN promotion was a striking image of an operating combine that spewed out the message. There was therefore no theme offered by the CFRN campaign other than farm safety. The image was a machine generally associated with prairie grain fanning The sponsor located for the production of the winning tips was Chevy Farm, whose ads feature a branding iron burning the name of the company. This sponsorship added the suggestion of ranching activities to the combine graphic. The three contest tips that were produced were machine- related. They were shot on a single farm using the same actor ( a male who appears to be of the demographic target group ~ 18- 34 years) for all scenes. 3.2.2. Analysis of Contest Entries CFRN received more than 2000 entries ( each containing a contest tip from the Albert's Restaurant/ Kid's Contest). CFRN staff indicated that about 10% of the entries were from children while 90% were from adults. Frequently, a child's name would be appended, but the entry was phrased and written by the adult. Each entry contained a single tip; the tips generally repeated or mimicked the televised or printed tips, especially when they were from the urban |
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