Project Evaluation

              PROJECT EVALUATION
oi the
haim Media Campaign
" A Safe Farm is a Great P! are to Grow!"
Canadian \ gricultuial Safet\ Program
Project / r FA \ B-' 70 12- 23 97
Mberta Agriculture Food and Rural Development
Rural Development Division
Farm Safet) Program
9724 - 1 Street
I d noni on <\ ibeita
T6B IN2
relephone: ( 7S( i 466- 5541; I KX ' ' 8 I) 468 669]
! L .' y Ellerm , ii PhD
March 1999
TABLE OF CONTENTS
Executive Summary 1
Recommendations 3
1 Introduction 6
2 Background Information 6
2 1 What were the Campaign Objectives7 6
2 2 What was the Intended Content and Delivery Method
of the Messages and Vignettes7 6
2 3 What was the Rationale for the Media Campaign7 7
2 4 How were the Partners to Contribute7 7
2 4 1 CISA/ RDTV 7
2 4 2 CFRN 7
2 4 3 CFCW 8
2 4 4 CJXX 8
2 5 Why was the Evaluation Commissioned7 8
2 6 What were the Evaluation Limitations7 8
2 7 How was the Evaluation Performed7 9
2 7 1 Theory Used to Guide the Evaluation 9
2 7 2 Methodology Used for the Evaluation 9
3. Analysis of Television Media Campaigns 10
3 1 Analysis of Media Logs, CFRN, CISA/ RDTV 10
3.2 CFRN Overview 11
32 1 Analysis of Video Messages 12
3 2 2 Analvsis of Contest Entries 12
3 3 CISA/ RDTV Overview 13
3 3 1 Discourse Analysis of Thirty Second Vignettes 14
3 3 11 Theme and Target Audience 14
3 3 12 How Does the Ideal Farm Image Affect the Purpose
of the Media Campaign7 15
3 3 2 Analysis of CISA/ RDTV Contest Entries 16
3 3 2 1 What were the Students Asked to do7 16
3 3 2 2 How were the Entries Judged7 17
3 3 3 Discourse Analysis of Children's Videos 17
3 3 3 1 Children as Agents of Change 17
3 3 3 2 The Child's Farm Safety World 17
3 3 3 3 The Child in the Adult Farm Safety World 18
Appendices
Appendix " A" Project Proposal 39
Appendix " B" Map of CISA Coverage Area 40
Appendix " C" Map of RDTV Coverage Area 41
Appendix " D" Map of CFRN Coverage Area 42
Appendix " E" Map of CFCW Coverage Area 43
Appendix " F" Map of CJXX Coverage Area 44
Appendix " G" Letter from CISA to School Superintendents 45
Appendix " H" Letter from CISA to School Principals 46
Appendix " I" Letter from CISA to School Grade 5 School Teachers 47
Appendix " F CISA Contest Winners 48
Appendix " K" CISA Contest Information 49
Appendix " L" Criteria for Judging Entries 50
Appendix " M" Letter to Solomon Kyeremanteng, AAFRD, from
Anne Graham, CJXX 51
Appendix " N1 ' Example of Children's List of Tips 52
Appendix " O" Winning CFCW Entry 53
Appendix " P" Other CFCW Contest Entries 54
Appendix " Q" Letter from CFCW to Prospective Participants 55
Appendix " R" Map of Alberta's Health Regions 56
Appendix " S" Letter to CASP from Jim West, May 27, 1997 57
Appendix " T" Questionnaire Administered to Surrogate Audience 58
LIST OF FIGURES
Figure 1 Percentage of Advertisements by Media Outlet 60
Figure 2 Percentage of Advertisements by Month Aired for CFRN, CISA and RDTV 60
Figure 3 Percentage of Advertisements by Day Aired for CFRN, CISA and RDTV 61
Figure 4 Percentage of Advertisements Aired by Air Time for
CFRN, CISA and RDTV 61
Figure 5 Percentage of Advertisements by the Cost for CFRN, CISA and RDTV 62
Figure 6 Percentage of Advertisements Aired by Time and Cost for CFRN 63
Figure 7 Percentage of Advertisements Aired by the Time and Cost for CISA 63
Figure 8 Percentage of Advertisements Aired by Day Aired for CJXX and CFCW 64
Figure 9 Percentage of Advertisements by Month Aird for CJXX and CFCW 65
Figure 10 Percentage of Advertisements Aired by Air Time for CJXX and CFCW 65
Figure 11 Primary Safety Concern of Respondents 66
Figure 12 Respondents Perceived Cause of Farm Accidents 66
Figure 13 Respondents Perceived Generic Effect of a Farm Accident 67
Figure 14 Perceived Cause of a Farm Accident by Grade of Respondents 68
EXRTHfVRITE
LIST OF TABLES
Table 1 Percentage of Advertisemetns Aired by CJXX and CFCW 20
Table 2 Gender of Respondents 23
Table 3 School Grade of Respondents 23
Table 4 Percentage of Respondents Residing in Health Regions 24
Table 5 Messages Surrogate Respondents Indicate the Vignettes Show 33
Executive Summary
In 1998 Alberta Agriculture Food and Rural Development ( AAFRD) obtained funding
for a farm safety campaign from Canadian Agriculture Safety Program ( CASP) AAFRD provided
the project management and Alberta Women's Institutes ( AWI) provided the financial accounting
Four media outlets CFRN television, CISA/ RDTV television, CFCW radio, and CJXX radio and
Alberta Agriculture Societies partnered with AAFRD and a number of corporate sponsors to
provide extra funding and media exposure
The goal of the project was to " work together to further decrease the number of farm
injuries and fatalities "
The purpose of this evaluation is to assess whether and to what degree the goal was met
and to make recommendations for future farm safety campaigns
In order to conduct the evaluation, EARTH WRITE completed the following work
• discourse, content and statistical analysis on 420 contest entries
• discourse analysis on all television and radio messages aired by the four media outlets
• statistical analysis of 343 radio logs and 756 television logs
• interviews with farmer participants, media personnel, AAFRD staff, school principals and
vice- pnncipals
• survey of response to media messages in surrogate audience of 57 marketing students
The following key conclusions were drawn
Project Design and Objectives
• The project design does not include a method for evaluating attitude or behaviour change
in the target audience beyond tabulating telephone calls to the station and numbers of
entries to contests
• Media outlets were not instructed to keep telephone logs or contest entries, so the data
evaluated for the project are incomplete even though evaluation was part of the project
proposal
• Project design was aimed at reception only ( I e " Did you see/ hear our message7") and not
attitude/ behavioural change ( I e " What do you know/ do now that you did not know/ do
before hearing/ seeing our message7")
• There does not appear to be any method of tracking the results from a single campaign
with those of prior or future campaigns in order to achieve a longitudinal measure of their
effects on farm injuries/ fatalities
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 farm7, Is it a rural audience that is trying
to promote its professionalism and way of life7
• 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
attitud&' 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
• School- based contests need extra attention because they are labour- intensive for both the
media outlet and the school staff This requires better partnership and planning in order
to achieve maximum effect
• In addition, school- based contests that are directly tied to curriculum ( e g Health classes)
are more likely to be addressed than contests that have no clear curriculum focus
Partnering
• Media and corporate sponsors need more planning time to be able to participate fully in
future campaigns More sponsorship dollars could be found more easily if AAFRD made
better use of its existing networks and long- time partners
• The rhythms of the media and school years, the farming year and the governmental
funding year are often at odds in the campaign As a result partners cannot or will not
participate fullv
RECOMMENDATIONS
To enable strategic planning for future pro] ects, we have placed our recommendations into
two categories: short- term and long- term recommendations Our rationale for this is that the
short- term recommendations can be implemented quicklv and easily without significant alterations
to existing programs The long- term recommendations require significant partnership building
and defining the role of farm safety within the larger context of rural development initiatives
Short- term Recommendations
Project Design
• ensure that project evaluation design and techniques become part of the initial planning
• identify and work with an evaluation team to develop a model for planning,
implementation and evaluation at the inception of the project
• develop evaluation templates and check lists that can be used for social marketing
campaigns specifically targeting farm safety
• develop tools ( study guide book, interactive CD- ROM) using the children s own
words and stones
Project Management
• ensure that audio and visual media are used to optimize listener and viewer patterns
RADIO - year round
TELEVISION - between October through March/ April
• ensure that media outlets place advertisements at appropriate times of the day
• ensure that media outlets work with a Farm Safety Specialist to make visual images
portray appropriate farm safety practices
• ensure that media outlets keep and provide a record of in- kind contributions
• ensure that media outlets keep all records of contest entrants and contest documentation
• create an impartial board from the agricultural industry, project partners, the rural
community and the school community to judge contest entries
• understand and be aware of the motivating factors of video participants, schools and other
partners
• create and maintain goodwill among partners by being aware of the particular parameters
that within which they work
• determine the needs of the participants ( for example, a computer for a school may not be
an appropriate " buy- in" to elicit school participation)
• reward and recognize partner participants for their work and commitment
Partner Consideration and Team Building
Media
• provide lead- time so that media outlets can optimize their own
resources and networks
• provide response to media outlets on successes and areas for improvement
Schools
• target schools for contest participation during the months of January and
February for optimum contributions from classes
• develop an " incentive for the whole school" so that school
administrators will buy- in to the project
• create model for inclusion in curricula with attention to time and content
• track children through the school system to ensure awareness is
maintained at all grade levels
Long- term Considerations
Project Management
• clarify the mission, purpose and values of the farm safety program with
industry and community partners
• develop WEB site links to farm safety partners, information and programs that
exist across Canada and the United States
Network Maintenance and Building
• develop and maximise existing external and internal networks
External Networks include media outlets, nonprofits, educational institutions,
health regions, agricultural societies, commodity groups, community
innovators and community role models
Internal Networks include existing departmental programs, other government
departmental expertise ( communications and specialists)
• communicate farm safety values and mission to the networks of member constituents
Creation of a Farm Safety Image
• reconsider the role and purpose of using the image of the " ideal" farm family
• reconsider the role of children in the farm safety message
• create a farm safety image ( audio and visual) that is easily identified by both a
rural and urban audience
• develop models of farm safety behaviour
• from models of safety behaviour, create advertising to produce a
desired behaviour
• bring the farm safety message closer to the reality of farming practices
• decide what farm safety is a way of life or a behaviour that needs modification
• show the benefits of a socially acceptable behaviour
1. Introduction
Alberta Agriculture Food and Rural Development ( AAFRD), Rural Development Division
obtained the services of EARTH WRITE Communications to perform an evaluation on the farm
safety media campaign, " A Safe Farm is a Great Place to Growl" AAFRD obtained funding for
this project through the Canadian Agriculture Safety Program ( CASP) Media outlets obtained
additional funding through in- kind donations and additional sponsor funding, while other
agricultural organizations provided some cash contributions The total project value was
$ 213,958 allocated as follows
CASP Funding $ 80,617
In- Kind ( generated by media outlets) $ 116,591
Other Cash Contributions $ 16,750
The Alberta Agriculture Food and Rural Development, Farm Safety Manager provided project
management, while Alberta Women's Institutes ( AWI) provided financial accounting for the
project
2. Background Information
2.1 What were the Campaign Objectives?
The ideal purpose of this social marketing campaign was to reduce the number of farm
accidents in Alberta, particularly in the livestock industry The immediate purpose of the
campaign was to positively affect both the attitude and behaviour of Alberta farmers toward farm
safety
These objectives were to be met by broadcasting television and radio farm safety messages
or vignettes across the province The messages were to be tied to contests Viewers and listeners
were to respond to contests by submitting their own tips for farm safety In return for prizes, the
contest winners were to have their tips aired on local media outlets
2.2 What was the Intended Content and Delivery Method of the Messages and Vignettes?
According to the project proposal ( Appendix " A"), the messages and vignettes
were to be constructed and aired in the following manner
• farmers/ farm families/ workers were to be shown describing how they farm safely
• messages were to be uplifting, emotionally powerful, and promote farming as a
way of life
• messages were to use a minimal fear factor
• messages were to air during programs targeted at the farm audience
• messages were to be broadcast during peak viewing or listening hours
• 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 Grow1"
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
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
2.7 How was the Evaluation Performed?
2.7.1 Theory Used to Guide the Project
Several theories inform and guide this evaluation diffusion theory, social marketing, and
agrarian ideology We will not provide an indepth discussion of these theories However, we will
give a brief outline of each as follows
Diffusion is the way innovations are communicated to individuals through communication
networks These networks are numerous and include social, electronic or personal But the
commonality is that these networks spread a message concerned with new ideas or existing
behaviour Communication allows communities of people to share information, perhaps coming
to a mutual understanding, thus persuading individuals or groups of people to adopt new
inventions and ideas ( Rogers 1995)
Social marketing is a campaign to change the attitudes and behaviour of a particular
population Marketers usually offer people some a particular product or service During the last
half of the twentieth century, marketing has also embraced not only selling a product, but also
selling an idea for non- commercial gain Marketing for non- commercial gain is motivated by a
social goal, often health or safety issues The campaign is organized by a specifice group ( the
change agent) who wants to persuade others ( the change target), to accept or abandon attitudes,
practices and behaviours Most common social marketing campaigns are agresssive campaigns
launched against, drinking and driving, smoking, or advocating the use of seat belts, or
commitment to environmental issues ( Kotler, 1989 amd Weinreich, 1998, OECD, 1993)
Agrarian ideology stresses the importance of the small independent land holder This
ideology portrays farming and, by extension agriculture, as a " calling " The " people" are honest
and self- reliant and live in a patriarchal society In this ideal world, farming is the same no matter
where one lives Differences in geography ( climate, culture, land, poplulation concentration) are
obscured from the realities of place Distance disparity is concealed, regional differences are
disguised The agrarian ideal celebrates a close- kit family and community spirit among its
members who have homogeneous ideas and attitudes with no discord or acrimony Socially,
politically, economically and geographically, the family farm becomes a cherished image ( Kelsey,
1994, Naples, 1994)
2.7.2 Methodology Used for the Evaluation
We initially decided to use two methodological techniques for this project analysis
content and context analysis The complexity and the extent of the irretrievable data of the
project required that we expand our methodology to include other techniques Thus,
tnangulation or multi- method measures became the preferred approach
According to Fbck ( 1991), tnangulation serves to clarify meaning by identifying different
ways a phenomenon can be viewed Huberman and Miles ( 1994) conclude that researchers can
collect and double check their findings by using multiple sources and modes of evidence
Tnangulation is where both quantitative and qualitative methods merge Using tnangulation helps
researchers ward off bias, check the viability of patterns and check conclusions
This method is particularly pertinent to this project, because we, as evaluators, came in
midway through the project and after much of the information was lost or incomplete Therefore,
we used 1) content and discourse analysis to evaluate the contest entnes, 2) discourse and
content analysis to evaluate the visual and audio media tapes, 3) personal interviews with school
principals, contest winners, fanners taking part in vignettes, personnel from AAFRD, Farm
Safety Program, and the Rural Development Division, personnel from the media outlets of CFRN,
CFCW, CISA/ RDTV, CJXX, 4) questionnaires administered to public relations students at Grant
MacEwan Community College ( GMCC) and marketing students at Northern Alberta Institute of
Technology ( NAIT), 5) quantitative analysis of media logs that were available from AWI until
the end of December, 1998 ( the data is incomplete because not all invoices had been forwarded
from the project manager to AWI for payment and contest entries
3. Analysis of Television Media Campaigns
3.1 Analysis of Media Logs - CFRN, CISA/ RDTV
For comparative purposes the media logs for CFRN, CISA and RDTV are shown The
total number of advertisements aired for all stations was 756 ( Figure 1) From the media logs,
we were able to determine the percentage of advertisements aired by month, by day, by hour of
the day and cost
All three media stations aired approximately the same number of advertisements ( Figure
1) However, significant differences occurred in month, time aired and cost CFRN aired all of
the advertisements dunng the months of May, June and September as requested by AJberta
Agriculture Food and Rural Development, Farm Safety Manager CISA and RDTV aired the
advertisements over a longer penod April thru October ( Figure 2)
All stations aired the advertisements evenly throughout the week, however CISA and
RDTV placed a significant number of advertisements on the weekend ( Saturday and Sunday)
CISA had more advertisements aired during weekend slots and these advertisements were
predominately " in- kind" contnbutions ( Figure 3) The three stations attempted to target peak
viewing hours ( Figure 4) early morning ( 5 00- 9 00 hrs), early evening ( 17 00- 19 59 hrs ) late
evening, ( 22 00- 23 59 hrs )
CFRN was the only station placing a substantive number of advertisements during the
early morning hours ( 0 00 to 4 59 hrs ) From the media logs, we could determine programming
placement for RDTV only RDTV placed many advertisements during programs specifically
suited to a rural audience These shows included Country Canada, Take 8, Market and Venture
and the CBC news
CFRN had the largest percentage of advertisements in the $ 101 00 to $ 250 00 price
range From the CISA logs, we were able to determine that approximately 15% of the
advertisements were in- kind contributions We analysed the costs of CFRN and CISA by the
cost and time placement of the advertisements CFRN placed 9% of its advertisements in
between 00 00 hours and 04 59 hours of which 5% cost between $ 0 00 and $ 50 00, and 3 %
were in the $ 101 00 and $ 250 00 range Twenty- five percent of the advertisements were aired
in the 18 00 to 18 59 and in the costs range of $ 101 00 and $ 250 00 ( Figure 6)
CISA placed 8% of the advertisements in between 05 00 hours and 06 59 hours within
the cost range of $$ 0 00 and $ 50 00 Twenty- one % of the advertisements were placed in the
17 00 to 17 59 time slot, with 9 of these advertisements costing between $ 0 00 and $ 50 00 per
advertisements and 12 % of the advertisements were " In- Kind" Another 21% of the
advertisements were placed in the 22 00 hour to 23 59 hour time slot at a cost of between $ 51 00
and $ 100 00 ( Figure 7)
All of RDTV advertisements were costed at $ 50 00 per time slot Sixty- seven percent of
the advertisements were placed between 14 00 and 19 59 hours This reflects a significant
number of advertisements being aired on the weekend during rural focused programming
3.2 CFRN Overview
This station aired farm safety tips provided by AAFRD and solicited entries containing
farm tips from patrons at 40 Albert s Restaurants across the province The winners were taken
to an Oilers game and their tips were aired on television
Although we address this issue with respect to CFRN, all of the media logs demonstrate
that AAFRD needs to take heed of the cycles of farming activity when it organizes a media
campaign aimed at the farming community Weather patterns throughout the province dictate
planting, haying, and harvesting activities with variations for different regions Planting, haying,
harvesting and calving are well- defined seasons that characterize the farming cycle Planting
generally occurs between later March and late May, haying between June, July, and sometimes
August, harvest between late August, September and sometimes October These activities
require that farmers be in the fields during favourable conditions, often from midmorning to late
evening From October to March, farmers take a breather from the hectic pace demanded by
these three activities
The television campaigns have targeted the farming audience during the months when it
is less likely for farmers to be watching television March through September Farmers may be
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- descnption 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 farming 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
restaurants The contest ran at the same time as the tips were aired, consequently, the tips tended
to mirror the published tips The prize winners two from Edmonton, one from Ponoka, were
awarded an evening in the station's Skybox at an Oilers game
A member of the CFRN staff, who had lived in the country, judged the entries The
evaluators were told that the winning entries were judged on creativity and on how well the tips
might be adapted for television
The station kept none of the contest entries Therefore, no analysis could be conducted
by EARTHWRI7E
3.3 CISA/ RDTV Overview
CISA aired eight - 30 second vignettes it had produced in concert with AAFRD, along
with several promotional spots for the contest CISA sent letters and contest information to all
superintendents ( Appendix " G"), principals ( Appendix " H"), and grade five teachers ( Appendix
" I") in their broadcast area requesting a 2- 3 minute video or short story book, " written and
illustrated, depicting how a farm accident may be prevented " The prize for the winning school
was a computer and class pizza party and an opportunity to have the entry aired on television
The nineteen semi- finalists and five People's Choice winners were also to receive pizza parties
( Appendix " J")
The CISA campaign allowed us the opportunity to analyze both the promotional material
and the contest entries Since CISA owns the RDTV station, they ran the same televised material,
and since all of the contest entries EARJHWRIIE received were from the CISA broadcast area,
we will refer throughout this analysis to the campaign as the CISA campaign
The contest entries analyzed here are from the 1997- 98 contest CISA had submitted a
proposal to Alberta Agriculture based on a much larger proposed budget When the actual budget
monies were received in April of 1998, they were too low for the station to participate with a
fresh contest and fresh video production Nevertheless, the station worked hard to obtain an
outside sponsor in order to fulfill their part of the 1998 campaign The sponsor backed out at the
last minute in November of 1998, leaving CISA unable to fulfill its 1998 portion of the campaign
In an effort to do what it could to support the 1998 campaign, the station, therefore relied on the
previous year's work to air in the 1998 season 1
The only new element added to the 1998 campaign was three to four farmer vignettes
Even though, the previous campaign generated the data analyzed below, the parameters
for the 1998 campaign had not changed substantially from the previous year and the data are
i A personal interview with Renee Peterson of CISA
congruent with data submitted by other media outlets for 1998 For this reason we have included
the CISA contest data in the evaluation for reference purposes
3.3.1 Discourse Analysis of Thirty Second Vignettes
3.3.1.1 Theme and Target Audience
The CISA television campaign has two components eight 30 second vignettes from local
farmers and ranchers about how they view safety, and a series of contest promotional spots
targeted at grade five students The discussion in this section deals with the 30 second vignettes
The " farm safety world" depicted in the 30 video messages is ideal and exceptionally
coherent these 30 second spots are targeted for an adult, predominantly male audience, aged
between 30 and 50 years, married, with several preschool or preteen children In these spots, the
farmer is depicted as primary change agent for farm safety
The farm family is depicted as harmonious, caring, multi- generational, capable and
responsible The assumption is that men do the farming, women take an interest in the farm, but
perform a traditional supportive role, children do not take an active part in the farm operation,
but male children are expected to take over as their fathers retire
The " story" of the videos is also ideal and therefore culturally recognizable at a
subconscious level for the audience the farmer/ father is demonstrating his values ( and the values
of farm life in general) by telling a story about problem- solving In this case, the story is about
how the lone tiller- of- the- soil has overcome danger by inventing a better or safer way to farm
The better way generally relates to the " things" on the farm These visual images are diffusing
new ideas about making equipment work better, but not necessarily working safer For example,
videos show a better power take- off ( PTO) cover, a better bin opener, or a modified spaying unit
Farmer's use their ingenuity to make the farm a safe place for their children This is
emphasized by the repeated image of the next generation playing happily at the end of each
vignette, concluding with the slogan " A Safe Farm is a Great Place to Growl"
All of the farms in this ideal world are affluent The farming operation uses large
expensive agricultural equipment ( combines, tractors, sprayers, cattle handling equipment, horse
trailers) and expense vehicles, the yards and homes are well maintained and neat The farm
families are good- looking well- managed, and everyone is dressed in the latest fashion, the fathers
( and the one mother who speaks) are articulate These images are successful images All of the
farmers seem to work full- time on the farm, all of them seem self- employed No farm workers are
depicted
The audio track mirrors the video image the audio message emphasizes thoughtfulness,
control and solutions " If you do this then you will be safe " This farm safety world is black and
white No grey areas of indecision, faulty judgment, stress, hindsight or fear exist None of these
people ever seems to have suffered a farm injury The implication is that none of them will ever
be injured or maimed The message behind this image is that these farmers are safe from harm
because they have the money, the knowledge, the forethought and the time to make safety
modifications to equipment and to work safely in every aspect of their farming environment
Even though these vignettes were produced by a southern Alberta station, they do not
take into account the variations in agriculture across the region feedlots, irrigation or
horticulture Farming is portrayed as a homogeneous activitiy whether or not the operation is
located in Coutts or Red Deer, Alberta Yet, farming vanes across the province, pnmarily
because of geography, infrastructure development and restructunng of the agncultural industry
( inland grain terminals for example) In short, these videos are pnmarily targeted at the
traditional farms involved with cattle and grain
3.3.1.2 How does the Ideal Farm Image Affect the Purpose of the Media Campaign?
Relying on the ideal image for a visual campaign is one method of communicating to the
intended audience An ideal is a very powerful force in all societies it is the storehouse of values,
it dnves hopes and aspirations and produces models for living If the purpose of the campaign is
to reinforce an image of what the farm family is, of what the farm family's contnbution to society
is, then this ideal story- type is an appropriate choice
However, using an ideal image in media campaigns has limitations Most importantly, the
image image is static and therefore a poor vehicle to use if the purpose is to address issues of
change, or every day lived expenence and the effects of farm accidents
The evaluators find that disjunction between the purpose of the campaign and the image
portrayed in the visuals 30 second vignettes exist The objectives of the campaign are to reduce
farm- related accidents and injuries by changing attitudes and modifying behaviour Yet, even
though the farmer- characters of the vignettes are discussing how they make their farms safer, the
overwhelming message of the videos is one of an idyllic farm family life The ideal overshadows
the farm safety message
Absent from this ideal representation is any realistic depiction of the results of farm
accidents This is significant since research on attitude change has consistently shown that
moderate fear appeals are very effective ( Witte, 1992) These videos have a " no fear" appeal
Danger on the farm has already been eliminated before the cameras start to roll Danger has been
made abstract, what is concrete is the result of the farmer's work the modified equipment and
the happy family AAFRD will need to assess whether this strategy matches the stated intent of
the campaign
EARTHfVRITE Page 16
3.3.2 Analysis of CISA/ RDTV Video Contest Entries
CISA/ RDTV received entries from thirty- six schools all of which were in the CISA
broadcast area The station targeted grade five and six children because elementary school
children are introduced to a unit on the farm in grade four CISA believed that this campaign
would follow up on that introduction
The entries came from grade five and six students and took the form of video tapes, or
prose stones with illustrations The station received entnes in many different formats but, for
storage reasons, did not save them all The station forwarded, to the evaluators, copies of all the
print promotion and of the televised promotion In addition, they sent copies of the winning
videos plus a selection of the non- winning videos Finally, the station forwarded the paper entries
from two schools
3.2.2.1 What were the Students asked do do?
The appeal contained in these promotional spots lays equal emphasis on the value of farm
safety as and on the pnzes offered
The televised promotions urge students to produce a video, the promotions offer some
of the 30 second vignettes as examples of videos to emulate or improve Both the video models
and verbal instructions encourage the children to be creative, include their own ideas, take their
own approach to the topic, and produce something dynamic and visual As a result, relatively few
of their videos contain " canned" lists of safety tips or stilted dialogue where children are
obviously reading from cue cards or notes prepared by the teacher or AAFRD The videos
therefore provide a good reading of what children " know" about farm safety and their attitudes
toward it
The station engaged the services of a teacher to develop the written material sent out to
the schools, these matenals approach the contest somewhat differently The appeal to the
Supenntendents and Pnncipals is clearly to win a computer for the school The appeal to farm
safety is minimal The letters to the teachers highlight the pnze and the deadlines, but dwell
mostly on how to put the contest submission in ( Appendix " K") Lists of safety tips and lists of
kinds of submissions are provided, sample parental consent forms are included — in short, the
appeal is prepared to make it easy for the teacher to engage in the activity
The results of this highly- structured " paper" approach is that there is less deviance from
the provided models in the students' written entries than there is in the video entnes Children
return lists of farm safety tips that closely resemble ( or simply repeat) the tips sent out from
AAFRD The only clear measure here is that the matenals were received Where these tip lists
constitute the entries, therefore, there is no indication of attitude or behaviour change, but
perhaps a measure of awareness
3.3.2.2 How were the Entries Judged?
Entries were to be judged according to four catena realism, clant\ of message,
originality/ creativity, and artistic presentation ( Appendix " L") According to station staff, the
judges were chosen from the contest sponsors
3.3.3 Discourse Analysis of Children's Videos
3.3.3.1 Children as Agents of Change
The televised contest promotions target the children as both change agents ( e g " your
video will influence your parents to farm safely") and change targets ( e g " play safely on the
farm") In the contest promotions provided by CISA the farm is NOT an ideal world The farm
is a place where children can and do get hurt It is a place where the effects of not being safe are
openly discussed In other words, in the promotion video CISA made an approach to children
outside the realm of the " Ideal Farming World " Their televised approach to the children is made
on several fronts
• it is " cool," to be safe,
• children can act and have answers,
• children can affect the actions of their parents,
• children can even do better than adults by submitting " better' videos,
• prizes and the farm safety message have equal power to motivate the
desired behaviour
In short, the farm represented in these promotions is far from being an idyllic world it is a place
where things change, it is a place where things happen
3.3.3.2 The Child's Farm Safety World
This lively, competitive tone is reflected back in the children's video entnes Overall they
act out not only the causes but also the effects of good and bad farm safety practices The
children evoke images of two kinds of farm safety world The first kind is an entirely child-centred
farm safety world, focusing on the activities and dangers inherently associated with farm
life In these videos, children are responsible for their own safety, the child- characters act out
falling in dugouts, falling off bales or tractors, getting caught in barbed wire, feeding animals
safely, or nding horses safely The children acting in these videos are predominantly female
Since the videos were generally more child- generated than are the wntten submissions
and since they rely on stories, they show knowledge and attitude better The children generally
follow the pattern of the " moral tale" in these videos That is, " If you farm or play safely you will
prosper, if you fail to do the safe thing, you will suffer And the moral of this story is Safety
Rules I"
Children of this age range ( ten to eleven years) love to use this story type preteen and
early teens are essentially moralists — they willingly embrace a cause, they are quick to condemn
wrongdoing, especially in others The joy with which they shout out in unison their " farm safety
morals" at the end of each video demonstrates this attitude
3.3.3.3 The Child in the Adult Farm Safety World
The second kind of video shows children dressing, acting and talking as though they were
adults One video uses a pair of overall- covered legs attached to boots These boots are placed
so that the audience can see that this is all that remains of someone who has been caught in an
auger, or pinned under a vehicle Several videos depict children dressed in protective gear while
working around chemicals or grain bins Or the children may be dressed in coveralls and work
jackets acting out everyday tasks like locking grain bins, or disengaging a PTO There are several
important points to note about this second category of video
• its clearly informed by the ideal of the family farm
• its the child- actors are mostly male, or made to represent men, women are
portrayed as being in the house ( serving coffee, or on the phone)
• it represents safety as machinery- related
• its child actors portray adults, but are very familiar with not only the issues, but
with how to handle the equipment or stock involved in the shot
The children in this second category of video see themselves as part of ( or about to
become a part of) the adult farm safety world At grade five, many of them may be operating
some machinery on the farm
3.3.3.4 How do the Written Entries Differ from the Video Entries?
The written entnes generally take the form of a story These stones either discuss how
a farm safety problem was solved ( e g inventing a fence and exterior platform so that the farmer
will not slip into the feed truck), or describe in graphic detail the gnm results of a farm accident
( amputations, mangling or burning vehicles)
These stories do not use the ideal farm as their context In these stones, children are
involved in the decision- making at the farm table Women feed animals and operate equipment
and sometimes get hurt Children don't listen to good advice, and men fail to take safety
precautions
The focus is not on the single family operation, but frequently mentions the activities and
accidents that occur in the distnct, between extended family members and friends, or on the
media The children are very aware that their farm lives are lived within a community context
This context is not evident in the 30 second ' adult" vignettes
3.3.4 Why Did Farmers Agree to be Part of the Vignettes?
We interviewed, by telephone, 50 % of the farmers portrayed on the vignettes and asked
them these questions Why did you agree to be part of the vignettes7 What did you believe the
vignettes were saying to the viewing audience9 and What did you want the viewing audience to
understand from the advertisements9
The farmers suggested that they wanted to be part of the media campaign for the
following reasons
• to indicate that farmers and farm families are committed to safety
• to demonstrate that generational transfer is important to the family farm
• to show a positive image of agriculture
The farmers believed that the vignettes told the viewing audience that
• farms are a positive place for children to be raised
• urban people need to understand what farmers do
• farming is a good and happy way of life
The farmers also wanted the viewing audience to understand other aspects of farming
• that farming is a profession
• that professionalism is strong in the industry
• that self- regulation takes place within the industry
The farmers assume that their farming colleagues already have the safety message, but that
thev need to send a message to a different audience altogether, an audience which is urban and
possibly regulatory This message has a socio- political intent that has a particular resonance for
farm safety, but that may not be congruent with the CASP project
4. Analysis of Radio Media Campaigns
4.1 Analysis of Media Logs - CJXX, CFCW
We analysed a total of 343 time logs for CJXX and CFCW While this information is
incomplete, it nevertheless gives a strong indication of the time, day and month the
advertisements were aired
Table 1 Percentage of Advertisements Aired by CJXX and CFCW
Media Outlet % of Advertisements
CJXX
CFCW
58
42
100
Source Original Data, N= 343
CJXX had the majority of the advertisements with 58%, while CFCW had aired less than 50%
of the total advertisements
We then analysed the advertisements by the day they aired Both outlets were almost
identical in the number of advertisements that were aired Monday through Friday ( Figure 8)
CJXX aired between 11% and 15% of the advertisements daily, slightly more than CFCW who
aired between 8% and 9% No advertisements were aired on Saturday and Sunday
CFCW aired their advertisements over a longer period ( April through October) than did
CJXX ( Figure 9) CJXX concentrated all of their advertisements in the months of July, August
and September CFCW did not air any advertisements during the month of July CFCW had the
highest number of advertisements aired during the months of May and October
CJXX placed all of their advertisements between 12 00 and 12 59 hours ( Figure 10)
While, CFCW spread their advertisements across the morning between 6 00 and 13 59 hours
CFCW indicated that they were able to target a larger viewing audience if the advertisements
were spaced over a broader time frame
The cost of the CFCW advertisements was $ 100 00 per advertisement and the CJXX
advertisements were a contracted amount of $ 800 00 per month Therefore, we did not perform
any additional analysis on the advertising costs
4.2 CJXX Radio Campaign
The CJXX campaign yielded little data for the evaluators A February 10, 1999, memo
from Ann Graham, Retail Sales Manager for the station to Solomon Kyeremanteng, AAFRD,
Farm Safety Manager states the following
Due to the fact that the program started back in the spring of 98 and
our contest give- a- way's were during the summer, it is impossible for
me to fill in your tracking forms with the names of the winners Had
I received this request at the beginning, I could have done so, I cannot
access the ' logger' tapes as we only keep them for a 30 day period,
and the ' win sheets' are discarded after 60 days I can tell you from
recollection that we were receiving approximately 30 calls per day
when we were doing contesting for the prizes you supplied I was
not aware that you required this sort of documentation ( Appendix
" M")
Since the evaluators were not able to obtain any other data from CJXX, our analysis relies on
their media logs
4.2.1 Analysis of Audio Messages
The audio messages aired on CJXX and CFCW were provided to the station by AAFRD
They consisted of five short vignettes of farm life These messages are similar in theme to the
video vignettes in that they focus on farm family life A guitar introduction fades to the sounds
of children playing, dogs barking & cattle bawling A father says, " OK, guys gotta go to work "
His children chorus, " See you after school " A tractor starts up, a narrator gives the AAFRD
slogan and then the vignette is personalized with a name For example, " This announcement is
brought to v ou by my dad, Bob " These vignettes were aired along with a series of farm safety
tips provided by AAFRD, most of which emphasized quality of life Like the CISA television
vignettes, the radio messages make minimal connection between farm safety and the content of
the produced message
4.2.2 Analysis of Interviews
Station staff could provide little information to evaluators beyond the fact that the
audiotapes from AAFRD had been aired, that contests had been run and that prizes provided by
AAFRD had been distributed
4.2.3 Analysis of Contests
No analysis was possible as no records were kept
4.3 CFCW Radio Campaign
The CFCW campaign took place in three segments mandated by Alberta Agriculture
Apnl- June, July- September, and October- December, 1998 The campaign consisted of aired tips
and messages, mostly dunng the noon farm show However, in its enthusiasm for the campaign,
the station began to expand the original plan by ainng tips and running extra contests during the
morning show and then throughout the broadcast day They gave away ten St John's Ambulance
Safety Kits for three weeks dunng May and June as an ad hoc contest after the ainng of the farm
safety tips They gave away T- shirts from AAFRD, at random The station did not log the calls
from the audience but, based on their history of running such campaigns, indicated ( like CJXX)
that the public response was good
Usually, the station aired the CASP ads in the morning show, and AAFRD tips and
Agricultural Society announcements during the noon show, closing with a farm safety tip from
contest entrants Once the school children began to submit their tips ( Appendix " N"), the station
altered Alberta Agriculture's tips one day with contest tips the next
Besides running the tips and contests, CFCW displayed the contest entnes in binders to
the general public at the station's Farm Fair booth
4.3.1 How were the Entries Judged and the Winning Entry?
Station personnel short- listed some entries Solomon Kyeremanteng, from AAFRD chose
the winner, based on creativity, the work involved in the entry, and the quality of the tip
Attached is a copy of the only winning entry available to the evaluators from the whole project
( Appendix " O") Other examples of entnes are included one from the same school as the winner
and one from another school ( Appendix " P")
4.3.2 How was the School Contest Run?
The school contests did not take place in the spnng as planned, but in the fall Letters
were sent out to schools in the first week of September with an October 9 deadline Winners were
announced on October 16 Letters were sent out to the teachers directly The station received
399 responses from children in thirty schools throughout their broadcast distnct
Initially the plan was to award a computer to the winning school and T- shirts to four other
classes In practice, the station sent T- shirts out to six other classes
The written instructions for contest entnes were constructed by the station, not AAFRD
They parallel the televised instructions aired by CISA in that they emphasize farm safety tips,
rather than the prizes to be won ( Appendix " Q")
4.3.2.1 Analysis of the CFCW Contest Respondents
CFCW radio and CISA television had contest promotions for farm safety CFCW
retained 399 written contest entnes while CISA retained 21 wntten entries The responses to the
CFCW contest took many forms poems, posters, short essays, lists of tips, single tips anecdotes,
autobiographies, and letters The CISA entries were stones and letters from the students
From the students entnes provided, we could perform an in- depth content analysis We
quantitatively analysed a total of 420 entries, or respondents, for this portion of the evaluation
We created fifteen vanables for this content analysis
The discourse analysis is based on a triangulated approach that combines the findings of
the content analysis and the discourse analysis This approach has been shown to be most
effective in the analysis of social marketing media campaigns
Fifty- three percent of the respondents were male, 46% were female and 1% were
umdentifable by gender ( Table 1) A total of thirty- two schools took part in the contests
TABLE 2: GENDER OF RESPONDENTS
Gender % of Respondent
Male
Female
Unidentified
Source Original Data N= 420
Sixty- one percent of the respondents were in grade five, 24% were in grade six while 15
% were unidentifiable by grade ( Table 3)
TABLE 3: SCHOOL GRADE OF RESPONDENTS
Grade % of Respondents
Grade 5
Grade o
Unidentified
Source Original Data N= 420
The respondents came from eight health regions across the province with the largest
representation from Westview followed by Aspen and Lakeland ( Table 4) As expected the
largest concentration of respondents came from East Central Alberta Seventy percent of the
respondents came from four health regions Westview, Aspen, Lakeland and the East Central
Region These regions surround the provincial capital region ( Appendix " R")
The farm was the place of residence for 66% of the respondents while 17% were non- farm
( acreage or in town) We were unable to identify place of residence for 18% of respondents
53
46
_ 1
1( 111
(. 1
24
15
100
Table 4: PERCENTAGE OF RESPONDENTS RESIDING IN HEALTH
REGIONS
Health Region % of Respondents
Westview 2b
Aspen 23
Lakeland 21
Crossroads 11
Capital Health 8
Keeweetinok. Lakes 4
Last Central 3
Headwaters _ 2
Total 100
SOURCE Original Data N= 420
Ninety- one percentof the respondents suggested that they were non- active participants
in farm activities, 7% were semi- active while 2% were active in farming activities We defined
active when the respondent's response included phases such as " I help, I do this with my
Dad/ Mum or other family member" or " when my friend/ Dad/ Mum/ Sister/ Brother was doing "
A further discussion of this response is included in the " Child's Safety World "
The first item that they mentioned in their essay, letter, poster or other entry indicated
which area of farm safety concerned them the most The respondents indicated that machinery,
65%, followed by animals, 14%, were things to watch out for on a farm ( Figure 11)
Using the same criteria, we were then able to determine what the children believed was
the most likely cause of a farm accident Fifty- two percent of the children believed that machinery
caused farm accidents while 11% believed animals were involved ( Figure 12)
The responses also provided insight into the effect of a farm accident Eighteen percent
of the children believed that an accident would result in an amputation either by an auger or a
power take- off, while 17% believed an accident would result in being runover by a piece of
equipment Twelve percent cited animal effects of an accident such as being chased, pinned,
bitten or trampled ( Figure 13)
We then analysed the contest entnes by grade This produced insight into the effect of
the message the children were receiving Grade five students were more likely to be more aware
of the type of farm accident that occurs than were the grade six students Thirty- seven percent
of the Grade 5 students cited machinery as a pnmary concern while 15% of grade six students
reported machinery Animals were cited by 8% of the grade five students as contnbuting to farm
accidents compared with 6% of grade six children We also analysed genenc causes of farm
accidents by grade Grade five children were 2 Vi times more likely to cite machinery as a cause
of a farm accident than were grade six children ( Figure 14)
4.3.2.1.1 The Child's Public and Private Farm Safety World
The discourse analysis is based on an analysis of the theme, narrative voice, and intended
audience, setting, characterization, and tone
In addition to the findings from the CISA campaign, the CFCW contest results further
emphasize the PUBLIC and PRIVATE farm safety world of the child The child's public world
is community focussed and ranges well beyond the farm- gate The stories are community and
locally bound by time and tradition These stories are graphic and real Several examples of these
public stones follow
• " I know a lot of people who have been hurt by farm equipment One man
lost his arms from the elbows down He got them caught in a baler He
had to get hooks "
• " I know a man when he was a boy and he was playing around a combine
and he lost most of his arm
• " Let me tell you about a neighbour who got injured Once, on of my
neighbours was putting pink powder in his grain with a shovel The
shovel got caught in the flighting of the auger He never let go and his
arm went into the flighting His arm got all torn open He went to the
hospital and they figured that they would have to amputate his arm They
did "
The child's pnvate farm safety world is one of " hands- on expenence " These children
have expenenced first- hand the trauma and effect of an accident Again, their stones are graphic
but what is more important, they are " fear stories " It matters not if these stones come from
expenence or from the family's collective knowledge These stones serve to reinforce the cause,
the effect and the ultimate personal horror of a severe farm accident Several private stories
follow
• " my Dad taught me to watch where I'm going because one time my other
brother got ran over with the tractor by accident "
• " my Dad when he was oiling it [ machinery], his glove was too big and it
got caught in the chain and his hand got caught and went with the chain
and cut his fingers off"
• " a cow that we were trying to get into a squeeze smashed my Mom up
against a metal gate "
• " my Dad lost his leg up to his nee [ sic] from a power tac [ sic] off"
This pattern is repeated in the other school contests but somewhat less graphically
Whenever the students are allowed to respond in their own words, they relish the opportunity to
display their intimate knowledge of the results of farm accidents This is likely the result of their
average age ( 10- 11) and their increasing participation in and consequent awareness of the realities
of farming
5. Why did Schools NOT Take Part in the CFCW Media Contests?
We wanted to know if there were any specific reasons that schools did not participate in
the media contest initiated by CFCW We randomly selected nine schools in the CFCW listening
area that did not participate We spoke with the school principal or vice principal in each of the
nine schools and asked the following questions
• Were there any constraints that prevented the schools from participating7
• What was the split of the school population between farm and non- farm children7
5.1 Time and other Activities
We found that Farm Safety activities compete with a host of other similar activities that
include Rural Crime, Bus Safety Environmental Issues. County Safety, Sports, Remembrance
Day Essays Christmas and other holiday activities not to mention awareness programs for
alcoholism, drugs gambling, cultural and sports activities
Schools appreciate receiving the materials early in the school year but, because teachers
decide individually when they will incorporate the material on farm safety, participation from
schools will remain spotty if AATRD narrows the parameters significantly for the purposes of a
contest
Many schools indicated that the optimum time for reviewing entry requests for contests
would be December and early January Teachers generally have more time in January and
February to engage in these activities
5.2 External Examinations
Schools are heavily involved preparing students in grades 3, 6, 9, and 12 for school
district, provincial, and national exams In addition, other achievement measures such as the
Gates- McGinite reading composition and skills test runs for two sessions fall and spring
Therefore, these grades are not a good choice as targets for large projects like the farm safety
contests
EARJHtVRITE Page 2"
5.3 School Curriculum
Principals suggested that, for farm safety to be incorporated into school activities, the
activity must be well- defined with concise instructions It must also allow for a realistic time
frame in the classroom a maximum requirement would be two 4^ minute periods
5.4 Farm/ Non- Farm Demographics
Five schools reported that 1/ 1 of the children were from farms tour schools reported that
2/ 3 of the children were from farms These statistics derived from telephoning nine schools in
rural central Alberta seem to reflect the decreasing portion of the rural population actually living
on farms and may suggest alterations to the kind of campaign run by AAFRD A \ F RD may wish
to target more heavily those schools where most of the students actually live on farms AAFRD
may wish to approach farm safety issues differently
6. What Did the Interviews with Media Personnel Reveal?
Interviews with media personnel provided insight and observations pertaining to their
involvement with the project We have categorized the observations from the peisonnel as
follows
Pride of Partners: Station personnel are very proud of the work they have done in conjunction
with the farm safety program, they feel that their work makes a difference in the community
Local Images: Station staff are very proud of their own video and audio productions, which they
feel have local setting, using local conditions Thev prefer to air messages that aie relevant to
local farmers
Use of the Ideal Televison station staff are convinced of the efficacy of the positive image"
campaign, they say that farmers will turn away from the station if the messages contain any feat
component
Branding: The media outlet personnel encourage AAFRD to consider branding" the farm
safety message that is, choosing a consistent visual and audio image that the geneial public will
associate with farm safety ( much the same way that the Hockey Night in Canada" jingle is
instantly recognized by every Canadian) This would be more cost- effective and lesults- effective
that altering the visual and audio identification with each campaign This issue is reitetated in a
letter to CASP from Jim West dated May 21, 199- 7 ( Appendix R )
Planning: Station personnel urge AAFRD to include the media in the planning of the event for
several of reasons production time, budgeting, and finding sponsors
More Lead Time for Production: Staff at the stations urge AAFRD to involve the media
at the planning stage A 2- year lead time would be ideal, so that they can plan their own
schedules, secure adequate sponsorship, and develop any matenals necessary
More Lead Time for Budgeting: Sponsors budget a year ahead of time, coming to a
sponsor even three or four months ahead of time often means that " Alberta Agnculture
is Picking up the Crumbs" of the sponsor's advertising dollar
More Lead Time for Finding Sponsors Stations need more lead time to find appropnate
sponsors, for example, large equipment dealers do not always see safety contests as a
significant way to increase their sales For example, CFRN's finding Chevy Farm for this
contest was serendipity, since the message and approach just happened to match what the
sponsor was already doing in its own advertising
The onginal approach to the stations suggested that there would be a lot of money
involved, so the stations built their own proposal on that assumption The reality of the
budget meant that they were sometimes placed in an embarrassing position of having to
re- cycle matenals developed the year before They need more lead time to secure
appropnate sponsorship for pnzes Without a clear idea of the final budget or shape of
the campaign, the sales staff has difficulty in secunng sponsors
An example of this situation is taken from CFCW, which based its initial planning
for the 1998 campaign on the assurance that their portion of the project would be in the
order of $ 61,000 In the late spnng they discovered that this portion was actually
$ 15,000 Having already committed to a proposed involvement, the station had to
scramble to find sponsors to cover the costs The station would appreciate receiving more
accurate information earlier in order that they can contribute properly to the campaign
Make Use of Existing Networks: The media outlet personnel urge AAFRD to make better use
of its longstanding relationships with certain sponsors and existing partnenng networks One
effect of this strategy would be that stations would not have to scramble every year to find new
sponsors Another effect would be more effective marketing
Contest Management: Staff indicate that contests are a lot of work, they had originally been
asked to contact every school in their distnct The dozens of call backs to pnncipals and teachers,
explaining details of the contest took a great deal of staff time
Many of the submissions arrived in non- standard format ( e g two 11" x 17" boards taped
together), which made storage a problem for the station and which also made it difficult for the
station to provide copies of the submissions to the evaluation team
Asking schools to submit video components means that most of the submissions are of
inferior quality ( i e not of broadcast quality) Despite the original criteria for originality and
applicability contest winners tend to be those that can be shown on television
On Air Timing: Consult with media outlets about optimum running times For example CFRN
was instructed to run the safety tips at the same time as the Albert's Restaurant Contest station
staff felt that this meant the contest entries especially from urban entrants tended to parrot" the
tips being run on television
Evaluation: The stations would appreciate receiving a copy of the 1998 campaign evaluation
report so that they can improve their participation in future campaigns They would like to be
able to incorporate that information into future participation
7. Results from a Surrogate Audience Survey
Since the evaluation was conducted some months after the initial ainng of the television
vignettes, we were unable to obtain immediate reaction to them by the intended audience Instead
we constructed a surrogate audience from among three classes of marketing and public relations
students at Northern Alberta Institute of Technology ( NAIT) and Grant MacEwan Community
College ( GMCC) for a total of fifty- seven respondents
We concluded that this would be an " informed" audience since they were all studying
marketing Furthermore, a poll of each class revealed that approximately 25% of the students
were from farms In other words, the surrogate audience was both technically informed about
the marketing strategies used and reasonably familiar with rural life
The respondents watched the eight 30 second messages produced by CISA They were
given no indication of why they were watching the videos but were told that, after watching they
would be asked to fill out a questionnaire ( Appendix " T") A discussion penod with the
respondents followed Results from the questionnaire and the discussion are as follows
7.1 Success of the Message
7.1.1 Style and Production Values
The surrogate audience of 57 thought the videos messages were professional attractive
and well- wntten They did not find the presentations unique ( 58%) stimulating ( 53%) or
innovative ( 58%) Thirty- seven percent indicated that the messages conform to the personal
Public Service Announcement ( PSA) style The presentation style of the messages appear to be
like other messages in the genre
This reaction could be either a positive or negative result for AAFRD On one hand, if
AAFRD's purpose is to jar the audience into awareness and action, this style is unable to
accomplish that objective On the other hand, if AAFRD's purpose is to reinforce an existing
message with identical messages, then this style is successful
7.1.2. Audience
The respondents indicated the videos were largely aimed at adults in the 30- 50 year age
bracket, and that the ideal audience was either the farmer or farm family Note that ther
perceptions about audience are different than those of the farmers in the vignettes
However, these respondents indicated that there was a need to clarify the audience that,
in order to appeal to the actual farm family, women and children need to speak In general, the
respondents expressed confusion about target audience and the purpose of message The
respondents written comments are noted below
• it says something to the effect of keeping the farm safe, but who is targeted - children9
adults9
• represent less affluent farmers, they're the ones being innovative about safety
because poor quality products are all they can afford
• I'm not sure if they're telling farmers to take precautions on making your farm safe or
being an example for kids to follow
• Do they want me to move to a safe farm7 Do they want me to think farms are great7
Should I take my daughter to a farm7 etc
• If it is geared to children, the language should be more suitable, more actual shots of
performing safety measures, possibly in the form of a cartoon
• only once was there a verbal comment from someone other than the male farmer
— lose out on appealing to prospective audiences who could pass on the safety
message
7.1.3 Narration
The group felt that the messages used appropnate level of language and type of example
and that they were about the nght length They felt the tone of the narration was positive, helpful,
friendly and that the tone matched the message
7.1.4 Theme and Content
The respondents thought the content was clear, accurate and appealing, balanced, and
credible This reflects the honest and forthright manner of the style and of the farmer- characters
in the story- line
However, these respondents provided interesting reactions to the representation of the
real and the ideal 30% of the group mentioned that the messages portrayed an ideal image
• they look like image ads for farm communities
• no ' farm family stereotypes' — more sense of being respectful to ' farm family
culture'
• myth is that rural families have strong ties and an ideal lifestyle
• in one ad a man hopes his children will stay on the farm — [ indicates the reality
that there is a] lack of children staying on the farm
• bias that all farms are tidy wonderful happy places, neat and safe always
• they seem like small features on the families, the tips seem lost somehow, unclear,
overshadowed by the frolicking children
• it only speaks for farmers with families and farmers who like their jobs
Of the 57 people in the surrogate audience, 45% commented on the stereotyping of men
and women Their comments are as follows
• are all farmers white males9
• mostly male representation
• only men farm and ranch
• biased- toward male- headed farming communities
• all clips showed middle aged male farmers
Of these respondents, 42 % concluded the message should be more specific and more realistic
Again, we have included the comments as follows
7.1.5 Be Specific
• The tips should be clearer Maybe flash the tip in written form on the TV and then
show the family stuff around it
• there is no direct appeal for viewer to do a specific action, it only infers
• indicates the desirability of safe behaviour, but not much about how
• there is very little hard info — most dialogue is about the need for safety which is
not new or exciting
• more to be done with the tips and techniques — there is worker- pride that can
be tapped
• create specific lists and facts that people can remember
• there is farm safety that goes beyond farm equipment — these should be included,
what about dugouts/ wells, etc9
• that safety is only important when children are involved
7.1.6 Be Realistic
• the safety message is too soft
• the safety message should be more emphatic It was hidden in the romantic
representation of rural family life
• show serious side of what could happen if proper safety features are not in place
• add fear factor, show a man missing an arm, tell gross tales of loss
• maybe add some shock value, scare people into action
• have children/ teens involved in active roles of safety with equipment or chores
around the farm
• it just says " Practice Safety", it doesn't show what can happen if safety is ignored
• more women speaking, more children speaking, use of different types of tractors
1 e John Deere
• I would focus more on the children and make the dialogue more natural Real
people don't say " Safety on the farm makes it more efficient "
Again the audience here has identified the mixed messages in the vignettes that are supposed to
be about safety, but that are really about something else
7.1.7 Persuasive Power of the Message
Ninety- six percent of these respondents indicated that the message showed no peer
pressure used by positive role models while, 85 indicated the messages contained no fear appeal
Fifty- eight percent of the respondents indicated that persuasion was accomplished using the
farmer as the authority figure, and 28% indicated persuasion was garnered through the parent
The gender of the authority figure was overtly mentioned by 19% of the respondents,
moreover, the subsequent discussion revealed that, when the respondents mentioned " farmer"
( 42%), they meant a male farmer This means that two- thirds of the group were actively thinking
about the authority figure and the main speaking voice being predominantly male
This may or may not be significant for AAFRD The dominant male- ness of the television
messages reinforces the ideal image of the family farm Future audience analysis, for these
campaigns, may confirm this as a practical decision or may suggest some alterations
7.1.8 Overall Perception of the Message
The respondents indicated that the message of the videos was obvious that safety on the
farm is a good thing They also received these very strong message clusters
TABLE 5: MESSAGES SURROGATE RESPONDENTS INDICATE THE
VIGNETTES SHOW
Message % of Respondents
Safety is generalK a good thing 38
Safety is important pnmanl> because of children 25
Safet\ is the responsibility of the male farmer- father 5
Farmers should be safeft models 2
Living on farms is the wa\ to have a good lite 7
Safety is something the tarmer does either bv using
common sense or by moditv mg his environment 17
Didn t know what the message was 6
Source Original Data
The surrogate audience received two strong messages from the videos a) a generic
message that safety is a good thing ( 38%), and b) that safety is strongly tied to family life and
life on the farm ( 39%) However, these messages are not tied to action
7.1.9 Desired Behaviour
The group noted that there was no appeal to change attitudes about safety " Who could
argue with a safety message9" However, 37 % of the respondents noted that there was no clear
appeal to specific behaviour change, other than to somehow be safe, and perhaps to modify
equipment.
8. Summary
We found a sincere commitment to the farm safety campaign by all the partners Each
project partner is acutely aware of the potential of social marketing campaigns to transfer the farm
safety message to the rural community AAFRD is a pathfinder in the social marketing of the farm
safety message to the rural community Therefore, as with any new initiative, finding the way to
do the job effectively takes an enormous amount of time and effort, especially to understand the
ramifications, motivations and outcomes of a new endeavour The following comments and
summary are to be constructive and helpful for future work in the area of farm safety social
marketing
This initiative is at the formative stages and therefore considerable effort needs to be
placed in partnership building and maintenance, attention to the needs and constraints of the
participant communities, defining the message within the larger context of the image of
agriculture and rural development strategies of AAFRD, and attention to appropnate project
management techniques
8.1 Message and Audience Response
The high quality of the televised productions at CISA are reflected in the fact that the
station has received an award for its farm safety work Clearly the contest was well received, and
the quality of the winning submissions is impressive However, a great deal can be learned from
the analysis of this campaign The CISA campaign indicates that there is a disjunction between
the intent of the CASP project and the intent of the televised vignettes This may reflect a
multiplicity of intents on the part of the CASP partners that were not apparent in the proposal
We were unable to interview members from the intended audience Therefore, we
constructed a surrogate audience from informed college students In summary, this surrogate
audience is telling us that
• the audience is not clearly defined ( Is it the farmer or the farm family9 adults or
children9)
• the safety message is so enmeshed with a lifestyle message that it is diffused and
less effective than it might otherwise be ( What is more important here safety9 or
the ideal farm family9)
• the safety message is not tied to attitude change, but perhaps to attitude
reinforcement ( safety is good)
• the message does not seem tied to a clear action plan for behaviour change ( be
safe)
The ideas of the farm safety experts may not coincide with those of the target audience
AAFRD must be aware of the motivation of the farming community for participating in the
vignettes The reasons are complex involving industry professionalism, projecting the " business
of agnculture" to an urban audience, promoting self- regulation, and showing that farmers do
engage in farm safety practices It appears that the motivating factor for participation was far
from being altruistic
The CFRN contest obviously generated a strong response What is not clear is whether
the contest response can be tied to changes in attitude and behaviour There is a disjunction
between the intended audience for the televised tips adults, and the intended audience for the
contest children Station staff indicated that the contest entry tips seemed to be generated by
adults, although children had filled in their own names as entrants
We have no way of determining demographic breakdown for the adult respondents,
except to say that the four media outlets cover most of Alberta and all of them had a strong adult
contest response
The large volume of calls received by CFCW and CISA it is clear that the campaign was
heard and seen by a substantial number of Albertans in representative numbers across the
province Obviously, these respondents were able to respond with a farm safety tip With no way
of analysing their responses to the video and audio messages, we are unable to determine the
effectiveness of the farm safety message beyond saying that thousands of people responded to the
contests and some of them won a prize
8.2 Contests and Children
The contests aimed at school children render quantifiable data With the combined contest
results from CFCW and CISA the campaign has excellent representation from about 420 grade
five and six students across the province These children are evenly split for gender, 66 % live on
farms
From the written and video entries, we are able to say that children were able to both
mirror the broadcast tips and to creatively imagine or relate scenarios involving the conditions
that may lead to accidents, the accidents and their results/ effects Their contest entnes seem to
vary considerably depending upon how much freedom they are given in expression when given
more freedom, their submissions tend to be more realistic and graphic than the broadcast tips
When given more freedom, children tend to respond in one of two ways assuming
themselves as central players in a child's farm safety world ( I e where children are responsible
for their own safety), or addressing an adult's farm safety world ( I e where adults are responsible
for the safety of the family)
The televised campaign only elicits a response from the contest audience the grade five
school children However, this part of the campaign also demonstrates a discrepancy between the
televised instructions to the children and the wntten instructions The discrepancy illustrates that
the kinds of response are clearly tied to the kinds of instructions given AAFRD now has the
opportunity to decide on the kind of response it wishes to receive from these contests, based on
the type and amount of attitude and behaviour change it wishes to measure
8.3 Campaign Management
Media outlets were not informed about the need to keep records for the purposes of
evaluation even though an evaluation component was written into the proposal In all cases
station logs were reliably kept, simply because the stations wished to be reimbursed for the paid
advertisements In most cases records of " in- kind" broadcasts were not kept In only one case
( CFCW) was a complete record of the contest kept, however, this was not a result of campaign
or project design — it was simply the case of a conscientious and well- organized station employee
8.4 Partnering
The CFRN campaign is instructive on a number of points It illustrates how advisable it
would be for AAFRD to further develop its existing networks of partners and sponsors The
station is convinced that the campaigns would be more effective if AAFRD relied more on the
experience of the media in conducting social marketing campaigns and involved media and other
partners in the planning phases of the campaigns
School admimstrators indicated that AAFRD must also be cognisant of the parameters
of the school system so that AAFRD can work effectively within these boundaries
Understanding this complexity allows AAFRD to adjust to and effectively use the large networks
that the school system provides
AAFRD, as producer of the advertising concept, is competing in a huge market place for
the farmer's attention Economic concerns such as corporate mergers, self- marketing strategies,
farm inputs and outputs draw attention away from safety issues Local environmental issues such
as oil and gas emissions and waste disposal not to mention social issues of communities
disappearing, health and educational concerns all vie for the limited energy and attention of the
rural audience
Finally, AAFRD's motivation for pursuing a social marketing campaign can be looked at
in various ways Socially AAFRD, may truly wish to keep the family farm a viable entity within
the Alberta economny, economically, AAFRD may want to increase farm production in the global
economy and may be under pressure to generate trade by expanding the agricultural market share
Public pressure may also be a motivating factor, with AAFRD responding to media attention
about farm accidents In response, AAFRD may be accessing federal government funding
( CASP) to pursue resources it is unable to generate internally
9 References
Arcury, T and S Quandt ( 1998) " Occupational and Environmental Health Risks in
Farm Labor" Human Organization 57( 3) 331- 341
Babbie, E ( 1986) The Practice of Social Research Fifth Edition Belmont, CA
Wadsworth Publishing Company, Inc
Blaikie, N ( 1991) " A Critique of the Use of Triangulation in the Social Sciences "
Quality and Quantity 25( 2) 115- 116
Brison, R J, and W Pickett ( 1992) " Non- fatal Farm Injuries on 117 Eastern Ontario
Beef and Dairy Farms A One- year Study " Americian Journal of Industrial
Medicine 21 623- 26
Brown, J AndN Kiernan, ( 1998) " A Model for Integrating Program Development and
Evaluation" Journal of Extension 36( 3)
Canadian Agricultural Injury Surveillance Program ( 1997) Fatal farm injuries in Canada,
1991- 1995 Kingston CAISP
Chapman, L et al ( 1995) " Agricultural Work Safety Efforts by Wisconsin Extension
Agricultural Agents " Journal of Rural Health 11( 4) 295- 304
Ellcmd, P and H Cody- Salter ( 1994) " Farm Stressors The Hazards of Agrarian Life "
Annals of Agricultural Environmental Medicine 1 23- 27
Flick, U ( 1991) " Tnangulation Revisited Strategy of Validation or Alternative9"
Journal for the Theory of Social Behaviour 22( 2) 175- 197
Hansen, R H ( 1986) " Major Injunes Due to Agncultural Machinery" Annals of
Plastic Surgery 17 59- 64
Himes, L K Parrott and R Lovingood ( 1996) " The Radon Project A Study in
Environmental Hazard Education " Journal of Extension 34( 3)
Hartling L, W Pickett, and R Brison ( 1997) " Non- tractor, Agricultural Machinery
Injunes in Ontano " Canadian Journal of Public Health 88 32- 35
Kelsey T ( 1994) " The Agrarian Myth and Policy Responses to Farm Safety"
Americian Journal of Public Health 84 1171- 7
Kotler, R ( 1989) Social Marketing Strategies for Changing Behavior New York,
NY Collier Macmillan Publishers
Mintz, J ( 1989) " Social Marketing New Weapon in an Old Struggle " Health
Promotion Http www hc- c gc ca/ hppb/ socialmarketing/ Pbhcations
Naples, N ( 1994) " Contradictions in Agrarian Ideology Restructuring Gender, Race-
Ethnicity, and Class " Rural Sociology 59( 1) 110- 135
Organization for Economcic Co- operation and Development ( OECD) ( 1993)
Marketing of Traffic Safety Report Prepared by the OECD Scientific Expert
Group
Rogers, E ( 1995) Diffusion of Innovation. 5th Edition New York, NY
The Free Press
Picket, W And R Brison ( 1995) " Tractor- related Injunes in Ontario " Canadian
Journal of Public Health 86( 4) 243- 245
Weinreich, N ( 1996) " Integrating Quantitative and Qualitative Methods in Social
Marketing Research " Social Marketing Quarterly
http // members aol com/ weinreigh/ research html
Witte, K ( 1992) " Putting Fear Back into Fear Appeals The Extended Parallel Process
Model" Communication Monographs 59 329- 349
Appendix " A"
Project Proposal
^ > RECfclVI
DEC s a 19$ eftjNTftMMJr Canadian Coalition for Agricultural Safety & Rural Health ( CCASf^+ S A Q D A
t i l U r H t l ^ Q r a l i t i o n canadienne pour la sante et la securite en milieu agricole ( CCSS)
Canadian Agriculture Safety Program ( CASP) Application
APPENDIX A APPENDIX A &\ AB- no - cm
Applicant Name & Address Contact Person's Name & Address
Alberta Women's Institutes Janet Halberg
Suite 220, 10403 172 Street c/ o Alberta Women's Institutes
EDMONTON AB T5S 1K9 Suite 220, 10403 172 Street
EDMONTON A B T5S 1K9
Telephone Number Facsimile Telephone Number Facsimile
403 488- 5282 403 488- 5282 403 488- 5282 403 488- 5282
If the applicant is an organization - please check the appropriate descnption
Non- profit ( X) Educational Institution ( ) Other - specify ( )
Project Title
F a rm Safety Media Campaign: A S a f e F a rm Is A Great Place T o Grow!
Project Start Date Project End Date
April 1. 1998 March 3 1 . 1999
Project Descnption
Alberta Women's Institutes proposes to coordinate & monitor a provincial farm safety media
campaign which will build upon programing presently airing in Alberta. Project Theme: A Safe
Farm is a Great Place to Grow! Participants: Alberta Agriculture Farm Safety Program, CFXX
Radio, CFRN Television, CFCW Radio, CISA Television, RDTV- WWFS Television, Alberta
Women's Institutes, Agricultural Societies, and Agribusinesses. Programming will be based on the
evaluation of previous campaigns and on safety concerns as identified through focus group
discussions with farmers and farm families. AlTon- air programming will be direct repeaCand
include local Alberta farm families in 30 second vignettes. These will highlight their innovative
safety practices or equipment modifications. Vignettes will directly target farm families and
workers by airing specifically in agricultural programming and established high farm viewing
programs. The frequency of the message will be increased prior to and during peak work seasons
such as seeding and harvest, but will continue for further reinforcement throughout the balance of
the schedule Support materials will reinforce programming impact and additional community
awareness will be achieved through Agricultural shows such as Ag Expo. Children will have the
opportunity to participate in Farm Safety and Class Competitions with chances to win great
prizes.
Instructions For Completing Apollo. _
m Answer questions completely and provide appropriate attachments,
m h additional space Is required, extra sheets may be attached
m A copy of the application tonv Is available on disk from the CASP Administrative Agency or a Provincial L
m Retain a copy of this application for your records.
m All application information provided will be kept confidential.
m Submit a completed original application to:
National Projects - Canadian Agriculture Safety Program Administrative Agency
420 University Avenue
Chariottetown, PE
C1A- 7Z5
Telephone: ( 902) 368- 3118
Fax: ( 902) 368- 7204
E- mail: casp@ auracom. com
Provincial Projects - The appropriate Provincial Lead Agency as listed in the CASP brochure.
* Provincial applications will be priorized by the appropriate Provincial Lead Agency. National applications i
expert reviewer for comment
Proposed Project Funding
Applicant" s Cash Contribution
| AppBcanfs In- Kind Contribution
Other Funding Partners
Non- governmental Cash Sources
provincial Government Cash Sources
- ederal Government Cash Sources
n- Kind Sources
Requested CASP Contribution
otal Project Funds
jTbapated Project Revenue*
,?„ nnn
? . 0 00
$ i &
$
" arm S a f e ty
\ q. S o c i e t i es
$ UL8 ft ft ft
$ 89 991
$ 222.
$
L29_
Other Funding Partners
For the non- government and government funding sources
below.
Partners
Paramount P r in
IiWay S e r v i ce
3 i z z a Hut
g Expo
^ gr i - T r a d e
S o u nd
J. d V U 1 \ L, UILL'y
: i s \ tv
* DTV
£ Iat
Amount
Confirmed
$ 14 500
J 2 0 00
e r s
n c .
C o m p u t e r s
$ 2* 900 k i nd
£ 13 163 Kind
Ar
$ 6 C
$ 5 C
$ 6 5
VT~ 1
$ 1 7
$ 6 0
1 6 5
$ 4 0
$ 1 3 9
t 3 a
f project revenue « anticipated, provide details. CFRN
CJXX
$ 18 500 i n k i n d —
$ 8 0 0 0 i n k i n d *
2 0 0 0 in k i nd
sscnbe efforts to obtain other funding ( federal, provincial, municipal government) and any other assistance expected ori'ece
oject . ~_
A d d i t i o n a l c o r p o r a t e and a g r i b u s i n e s s p a r t n e r s a r e p r e s e n t ly
s o u g h t by a l l p a r t i c i p a n t s . 1
j
tsstty: State why there is a need to undertake this particular project and how the pro" osed activity w i contribute to the obt «
. the CASP
Statistics from Alberta Agi jture and the FAMS 1996 Report sho\ . g an increase in farm
fatalities and injuries led to the development of a farm safety media campaign m Alberta which
ends in March of 1998. With over 60,000 farm operators m Alberta, a need exists to continue
with an effective campaign that provides a long term, consistent, personalized safety message A
June 1997 telephone survey by Farm Safety and a recent study by the North American Farm &
environmental Safety Centre in Raymond, indicated that such a campaign is the most effect way
to reach our target audience. Media research has shown that message recall and advertising
awareness increase with campaign repetition ( The Achievement Group)
The expansion of the livestock industry within Alberta and the potential for increasing numbers of
livestock injuries, make it imperative to intensify injury prevention People of all ages may be
exposed to hazards while living and/ or working on a farm. Farming and safety must be promoted
as a lifestyle and an upbeat, positive message will increase awareness of farm safety issues
facilitating change to hazardous behaviors. Our competitions which target children afford an
additional opportunity to reach parents as well. Agriculture directly impacts upon the health of
our economy, making safe farming a great concern to everyone.
Ives: State the objectives and anticipated results of the project
To work together to further decrease the number of farm injures and fatalities A series of farm
safety messages, which develop top of mind awareness, wili be created through a partnership
involving various media groups, Alberta Agriculture Farm Safety Program, Agricultural Societies,
Agribusinesses and Alberta Women's Institutes. Expectations of socially desirable behavior are
strongly influenced by what we see on television, read in print, and hear on radio Therefore, the
impact that the media might have on influencing farm safety attitudes and practices could be
xiwerful ( USDA, June 1996). Each vignette will include farmers or farm families who give their
safety thoughts or their testimonials, stating how they have achieved safe farming practices in an
lplifting, emotionally powerful commercial which will end the campaign theme - A Safe Farm is
i Great Place to Grow. The ingenuity, resourcefulness and time saving measures delivered to
armers by farmers will have a strong impact and make a lasting impression. Commercials will air
n programs with high farm audiences and will be broadcast during peak listening hours as
letermined by the Micro B. B. M. rating. That frequency and the strength of the messages translate
nto awareness of safe farming practices. Awareness will cause farmers and their families to think
irst and act in a safer manner, reducing injuries and ultimately farm fatalities within Alberta
Evaluation: State how the results wil be measured, the impact ( le. attendance, accident reduction, reach/ scope) and the
results
Campaign post analysis will utilize the Broadcast Bureau of Measurement which measures the
market bybailot 3 times per year. Each census division is broken down by area, age and sex. I
addition, Alberta Agriculture Food and Rural Development will conduct an independent
evaluation of this project.
A random telephone survey tabulating the responses of farm families to a predetermined set ol
questions, will be undertaken.
e g Are you aware of or have you seen or heard commercials airing on Farm Safety?
Did these commercials prompt any changes in attitude, or cause you to pay more attentioi
Farm Safety?
Did anyone in you family avoid a potential accident as a result of safe farming practices?
enefits: State the anticipated benefits from the project ( who will benefit and how they win benefit)
•
Few occupations pose such hazards as farming and prevention is the key to mamtaining fa
safety. Therefore, farm families, farmers, workers, and urban families visiting or living in
proximity to farming communities will benefit from a consistent message promoting the
importance of safe farming practices. The next generation of farmers will begin learning al
early age, what farm safety is and how to prevent accidents. Any reduction in agricultural!
related accidents would lessen the high emotional and financial cost to the farmer, their fai
the community, and the province
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
]
Supplementary Information
Include any other information In th » section . jpport your appBcatJon. ( No more than three a*, ^ onal pages of documents
Production Rational:
Farni injuries- and fatalities result in an enormous emotional and financial cost to the farmer, farm
families, farm workers, the community and the province. Various media groups, Agribusinesses,
Agricultural Societies, and Alberta Women's Institutes have worked closely with Alberta
Agriculture Farm Safety Program on their injury prevention campaigns Sufficient resources to aii
these campaigns continuously have not been available. However, we believe that we have found a
way to send a positive message that is making an impact. Local businesses, industry, and
Agricultural groups now have an opportunity to participate in producing a collaborative and
effective awareness campaign We believe awareness fosters more responsible actions, and that
provides an environment which fosters an eventual reduction in injuries and fatalities.
How did you hear about this program?
Lead Agency
tequest for Advance Payments i f
n appBcant may request an advance of * up to" 60% of the CASP contribution if the project is approved. The request for th
e made In writing 30 days after the project start date. Approval of the advance Is at the discretion of the CASP Adminlst
| ease indicate whether an advance request will be made:
( X) Yes, I wiB require an advance of $ 53 995 ( ) No, I wis not require an advance.
Declaration of the Applicant
" he information given in this appBcatJon and in the detailed project proposal is to the best of my knowledge, complete, true a
certify that financial assistance from this Agreement is a significant factor in the decision to proceed with this project
concur that the InteJectual property rights of materials developed under this project shall be jointly owned by the Canadian C
^ gnculturaJ Safety & Rural Health, the applicant and other partners on a proportionate share.
approved, the project or activity wfl publicly recognize the Canadian CoaWon for Agricultural Safety and Rural Health^ nd /
art- Food Canada for their contribution and support I realize that faflure to do so may result in non- payment of the outaitandli
spayment of previous claims.
ant Signature and Tide
peg n Nnrt- hgy . P r p c i t o f npr- pmWsi- R 1 QQ7
Date
'• anadlan Agriculture Safety Program la funded by
utture & Agri- Food Canada through the
Han Adaptation and Rural r W o i n c — •
Detailed Project Work Plan. Schedule And Costs
Expense Items
CASP
Contribution
Matching
Contribution
$ 2 0 0 0 ^ & r& o^
$ 6000
$ 1000
$ 250
$ 1500
$ 2000
$ 1000
$ 500
$ 12000
$ 2000
$ 5000
$ 3400
$ 3600
$ 2500
$ 1350
$ 2875
$ 46975
$ 7000
$ 500
April- June
July-
September
October
December
Evaluation, Concept Development, Focus Groups
April 1 Paramount Printers - Promotional Material
April 1 Toon Crew magazine ad for Kids' Contest
April 1 Postage for Kids' Contest
April 1 - May Editing 4 x 30 kids spots
April 1 Produce 4 Promos for RD & CISA
Revoice & Dub spots for RDTV
AWI - Coordinator/ Rent/ Communications April - June $ 500
AWI - Monitor & Evaluate Production/ Broadcasts
180 - 30 sec RDTV air time April 1 - June 30 $ 18000
120 - 30 sec CISA air time April 1 - May 31
30 - 30 sec CFRN prime viewing time commercials May/ June$ 6000
17 - 30 sec CFRN public service announcements
40 - 30 sec CFRN Corporate Feature
34 - 30 sec air time CISA June 1 - 30
96 - 30 sec radio spots CJXX Ag show April - June 30 $ 1200
15 - 30 sec radio commercials Ag Show April 6 - June 26 $ 1695
19 - 30 sec Premium Reach Plan radio commercial CFCW $ 1819
25 - 30 sec Premium Reach Plan radio commercials CFCW
15 - 30 sec Farm Safety Tips Noon Ag. Show CFCW
CFCW Safety Contest
Subtotal $ 29214
69 - 30 sec Air time CISA July/ August
AWI - Coordinator/ Rent/ Communications July - September $ 500
AWI - Monitor & Evaluate Production/ Broadcasts
48 - 60 sec 48 - 60 sec CRIDSTAV W- WWWFTSS K Kidids sc ocnotnetsets tJ uJulyly 1 515 - - A Auug g 1155 $$ 77220000 l^ r*
120 - 30 sec RDTV air time August - September 1 $ 7200 $ 4800
30 - 30 sec CFRN prime viewing time commercials July/ Aug $ 6000
17 - 30 sec CFRN Public Service Announcements $ 2000
40 - 30 sec CFRN Corporate Feature $ 5000
15 - 30 sec prime viewing time commercials September $ 3000
8 - 30 sec Public Service Announcements $ 1000
32 - 30 sec Corporate Feature $ 4000
96 - 30 sec radio spots CJXX Ag show July - Sept 30 $ 1200 $ 3600
16 - 30 sec radio commercials Ag Show July 1 - Sept 25 $ 1837
19 - 30 sec Premium Reach Plan radio commercialsCFCW $ 1819
25 - 30 sec Premium Reach Plan radio commercialsCFCW $ 2500
16 - 30 sec Farm Safety Tips Noon Ag. ShowCFCW $ 1463 z~
Subtotal $ 35956 S31863
AWI - Coordinator/ Rent/ Communications Oct - Dec $ 500
AWI - Monitor & Evaluate Production/ Broadcasts $ 500
120 - 30 sec CISA air time October - November $ 12000
18 - 30 sec CFRN prune viewing time commercials Oct Dec $ 3500
12 - 30 sec CFRN Public Service Announcements $ 1500
24 - 30 sec CFRN Corporate Feature $ 3000
Nov 1 0 Nov 10 Booth AGRl- Trade Fair/ Staffing $ 2450
96 - 30 sec radio spots CJXX Ag show Oct - Dec 30 $ 1200 $ 3600
Detailed Project Work Plin. Schedule And Costs
Eipense Items
CASP Matching
Contribution Contribution
January
March
16 - 30 sec radio commercials Ag Show Oct. Dec. CFCW
12 - 30 sec Premium Reach Plan radio commercialsCFCW
24 - 30 sec Premium Reach Plan radio commercialsCFCW
CFCW Safety Contest Computer December 7 ;* /
16 - 30 sec Farm Safety Tips Noon Ag Show CFCW
Subtotal
AWI - Coordinator/ Rent/ Communications January - March
AWI - Monitor & Evaluate Production/ Broadcasts
48 - 60 sec RDTV- WWTS Kids' Contest
48 - 60 sec CISA WWTS Kids' Contest
32 - 30 sec radio spots CJXX Ag show Jan. 1 - 30. " j |
11 - 30 sec radio commercials Ag Show Jan. - Feb. 26
$ 1837
$ 1213
$ 2500
$ 2875
$ 1463
$ 8250 $ 29888
$ 500
$ 500
$ 7200
$ 7200 *>'^ v -
$ 400 $ 1200
$ 1271
•
•
11 - 30 sec Farm Safety Tips Noon Ag Show
March I to March 10 Booth Ag Expo/ Staffing
• Computers CISA/ RDTV
Trip for family of 4 to Disneyland
Pizza Prizes ( Pizza Hut)
News Story production & air - RDTV
News Story production & air - CISA
Project Evaluation & Post Analysis
Subtotal
Project Subtotal
Project Total
Urn
$ 1012
$ 2450
$ 6000 3o< v
$ 6500
$ 6500
$ 750
$ 750
$ 3000
$ 28662 •
$ 137388 "
m
$ 227379 '
' Scheduling to be confirmed with Farm Safety Program.
* Air time costs vary from $ 50 to 200 per slot
• AWI Board of Directors
Will meet evaluate & monitor production broadcasts throughout project.
The Alberta Women's Institutes' board consists of 9 representatives. The majority of members are farmers oi
retired farmers and are qualified to be farm representatives.
Appendix " B"
Map of CISA Coverage Area
Appendix " C"
Map of RDTV Coverage Area
Appendix " D"
Map of CFRN Coverage Area
% s i I
c . a
S
G r i m s h a w • Peace River
Prairie
" lave Lake
Fort McMurfaSB
B a r r h e a d Snx^ yUke
- St :.
91 E d m o n t o n !
W e t a s W w j n
Rocky
Mountain
^ sgBM* ygjft^ f* flHgfhrg « ! Hills
C a l g a r y
Medicine Hat
L e t h b r i d g e
tebroadcast Transmitters
Separate Regional
Coverage available in
Red Deer
G r a n d e P r a i r i e / P e a c e Riv<
F o r t M c M u r r ay
For f u r t h e r i n f o r m a t i on
c o n t a c t :
CFRN Television Sales
T e l 4 0 3 - 4 8 3 - 3 3 1 I
F a x 4 0 3 - 4 8 6 - 4 2 17
CTV National Sales
T o r o n t o 416- 595- 4
M o n t r e a l 514- 282- 1
V a n c o u v e r 6 0 4 - 6 0 8 -]
U. S. A.
M y e r s C o m m u n i c a t io
N e w Y o r k 2 1 2 - 7 6 4 - 5!
o
U
Appendix " E"
Map of CFCW Coverage Area
0 C^- FCW Signal Coverage Are
MOOT AM* U. S A-
EARTRWRITE Page 44
Appendix " F"
Map of CJXX coverage Area
COUNTRY 840 CJS. - GRANDS PRAIRIE * 202 9817 - 101 A.' enje Srarde Prairie, Alberta T8V 0X6
Phorc ;* 03) 532- 0340 • rax. ( 403} S38- 126S
GRANDE PRMRIS
RADIO 340 KHZ • FORMAT - COUTOY
25,000 WATTS DAY • AM STEREO
BRITISH COLUMBIA
Appendix " G"
Letter from CISA Television to School Superintendents
September 25, 1997
EVISION
Mberta
! 8 Street North
ge AB T1H 6H9
Dr Gary Kieman
Supenntendent of Schools
Lethbridge School Division No. 51
433 - 15 St South
Lethbndge, Alberta
T1J2Z5
Dear Dr Kieman,
CISA Lethbndge Television in conjunction with Canadian Agriculture Safety
Program, Alberta Agriculture, and Agri Food Canada are offering each School in
your division an opportunity to
We need your assistance in encouraging Grade Five Teachers to participate in our
" Win With Farm Safety" Class Contest
Attached please find a copy of the letter sent out to all the Grade Five Teachers
and Principals in Southern Alberta, briefly explaining the concept and the process
involved
We are pleased to participate in a project that will both educate students about
Farm Safety, and provide a Southern Alberta school an opportunity to win a brand
new computer
Should you have any questions or concerns, please do not hesitate to contact our
office
atv com
($ 2,800 value)
Michelle McCann
Sales Assistant
MM/ vm
end
Appendix " 11"
1 cllci I N ' i n C is \ [ ele\ ision to School Pi mcipals
h o t
EVISION
Hlberta
28 Street North
ige, AB T1H 6H9
7- 1521
0* 2620
atv com
September 25, 1997
Agnes Davidson School
2103 - 2 0 Street South
Lethbridge, Alberta
T1K2G7
ATTENTION: Ed Wilson
CISA Lethbridge Television in conjunction with Canadian Agriculture Safety
Program, Alberta Agriculture, and Agri Food Canada are offering your School an
opportunity to . . .
We need your assistance in encouraging your Grade Five Teacher( s) to participate
in our " Win With Farm Safety" Class Contest.
Attached please find a copy of the letter sent out to all the Grade Five Teachers in
Southern Alberta, briefly explaining the concept and the process involved.
We are pleased to participate in a project that will both educate students about
Farm Safety, and provide a Southern Alberta school an opportunity to win a brand
new computer
Should you have any questions or concerns, please do not hesitate to contact our
office.
Sincerely,
Michelle McCann
Sales Assistant
MM/ vm
encl.
f -
i t , . '
Appendix " I"
Letter from CISA Television to Grade 5 Teachers
I S A
LEVISION
h i l b e r t a
September 25, 1997
Grade 5 Teacher
School
• 28 Street North
ndge, AB T1H 6H9
me
127* 1521
de
20* 2620
isatv com
thbndge Television
n Agriculture Safety Program
Vgncutture
d Canada
jnd Lethbridge
Service Inc
; e & Distnct Exhibition
We would appreciate your assistance in welcoming into your classroom, our . .
" Win With Farm Safety"
Class Contest
and offer you the opportunity to . . .
W I N !
A Complete Pentium Computer System
with CD Rom
C$ 2, Soo. oo value)
At the Grade Four level, the Classroom Agriculture Program ( CAP) provided an
introduction to Agriculture. " Win with Farm Safety" is a group participation
project at the Grade Five level which provides the necessary tips on how to
practice Farm Safety while living on or visiting a farm.
The contest is simple, yet effective and educational, designed for all Grade Five
Classes in Southern Alberta. Since Agriculture is the backbone of our economy,
it is indeed important to educate our youth about Farm Safety in a fun and
rewarding manner. We need your assistance to add Farm Safety to this years
curriculum.
CISA Television will provide the necessary instructional kit to implement the
" Win with Farm Safety" Class Contest into your classroom. We anticipate this
project requires roughly 4- 5 hours of classroom time to complete
CISA Television invite each Grade Five class to work together and create a Farm
Safety Project. The students can use their imagination to create either a 2- 3
minute Video Presentation or a short story book, drawn and colored. The project
should depict a safe farm environment or added safety features to farm
equipment, buildings or surroundings Examples.
a. A swing set should be set up away from augers and equipment
b Remove any up right ladders from grain bins or buildings
c Install a padlock on the water cistern
Appendix " J"
CISA Contest Winners
C I S A
TELEVISION
WIN WITH FARM SAFETY CONTEST
GRADE 5 CLASS WINNERS
1s t Place: ( Winner of the Grand Prize Pentium Computer system from A & B Sound
plus a Pizza Hut Classroom Pizza Party and a commemorative certificate) Eastbrook
Elementary in Brooks -> Teacher: Tim Johnson.
All of the remaining winners receive a Classroom Pizza Party and a commemorative
certificate...
2n d Place: Barnwell School, Barnwell -> Teacher: Mrs. D. Walters.
3r d Place: Manyberries School, Manyberries -> Teacher: Michelle Koenig.
4t h Place: Jennie Emery Elementary School, Coaldale -> Teacher: Leonard Saunders.
5t h Place: St. Patrick's School, Lethbridge -> Teacher: Val Lazaretto.
Plus, special prizes were given:
For " Unique Equipment Modification Ideas" to Manyberries School -> Teacher:
Michelle Koenig.
For " Unique Farm Safety Ideas" to Graham Grenier of Carmangay School -> Principal:
Donna Little.
And for " Outstanding Effort" to Eastbrook Elementary of Brooks -> Teacher: Tim
Johnson.
And from the votes collected at Ag- Expo, the " People's Choice Award" winner is Warner
School, Warner -> Teacher: Jerry Crapo.
Appendix " K"
CISA Contest Information
" Win with Farm Safety" School Contest Page 2
CISA Television will provide a video presentation hosted by a well known CISA
personality with a positive message on Farm Safety. Students will be provided
with valuable, easy to understand information about living and playing safely on
a farm. The video will include the benefits of Farm Safety and the classroom
will be encouraged to take part in the " Win with Farm Safety" Class Contest.
Contest details, project suggestions, examples and of course.... the PRIZES
available for the class will be outlined.
Once the class has completed their project, the teacher submits the class project
forjudging prior to February 16, 1998 Twenty finalists will be selected, and
displayed at Ag Expo March 4- 7, 1998 providing the public an opportunity to
help select an overall winner. The overall winner will win a complete
Computer System for his/ her school, and each of the remaining 19 finalists will
receive a consolation prize of a Pizza Party Package for their classroom. CISA
News will feature stories about the contest and will announce the winning school
on our Prime Time CISA News at 6pm & 11pm in March of 1998.
A complete Teachers Material Package will be delivered the first week of
December. The package will include:
• Complete step by step manual for teachers reference
- • Video Presentation
• 24" x30" Poster, Proud Participants - " Win with Farm Safety " School Contest
• 30 Parental Information and Consent forms for children to participate in the
project as it may appear on television.
• 30 Hand Outs on Farm Safety " Tips" that summarizes the Farm Safety
Vignettes shown on CISA Television
• Information on the Pizza Party Prize Packages eligible for the 19 Finalists
• Grand Prize Information- Complete Computer System from A& B Sound
Should you have any questions and/ or comments, please do not hesitate to
contact our office
We encourage your class to participate in our " Win with Farm
Safety" Class Contest!
Please confirm your participation to.
Michelle McCann
CISA Lethbridge Television
1401 - 2 8 Street North
Lethbridge, Alberta Tl H 6H9
Phone ( 403) 327- 1521
Fax ( 403) 320- 2620
e- mail mmccann@ wic ca
We look forward to hearing from you!
" Win with Farm Safety "
Class Contest
CISA Television, Canadian Agriculture Safety Program, Alberta Agriculture and
Agri- Food Canada and our local sponsors are pleased your classroom will be
participating in our " Win with Farm Safety" Class Contest.
Projects can be a 2- 3 minute video or a short story book, written and illustrated,
depicting how a farm accident may be prevented. Farm safety involves all aspects
of the farm; livestock handling, use of farm implements and vehicles, family and
pets, personal safety habits, buildings and maintenance, proper use of hazardous
chemicals, safe harvest practices and the list goes on. The enclosed video and
tips sheet explains the contest and give examples of safe farming practices.. We
encourage the use of props, paint, fabrics, recyclable material etc. and most of all,
your imagination, to create this project.
Grand Prize awarded will be a complete Pentium computer package with CD
ROM from A & B Sound and a class pizza party from Pizza Hut and, an
opportunity to appear on CISA Television. Semi finalists ( 19) and People's
Choice ( 5) winners will also receive class pizza parties from Pizza Hut.
WITH YOUR STUDENTS:
• watch the " Win with Farm Safety " video.
• review safety rips and judging criteria sheets ( take home).
• review consent form/ parent information sheets - ask students to return
signed forms ( take home).
• discuss prize packages and participating sponsors.
• encourage students to discuss ideas with family/ friends.
• distribute stickers & posters ( take home).
• hang large posters in your school/ classroom.
• brainstorm " Win with Farm Safety" contest ideas and make plans.
• Create your project. ( Use How To Video instructions if applicable)
• Submit project and consent forms no later than February 6t h , 1998
• Judging of contest entries and " People's Choice" awards will take place
on Saturday, March 7t h , 1998 at center stage of the North American Seed
Fair during Ag Expo. CISA Television's very own Agricultural Announcer,
Ian McDonald and a panel of judges will make the final decision.
• QUESTIONS and/ or SUBMISSIONS: Michelle McCann @ CISA
Television, 1401- 28* Street North, Lethbridge, Alberta T1H 6H9, Phone
403- 327- 1521 or Fax 403- 320- 2620
" Win With Farm Safety"
Safety Tips
Some farm safety tips taken from Video Vignettes to help you with your
project and share with your family and friends.
• PTO Shafts have swift- moving components. Covers on PTO Shafts
will minimize potential injury and routine maintenance checks will alert
you to any equipment malfunctions. And, by taking the extra time to
tuck- in clothing, button up shirts or removing drawstrings from
garments, clothes are less likely to get caught in moving parts.
• Give Kids a Place to Play: Allocating designated play areas far way
from farm equipment and access roads are positive safety measures taken
to ensure children's safety when playing outdoors.
• Take a Break: Farming requires long hours under difficult conditions
therefore taking well deserved breaks will help you feel refreshed and
alert while working with equipment.
• Follow a Routine: Following the same routine when handling livestock
can prevent potential injury. These creatures of habit will be less likely
to place you in a dangerous situation if each day they are handled in the
same manner. Even family members can follow a daily routine; let one
another know your daily schedule so you may be alerted to anything
unusual.
• Keep Protective Covers on Equipment: Augers, bailers and combines
have several moving parts. Keeping these covered and fingers, hands,
clothing and tools away, will prevent loss or injury. If it moves, keep it
covered.
• Place Pad Locks on Grain Bins: Locks secure your grain and will also
ensure children cannot climb into them. Making grain bin access
impossible for children can prevent serious injury.
• Fence- Off Dug- Outs and Wells: Fencing off these dangerous areas will
ensure they won't become an inviting play place for children or an
unsafe path for curious livestock and pets.
• Turn off Farm Equipment before getting out: Turning off the engine
or motor on equipment may take a moment, but it can save a life or a
limb.
PARENTS! PARENTS! PARENTS!
" Win With Farm Safety" is an exciting and educational
opportunity for your child to win a COMPLETE
COMPUTER PACKAGE or A COOL PIZZA PARTY for
their class? Even a chance to be on CISA Television!
Your School in partnership with CISA Television,
Canadian Agriculture Safety Program, Alberta Agriculture
and Agri- Food Canada will help you do just that - with our
" Win with Farm Safety" School Contest.
With the assistance of parents, teachers, an information
video and, their grade 5 classmates your children will
produce a 2- 3 minute video or a short story book depicting
farm safety.
Our Sponsors thank you for your consent and your
support in providing your children with ideas, some
discussion on Farm Safety and whatever materials they
may need to complete their project. With all Your support,
and our Sponsors - This contest is made possible!
Finalists will be displayed at Ag Expo in March 1998. We
hope you will join us.
DON'T DELAY - SEND YOUR CONSENT FORM
BACK TO SCHOOL TODAY!
Appendix " L"
Criteria for Judging Entries
JUDGING - " Win with Farm Safety" Contest
REALISTIC
Farm Safety solutions or modification ideas to existing equipment or buildings must be
realistic in that " Today's Farmer " could implement them.
CLARITY OF MESSAGE
Project Viewer must get a " clear message' of your safety solution
ORIGINALITY/ CREATIVITY
Original and Creative concept and presentation - BE CREATIVE - Take time to think of
unusual/ uncommon safety situations.
ARTISTIC PRESENTATION
Use of props, color, papers, paints, home made items, natural mediums, acting, recyclable
material, etc.
EAKTHWRITE Page 51
Appendix " M"
Letter to Solomon Kyeremanteng, AAFRD from Anne Graham, CISA
A MON\ BCH BdOADCANTTNC COMPAV*
FEBRUARY 10, 1999
ALBERTA AGRICULTURE
EDMONTON, AB
ATTENTION: SOLOMON KYEREMANTENG
RE: A SAFE FARM TS A GREAT PLACE TO GROW
DEAR SOLOMON
THIS LETTER IS IN RESPONSE TO YOUR REQUEST TO EVALUATE THIS PROGRAM
DUE TO THE FACT THAT THE PROGRAM STARTED BACK IN THE SPRING OF 98
AND OUR CONTEST GIVE- A- WAY'S WERE DURING THE SUMMER, IT IS
IMPOSSIBLE FOR ME TO FILL IN YOUR TRACKING FORMS WITH THE NAMES
OF THE WINNERS HAD I RECEIVED THIS REQUEST AT THE BEGINNING, I COULD
HAVE DONE SO I CANNOT ACCESS THE " LOGGER" TAPES AS WE ONLY KEEP
THEM FOR A 30 DAY PERIOD, AND THE " WIN SHEETS" ARE DISCARDED AFTER
60 DAYS I CAN TELL YOU FROM RECOLLECTION THAT WE WERE RECEIVING
APPROXIMATELY 30 CALLS PER DAY WHEN WE WERE DOING CONTESTING
FOR THE PRIZES YOU SUPPLIED
AGAIN, I APOLOGIZE FOR ANY INCONVENIENCE THIS MAY CAUSE YOU,
HOWEVER, I WAS NOT AWARE THAT YOU REQUIRED THIS SORT OF
DOCUMENTATION I CAN ASSURE YOU THAT IN THE FUTURE WE WILL
DOUBLE CHECK WITH YOU AND MAKE SURE THAT THIS IS DONE
I TRUST YOU FIND THIS IN ORDER AND IF YOU HAVE ANY FURTHER QUESTIONS
OR CONCERNS PLEASE FEEL FREE TO CONTACT ME AT 532- 0840
SINCERELY,
ANNE GRAHAM, CMM
RETAIL SALES MANAGER
COUNTRY 840 CJXX RADIO
FAX KM- 1286 # 202 9817101 Avenue. Grande Prairie. Alberta T8V0X6
TOTAL P. 01
Appendix " N"
Example of Children's List of Tips
< Tb( La\ Y\ ^ n V W f ^ P
E a r ^ c A - V o A T( o£ ^ V r 5
G
O
P Q g ' c a ^ e f e \ ^ p n l u o f ^ M o A n
H Q o c o m h ^ P f l
e g S i
- ( j Q Y v . t t unOep. < ^ ^ v \ \ o a pg>^\ pav? rrV An&
k i cW T i t o , a . m o A r i - -.- Wm^ W a l ^ s - T -
Dear Ms. Reesor,
I think farm safety is very important because I live on a farm. I think this is
the way to help with farm safety.
Yotrshoaldrr't play aroimd any- kindof machine with er power takeoff. If
could take off your arm or kill you. Don't play around a running bailer, the
teeth could grab you and it could be deadly. Or the bailer's belts could catch
onto clothing and- pull you m then thenars feat turn fee - belts could crush you.
You should never play around a running combine because the belts could rip
off your arm or leg. At fee front you should be very careful because ekrthmg
could get caught on one of the pick up teeth and could pull you in. Then the
the auger would squish and kill you. You should always shut down the
machinery when you leave. Always wear a helmet when you go hiking or
quading. You should only have one person in a tractor unless it is a two
SCcHCf.
You should never bug the pigs because fee boars could bite off your arm or
leg. You shouldn't bug the cows because they could charge you. You
shouldn't stand behind a horse because it could kick you. You should close the
gates to'diiiiuajs' peas because feeycooJd get loose.
You shouldn't jump on the bales because you could fall off or get stuck in a
h