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EARTH WRITE Page 21
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 you 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:
April- June, July- September, and October- December, 1998. The campaign consisted of aired tips
and messages, mostly during the noon farm show. However, in its enthusiasm for the campaign,
the station began to expand the original plan by airing 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 during May and June as an ad hoc contest after the airing 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.
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 32 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE Page 21 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 you 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: April- June, July- September, and October- December, 1998. The campaign consisted of aired tips and messages, mostly during the noon farm show. However, in its enthusiasm for the campaign, the station began to expand the original plan by airing 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 during May and June as an ad hoc contest after the airing 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. |
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