Childhood Agricultural Safety Public Awareness Campaign

1. Childhood Agricultural Safety Public Awareness Campaign Funding is received from the National Institute for Occupational Health and Safety (NIOSH): http://www.cdc.gov/niosh/childag/

2. Background • The 2001 National Action Plan for Childhood Agricultural Injury PreventionAim 10 states that a primary task of the Childhood Agricultural Safety Network should include efforts to: “develop a comprehensive, long-term, year-round public education campaign with messages about childhood agricultural injury prevention to be disseminated through a variety of media.”

3. Campaign Goal and Objectives To reduce the number of childhood agricultural injuries and fatalities through public awareness that influences social norms and adult behaviors. • Raise public awareness of childhood agricultural injuries • and fatalities • Motivate parents to change unsafe practices • Motivate farm owners to protect children from hazardous • situations on their farm • Use social marketing strategies to reach a broader public • If possible, determine impact of effort

4. Strategic Theory Many organizations with similar missions are involved in childhood agricultural safety to a greater or lesser extent. By working together to develop and deliver a unified message, we expect to increase our impact on injury/fatality prevention.

5. Strategic Plan (Preliminary) • Develop the Message – The Gunter Agency • One message per year: Year 1 – Youth and Tractors – “Children under 12 years should not be on tractors” • Direct message to adults: farmers, producers, parents and agricultural leaders • Portray positive image of farmers, while giving a serious message • Find out to whom young farmers (i.e. parents) listen • Should reach multiple groups, flexible and adaptable to modify for special populations

6. The Message –Year 1 • Keep Kids Away from Tractors • Children under the age of 12 years should never be allowed on or near tractors

7. The Print Ad

8. Print Ad Translations Spanish – Español French – Français

9. Advertising Option

10. Alternate Print Ads

11. Spokesperson • In October 2006, Michael Peterson, Country music singer, serves as spokesperson for the “Keep Kids Away from Tractors” campaign.

12. Public Service Announcements • Michael Peterson recorded two radio PSAs promoting that “Children under 12 years should never be allowed on or near a tractor”. Soundclips of the PSAs are available on the www.childagsafety.org website. Michael is currently making arrangements to do a television PSA in spring 2007.

13. Future of the Campaign • Publications • Ag Industry/Organization Convention Exhibits • Professional Conferences • Television • Radio

14. Distribution • Marshfield has primary responsibility (as facilitators of CASN) • Each CASN organization will use their existing dissemination strategies • Non-CASN members have the option to use materials and slogan • Dedicated website will provide ready access to all resources • www.childagsafety.org

15. Campaign Website www. childagsafety.org

16. “Working together we will increase our impact on protecting children from agricultural injuries and fatalities.”