Childhood Agricultural Safety Public Awareness Campaign

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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/
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Background

• The 2001 National Action Plan for Childhood
  Agricultural Injury Prevention Aim 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.

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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

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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.

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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

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The Message Year 1

• Keep Kids Away from Tractors
• Children under the age of 12 years should never
  be allowed on or near tractors

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The Print Ad
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Print Ad Translations
French Français
Spanish Español
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Advertising Option
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Alternate Print Ads
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Spokesperson

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

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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.

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Future of the Campaign

• Publications
• Ag Industry/Organization Convention Exhibits
• Professional Conferences
• Television
• Radio

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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

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Campaign Website
www. childagsafety.org
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Working together we will increase our impact on
protecting children from agricultural injuries
and fatalities.