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Demonstrates knowledge change in audiences through a TV campaign, suggesting effective outreach methods.
Extension educators need to try innovative ways to reach audiences that don't attend traditional Extension educational programs. To do this, in the area of groundwater education, a campaign consisting of three 30-second television messages about groundwater protection was run over a three-month period. A telephone survey was then conducted to examine not only whether the messages were seen, but whether they changed viewers' knowledge level or practices. Results indicated television messages can be a cost-effective way not only of communicating, but also of facilitating change.
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Chris Mechenich (1993) studied this question.
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