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Volume

31

Issue

2

Abstract

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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