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    The Canadian Agricultural Safety Association's video PLAN.FARM.SAFETY., funded by Farm Credit Canada, won a 2011 Communicator Award.
    The Communicator Awards receives more than 6,000 entries per year, making it one of the largest awards of its kind in the world. The awards program is sanctioned and judged by the International Academy of the Visual Arts.
    CASA's video showcases the value of safety on farms, focusing on augers, ROPS, chemicals and safety plans. What makes this video unique is the theory behind it -- rather than scaring farmers into practising safety, this video uses positive messaging to show viewers the value and the benefits of behaving safely while on the farm.
    Harvey Wolfe of cause and effect communications produced and directed the video with the assistance of ag safety professionals and farmers across the country. CASA's Agriculture Health and Safety Specialist, Glen Blahey, oversaw the safety messaging of the video.
    "We took a departure from the beaten path in the creation of this video," explains the director. "We reinforced safety messaging with positive emotional content, something that was supported by both CASA and Farm Credit Canada. As a result, the piece is being recognized internationally, and we are thrilled!"
    This approach is based on the Science of the Positive developed by Jeff Linkenbach of the Montana Institute. Jeff has presented several times at recent CASA conferences. As has Harvey. In Winnipeg in 2010, Harvey led a workshop showcasing the methodology behind the Science of the Positive.
    Thanks to everyone who helped make this video a winner:
    Jeff Ferguson, Ferguson Bros of St. Thomas
    Mark Grafton, Bar K Ranch
    Andrew Nagelhout, Nagel Haven Farms
    Hubert Pruen, Pruen Farms
    Rob Parmeter, Canadale Nurseries
    Glen Blahey, Canadian Agricultural Safety Association
    Reg Steward, Farm and Ranch Safety and Health Association
    Steve Zronik, Workplace Safety & Prevention Services
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