Here’s Some Nice Work

Source: puroticorico via Flickr

Is there anything not to like about this radio PSA produced by the Wisconsin DNR? I can’t think of anything, really. It’s aimed at farmers and it’s personal, credible, and crystal clear. Let’s see how it stacks up to the four steps of the Water Words That Work method:

• Step One: Begin With Behavior — Check! A clear call to the target audience to contact the appropriate local authorities and start work on a nutrient management plan
• Step Two: Foolproof Photos — Well, it’s a radio ad. But some of the language is very visual!
• Step Three: Swap the Shoptalk — Check. I think Nutrient Management Plan and runoff are both OK for the target audience of farmers
• Step Four: Insert the Words That Work — Check. “Clean Water,” “Pollution,” and “Doing your part.”

OK, the farmer narrating this piece doesn’t exactly say the words “doing your part,” but I’m giving them credit anyway because that’s the emotional button he pushes when he says, “That’s why I’m working on a nutrient management plan, won’t you do the same?”

For good measure, I suspect that radio is a good channel to reach farmers… and given slumping advertising sales, maybe the stations will donate some of that unsold ad inventory to this worthy cause.

Thanks to L.C. for sending this my way. Good job Wisconsin DNR!

Click here to listen to ad.

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