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One of the most important aspects of ATV usage is the safety component. Yamaha, as a company, understands this importance and so does the University of Florida’s Agricultural Communicators of Tomorrow chapter. We have developed a few vital pieces for Yamaha to use as a guide to their safety awareness campaign. The main goal of every piece presented in this plan is to raise awareness of the importance of safe and responsible use of ATVs and side-by-side vehicles on farms or ranches and to encourage riders to adventure safely. We also hope to educate agricultural audiences on ATV safety guidelines that are necessary to any operation.

More than 25 percent of the fatalities that occur on ATVs are to children who are younger than 16 years of age. Furthermore, ATV injuries are most common in white men aged 18 to 30 years. Through our social media plan we hope to reach our target audience, adults and teenagers between the ages of 16 and 35. The utilization of a blog is key to telling stories and sharing the message of ATV safety. We plan to use the blog as an outlet for newsworthy stories as well as personal stories that can be shared by those impacted by ATV safety. We will tweet statistics and facts about the importance of adventuring safely. Instagram is another platform that is vital to the dissemination of our message. We will post pictures, infographics, and short videos that highlight the importance of wearing the proper gear and other aspects of ATV safety. Facebook is the last major platform we will focus on heavily. In the Facebook forum we will post links to our safety blog as well as pictures and statistics pertaining to ATV safety.

The advertisement will be used to convey the main message of our campaign which is to experience adventure with ATV safety. The advertisement features a man riding an ATV on a dirt road in a farm scene. He is wearing all the proper safety equipment and conveys the message that a person can still find adventure while wearing the gear that could potentially save his or her life. The advertisement also features the Yamaha logo and a disclaimer at the bottom that further conveys the importance of adventuring safely.

Finally, the infographic features statistics about ATV fatalities and injuries. The infographic also features a picture of a man wearing the proper gear and points out what each piece looks like on the rider. This visual representation will give the audience an example of what appropriate safety gear looks like in a real life situation. At the bottom, the viewer will find a list of rules that will help them adventure safely while still having fun and getting work done.

The purpose of this campaign is to convey the importance of ATV safety while encouraging the audience to adventure safely. The use of our advertisement, infographic and social media plan are vital to the success of this Yamaha safety campaign. By sharing the statistics and knowledge of ATV safety, Yamaha can and will save lives while encouraging riders to adventure safely.

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Ashley hails from Laurel Hill, Florida. She is a senior at the University of Florida where she is studying Agricultural Education and Communication with a specialization in communication and leadership development. Ashley found her passion for communicating about the agricultural industry as an employee at the University of Florida’s Center for Public Issues Education in Agriculture and Natural Resources. She recognizes the importance of communicating to the public about agricultural issues and hopes to educate communities about these issues in the future through research and outreach.

Morgan Dukes calls Lake Bulter, Florida home. She majors in Agricultural Education and Communication with a specialization in communication and leadership development at the University of Florida. Agriculture has always been a huge aspect of Morgan’s life, and she has always had a passion for the agricultural industry as well as communicating the industry’s message. Currently, Morgan works at the University of Florida Diabetes Institute where she is expanding her skills in social media and community outreach.

Raychel Rabon is from Okeechobee, a rural town in South Central Florida. While growing up on her family’s cattle ranch, she developed her passion for the agricultural industry. This led her to pursue a master’s degree that concentrates in agricultural communications at the University of Florida. Her interest in communications has evolved into a passion for communication through visual arts. She hopes that her interest in communication is evident through her contributions to the agricultural industry.

Shelby Oesterreicher grew up in the town of Bartow, Florida. She is currently majoring in Agricultural Education and Communication with a specialization in communication and leadership development at the University of Florida. She has a passion for communicating the positive message of agriculture with consumers. She focuses on learning about each side of the variety of issues facing agriculture and bridging the gap between them. She hopes to work as a communicator within the agricultural industry and one day aspires to own her own agricultural marketing firm.

Ashley McLeod

Morgan Dukes

Raychel Rabon

Shelby Oesterreicher

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MONDAY TUESDAY WEDNESDAY

THURSDAY FRIDAY

8AM: Tweet an ATV statistic.

12PM: Post a link to the monthly blog about safety to Facebook.

5PM: Upload an ATV photograph with tips on safety gear on Instagram.

8AM: Post an ATV safety infographic to Facebook.

12PM: Tweet about proper riding ATV gear.

5PM: Upload a short ATV safety clip on Instagram.

8AM: Upload an ATV safety Infographic focused on head gear to Instagram.

12PM: Post an ATV safety statistic with a photo to Facebook.

5PM: Tweet a link to the monthly blog about safety.

8AM: Tweet an ATV safety Infographic focused on footwear

12PM: Post an ATV safety video highlighting eyewear to Facebook

5PM: Upload an ATV video to Instagram with a safety statistic

8AM: Tweet TGIF with a picture of a person riding and ATV safely

12PM: Upload an ATV safety statistic photo to Instagram

5PM: Post an ATV safety statistic with a picture of an ATV rider in full safety gear

Our team will... utilize an EDITORIAL CALENDAR to schedule multi-platform social media posts at peek times of the day that focus on ATV safety. This social media plan is targeted toward students between the ages of 18 and 24. The social media plan and materials will act as a vehicle to raise awareness about ATV safety.

CHANNELS OF SOCIAL MEDIA

BLOGINSTAGRAMFACEBOOKTWITTER

SAMPLE STATISTICS

Helmets have been known to

reduce the risk of fatalities in ATV

accidents by 42%

The total number of ATV injuries

reported each year has nearly tripled

since 1992

ATVs accidents are among the

leading causes of Traumatic Brain

Injury (TBI) in kids under the

age of 17

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SAMPLE POSTS

SAMPLE BLOG

@UFACLT: Adventure safely on your ATV! Visit atvsafety.org to brush up on ATV safety guidelines! #ATVsafety #Yamaha #AdventureSafely

@UFACLT: Experience your adventure on a #Yamaha ATV today. Always drive responsibly and wear protective gear! (Link to blog post)

@UFACLT: Always be sure to wear the proper protective gear when riding your #Yamaha ATV. #AdventureSafely

HOME ABOUT BLOG FOLLOW US

YAMAHA SAFETY

An astounding 574 ATV-related fatalities were reported in 2012. 574 lives were lost due to the

reckless use of an all terrain vehicles and nearly a forth of these deaths are typically children. It is

important to know the dangers related to ATV use on the farm as well as the proper safety tips in order

to avoid these dangers.

ATVs are regularly used on farms in order to quickly move from place to place on the

property and haul materials such as livestock feed. Children often help complete farm chores and

may be tempted to use the ATV. However, remember that riders under the age of 16 should always be

supervised. Also make certain that you are riding an ATV that is age appropriate and that you do not

carry a passenger on a single-rider ATV. When it comes to ATV safety, remember that ATVs are not toys

and you should always ride responsibly.

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SAMPLEADVERTISEMENT

EXPERIENCE ADVENTUREWITH ATV SAFETY

Experience your adventure on a Yamaha ATV today.Always drive responsibly and wear protective gear.

8.5”

5.5”

Our team will... utilize this PRINT ADVERTISEMENT as a form of outreach to various audiences. The advertisement shares the campaign theme and message of safety simply and effectively. The advertisement will be used as a leave-behind and in published materials.

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Our team will... utilize this INFOGRAPHIC in various different ways. The infographic will be distributed to schools as a book marker and online, as well as a retractable stand-up banner that can be displayed at trade shows or safety events.

The infographic portrays important safety information that is easy to comprehend when delivered in the form of an infographic. The delivery of the infographic in various media forms will target the various audiences that are impacted by the knowledge of ATV safety.

ATV SAFETYA GUIDE TO

Did you know…

What should you do?

HELMET

LONG SLEEVE SHIRT

LONG PANTS

OVER-THE-ANKLEBOOTS

GLOVES

EYE PROTECTION

93,700ATV-related, emergency department-treated injuries

In 2014, there were

385Reported ATV-Related Fatalities

WEAR THE PROPER SAFETY GEAR:

FOLLOW THE RULES:AND

Ride only on designed trails and at a safe speed

1.2.3.4.5.6.

Always wear recommended safety gear

Only ride on paved roads safely and when permitted by law

Never ride under the influence of alcohol or drugs

Ride an ATV that is right for your age

Supervise riders younger than 16

Sources:www.cpsc.govwww.atvsafety.org

SAMPLE INFOGRAPHIC

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