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Mass Media: Sustaining Pollinators Publication Reissued


The Mass Media: Sustaining Pollinators fieldbook published by Extension Foundation in 2020 is now available in a flipping book format to be consistent with other publications on the Extension Foundation’s new Publication Bookshelf on Connect Extension. The publication is a result of a three-year collaboration between the National Pesticide Safety Education Center (NPSEC) and a team from Prairie View A&M University in Texas.

NPSEC has been supporting pollinator health since 2017, primarily via providing education and training materials to Extension programs that teach pesticide applicators how to minimize the risk that pesticides pose to pollinators. The Cooperative Extension Program at Prairie View A&M University partnered with NPSEC to share its pollinator stewardship research and best practices with a consumer audience in a mass media campaign in Texas.

This publication explores the process the team followed to create an effective mass media campaign. Mass media isn’t always an option for Extension programs for many reasons, including cost. The Pollinator Stewardship Pilot, NPSEC, and its media partners demonstrated that market research and mass media campaigns can be within reach for Extension programs.

This publication will be of value to Cooperative Extension professionals who are considering how to use mass/social media campaigns in their work and those who want to learn more about market research resources and audience segmentation. It takes a deep dive into analyzing millennials. In addition, the resource section includes sample blogs and social media posts. Also discussed is the collaboration framework utilized by project members.

The authors are Kara Maddox, Tom Smith, and Courtney Weatherbee from NPSEC, with contributions from Nathan Hermond, Dr. Carolyn Williams, and Dr. Clarence Bunch of Prairie View A&M. A team from several private media companies collaborated on the project, and additional support was provided by two University of Missouri Adzou graduates.

Additional titles have recently become available in the Extension Foundation library on topics such as game-based education, wellness in “tough times,” innovating curriculum, prescribed fire, emergency preparation and response, understanding food labels, and building farm and farm family resilience. You can find the entire library of publications here

A note about our Publications:

After listening to the feedback of our Cooperative Extension partners, the new Publication bookshelf serves as a replacement for our old eFieldbook library. We greatly value and appreciate the feedback we received, including eliminating a LinkedIn login to access titles on the bookshelf. All titles are publicly available on our Connect Extension platform. Titles that were on our former eFieldbook bookshelf are in the process of being migrated.

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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Agriculture Extension grant no. 2020-41595-30123 from the USDA National Institute of Food and Agriculture and membership funding. Any opinions, findings, conclusions, or recommendations expressed in the content are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture. For more information, please visit You can view the terms of useat

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