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Mass Media: Sustaining Pollinators

Book Cover
Publication Description

The National Pesticide Safety Education Center (NPSEC) has been supporting pollinator health since 2017, primarily by providing education and training materials to Extension programs that teach pesticide applicators how to minimize the risk that pesticides pose to pollinators.

Over the last three years, NPSEC has taken its mission to be a premier provider of pollinator protection information to a new, more visible level. Leveraging our unique relationships with several private media companies, we created an opportunity for the Cooperative Extension program at Prairie View A&M University to share its pollinator stewardship research and best practices with a consumer audience in a mass media campaign in Texas.

Commercial media isn’t typically an option for Extension programs. It’s usually expensive and requires business connections that Extension agents are unlikely to have. As a result of its Pollinator Stewardship Pilot, NPSEC and its media partners have demonstrated how robust market research and mass media can be accessible to and affordable for Extension Service programs.

Land-Grant Institution
Prairie View A&M University
Authors (Name, Email, Institution)

Kara Maddox, NPSEC

Tom Smith,, NPSEC

Courtney Weatherbee,,NPSEC

Publication Audience
General Public, Cooperative Extension
Publication Type
Process Publication
Publication Date

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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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