4.0 COMMUNICATIONS/PUBLICITY

The program was publicized by telephone and e-mail conversations with a number of potential delivery organizations. These were followed up, in some instances, by face-to-face meetings or continued written correspondence. Raising awareness of the program was particularly challenging due to varying schedules, time zones, technical problems and with other Millennium activities being promoted at the same time.

4.1 Project Communications

The young people were recruited by various means, depending on the project. In most cases, they were asked to provide evidence of their desire to attend by writing a short essay. These were then reviewed by delivery organizations, and the organizations' representatives selected the delegates. Participants were also asked to develop an "at home plan" and to review it with staff before returning home.

4.1.1 Communications by Project

Excursion 2000 --Newfoundland and Labrador Youth Exchange

To determine possible exchange locations, AAFC made contact with various communities and regions. Youth Councils played an important role in the site preparation and in passing on the information to young people. Schools were also contacted to share information and plan activities.

Participant selection, parental consents and host family selection, as well as travel planning, were well organized and communicated. Media in local areas were open and supportive of the initiative.

Multicultural Rural/Urban Youth Exchange Program and
Summer 2000 Rural/Urban Group Exchange 2000

Because the Society for Educational Visits and Exchanges in Canada works with school boards, these were its main contacts. All students had to fill out a detailed personal questionnaire, complete an application form and take part in an interview (conducted in the applicant's home, with their parents present).

Just for the "H" of It -- Celebrating our Differences, Recognizing our Similarities

Information was provided to 4-H members and they were recruited through an application process. Urban delegates were recruited through the YMCA. Information about the conference was provided through the 4-H Banner, Manitoba Community Newspaper Association and Manitoba Co-operator.

Rural/Urban Connections Canada 2000

Participants from other provinces and from non-4-H youth were primarily recruited through the Boys and Girls Club of Canada. They were recruited through an established provincial process (through regions, districts and clubs), based on regional quotas. B.C. First Nations non-4-H delegates were recruited through the First Nations Agricultural Lending Association contacts, who are now expressing an interest in involving youth in the 4-H Program. In B.C., additional promotion and recruitment took place through communication with other organizations (including Boy Scouts) and as part of an Agriculture Awareness presentation for high school students during a professional development day.

Articles, pre- and post-project media releases, photo stories and the Rural-Urban Youth Connections Canada 2000 video were produced.

Empowering Tomorrow's Leaders -- Youth Leadership Exchange Program

A brochure was designed and widely distributed. Participants received their first contact following the receipt of their registration. Participants were also asked to fill out a contact sheet, which indicated when and how they wanted to be contacted in the future. This information was added to a database and the participants will receive current issues of the Atlantic Co-operator as well as information on job opportunities and staffing possibilities, and education material (such as bursary information, international exchanges, etc.).

The seminar was promoted by the media, and more than 430,000 copies of the brochure were distributed. Awareness was raised through a Government of Canada news release, Co-op Atlantic Express, The Co-operator, Journal Pioneer/PEI and the Co-op Quality Times.

People Developing People

Recruitment was done through contact with 4-H, Boys and Girls Clubs and Aboriginal bands. Delegates were selected according to criteria set out by the 4-H Club.

Publicity included articles in Agri-News and an on-site (see Section 4.2 below) announcement made by the Secretary of State for Rural Development.

Common Ground: Co-Operative Youth Leadership Seminar

Brochures were produced and widely distributed through youth agencies and Aboriginal organizations. A Web site was created and widely advertised. After the Forum, a wrap-up of "at-home plans," was mailed out to all participants. An article also appeared on the front page of the Saskatoon Sun.

U-REAP -- Urban-Rural Exchange Awareness Project

Recruitment took place through the local school system. Media coverage included news releases, interviews with CBC Manitoba Radio Noon, Manitoba Co-operator, CJGX Radio and CKDM Radio. A local newspaper reporter travelled with the group and interviewed several participants.

4.2 Program Communications

The Rural/Urban Youth Exchange Program was originally publicized through e-mail, telephone and face-to-face discussions. In addition, while on his regional tours, the Secretary of State for Rural Development, the Honourable Andy Mitchell, announced three program events:

1. Rural/Urban Connections Canada 2000 -- the announcement was made in Merritt, B.C., January 21, 2000.
2. People Developing People -- the announcement was made in Airdrie, Alberta, August 10, 2000.
3. Empowering Tomorrow's Leaders -- the announcement was made in Moncton, N.B., September 13, 2000.

These announcements were followed by press releases, articles in local newspapers and calls from the media.

A kiosk highlighting several of the many program activities was displayed at FunFest celebrations on the Central Experimental Farm in Ottawa, as part of AAFC's Canadian Agriculture and Food Celebration. More than 8,000 people attended FunFest.

It should be noted that in the January 31, 2001, Speech from the Throne, Her Excellency, The Governor General of Canada, Adrienne Clarkson confirmed that the Government of Canada "will continue to expand exchange programs for young Canadians to reach its goals of 100,000 exchanges each year."

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5.0 EVALUATION

At the end of the project, all delivery organizations completed a questionnaire that evaluated the program. The following points summarize the outcomes of the evaluation questionnaire.

5.1 Project Objectives

" Today's youth are tomorrow's leaders and they are looking for our support as they reach for their potential. " Organizer

All of the organizations' representatives felt that the objectives of the individual projects were met and in some cases exceeded. They also felt that it is important to continue to provide youth with opportunities such as these.

5.2 Next Steps

" We believe that we are on the right track in helping our youth develop their own individual strengths and talents. " Organizer

The organizations will continue to pursue similar activities in the future. Some of them particularly liked the aspect of bringing together the youth from rural and urban settings and giving them a better understanding of the similarities and differences of their respective day-to-day lives. For others, this program has led to new partnerships and contacts to approach for new sources of funding.

5.3 Impact

" We have seen remarkable changes in those youth and youthful staff who have attended our sessions. " Organizer

After meeting at these types of events, many young people continue to correspond with each other. Some made valuable connections that will be lifelong. Others made valuable contacts with the organizations who sponsored them as well as organizations who may have employment possibilities in the future. Many have taken an active role in their community, as they go back better informed and more open minded. These young people have also gained a better understanding of each other's culture and way of living.

5.4 Participation

Overall, the young people were eager to participate and learn. They actively took part in the process and were anxious to learn about their country.

Where minor problems arose, they were effectively handled by the coordinators, using a pro-active and open communication approach. Most participants fully participated in their program of activities. In a few instances, youth found the new situations challenging.

5.5 Operations

Organizations felt that the level of funding was adequate. For most people, travel funding was the biggest barrier they encountered. Fares from certain areas are extremely high and affect program participation. Travel costs from isolated and remote areas take up a large portion of the funding. For example, the average travel cost per participant for the Newfoundland/Labrador exchange was over $1,300.

5.6 Communications

Programs were advertised by various means and the appropriate number of delegates were recruited. Contacts with communities and regions were made to determine possible exchange locations. Schools were contacted to share information and plan activities, and to allow participants to attend classes while in an exchange location.

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6.0 CHALLENGES IN ADMINISTERING THE PROGRAM

6.1 Recruitment

For programs of this nature to be successful, program and project information needs to be widely distributed. It is important for youth to learn about the areas that they are visiting, but trips (to museums and local places of interest) increase the program cost.

There were challenges in obtaining urban participants. In Manitoba, for example, there are very few cities (apart from Winnipeg, Brandon and Thompson) that meet the criteria for urban centres. For the Territories the issue is more challenging, with few communities being identified as urban.

In some instances, there were also language challenges. For youth who may not be fluent in English or French, simultaneous translation is an option, but it is very costly.

6.2 Cost of Travel

Travel to and from isolated and remote areas took up a large portion of the funding. There was a need for balancing the large numbers of participants with shorter distance exchanges. Travel was most problematic for participants from the North. In addition to the high costs of travel, the roads in remote regions are often non-existent or in poor condition, making travel difficult and time consuming. In some cases, young people had to hire someone to drive them to the program or engage a volunteer chaperone. This contributed to a higher chaperone-to-participants ratio than would otherwise be required. Some participants from remote areas also found it difficult to arrange the extra time off school to travel. While travel may be easier in the summer, summer is not a good time to hold these programs as it interrupts many potential applicants' summer jobs.

6.3 Working with Youth

As a rule, the program administrators were very strict about behavioural problems. In some cases delegates were challenged by youth. However, despite some difficult situations staff demonstrated a strong ability to engage all youth in the activities being undertaken through the programs.

In the future, special attention should be paid to participants with special needs (such as those with mental or physical disabilities) to ensure that the proper personnel are on staff and that the site is prepared. It is also important to have staff who have expertise in First Aid and in dealing with behavioural problems.

All participants should have the same interpretation of rules and policies; to avoid misunderstandings, these rules and policies must be effectively communicated to delegates. Setting clear ground rules ensures that all participants know what is required of them in all circumstances.

6.4 Timing

Time of year, length of transportation time and travel costs were the main obstacles to increasing participation. Fares to and from certain areas are extremely high, which effects the number of participants who can be reached by the program.

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7.0 PROGRAM SUCCESS

" Thank you for the opportunity to work on a unique project that expanded our horizons. " Organizer

Based on evidence provided by the evaluation questionnaire, the evaluations filled out by each participant at events, comments by staff and the many letters of thanks received from participants, the program was successful. An additional indication of the program's success is the fact that the participants came from every province and territory.

From the organizer's perspective, these types of programs are very important to young people, both in rural and urban areas. Their main concern is lack of staff and the high cost of travel.

" The exchange gave us all an opportunity to live a culture that otherwise would not have been possible. " Participant

The program has also been a success from the participants' perspectives. They were provided with the opportunity to travel to locations they might otherwise never visit, make new friends, learn about other provinces and territories, and learn new skills such as team building, leadership and public speaking. They were also provided the opportunity to visit farms, museums and schools, had fun at water slides, enjoyed free time and got to know one another. Lasting friendships were formed and youth returned home with plans to get more involved in school and community activities. In some instances, summer jobs will result from the visits made while on exchanges.

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8.0 CONCLUSIONS

" I would like to have the opportunity to again be involved with a Rural/Urban Program. " Organizer

Delivery organizations' representatives felt that this was a very effective program and appreciated being a part of AAFC's Millennium activities. They are all of the opinion that these types of programs are needed and are important to youth. The various projects brought together youth from all parts of Canada and enabled them to travel to places they may not have had the opportunity to visit otherwise. They also learned valuable skills (such as team building) and got to appreciate the diversity of youth across Canada.

Projects were varied and interacted well with local needs and opportunities. In several instances, delivery organizations tried new things or added to an already existing program. These organizations plan to continue their customized approach.

Because of the wide range of locations of rural and remote youth, travel and associated costs per youth varied greatly. Therefore, there was a trade-off between providing projects for more youth who could be transported relatively inexpensively, and providing projects for fewer youth from more distant rural and remote areas, for whom transportation was much more expensive.

" We want our youth to take an active role in building strong communities. " Organizer

Given the benefits of these types of programs (both to youth and their communities), the participants and the organization representatives highly recommended that Agriculture and Agri-Food Canada continue to provide funding for rural and urban youth exchange programs.

For more information, please contact:

The Rural Secretariat
Agriculture and Agri-Food Canada
3rd floor
1525 Carling Avenue
Ottawa, Ontario K1A 0C5
Toll-free phone: 1 888 781-2222
Toll-free fax: 1 800 884-9899
E-Mail: rs@agr.gc.ca

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Date Modified: 2002 06 06

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