In the sprawling landscapes of American agriculture, reaching farmers and ranchers with critical safety information can be a monumental task. Traditional public awareness campaigns often struggle to penetrate the tightly-knit rural communities where trust is earned, not given. But what if there was a program that leveraged an existing, highly respected network to deliver vital messages directly to the heart of the agricultural community? Enter the Pipeline Ag Safety Alliance (PASA), a groundbreaking initiative that has redefined how utility operators connect with and educate farmers and ranchers across the United States.
Established in 2015, PASA emerged as a collaborative public awareness program designed to enhance and spread utility safety awareness among agricultural professionals nationwide. Its secret weapon? A unique and highly effective partnership with the National Association of County Agricultural Agents (NACAA). By working directly with extension professionals, PASA has significantly expanded its reach into rural communities, capitalizing on the trusted reputation that agricultural agents have cultivated with farmers and ranchers in their respective counties.
Public Awareness Program Enhancement: A Partnership That Works
The synergy between PASA and NACAA is a one-of-a-kind opportunity that is fundamentally changing communication between utility operators, farmers, and ranchers. With over 3,200 NACAA members covering nearly 3,000 counties across the U.S., these dedicated professionals educate farmers and ranchers on every aspect of their trade – from planting and pesticide safety to drain tiling and soil contouring. Farmers have long relied on the expertise and guidance of their local ag agents, and PASA strategically enlists their help to deliver essential safe digging messages. Each year, NACAA members engage in over 2 million interactions with farmers and ranchers, creating an unparalleled platform for PASA to establish an “army of experts” motivated to carry its crucial message to millions of our nation’s producers.
This innovative approach is rooted in the very fabric of Agricultural Extension. Cooperative Extension Services (CES) are renowned for “bringing evidence-based science and modern technologies to farmers, consumers, and families.” By educating farmers on business operations and cutting-edge agricultural science, extension services are instrumental in the success of countless farms, ranches, and rural businesses. Extension agents are professional educators, deeply embedded in their communities, working directly with individuals, families, businesses, and communities to foster growth and knowledge.
The National Association of County Agricultural Agents, a professional improvement organization, comprises over 3,200 extension agents from 48 states, serving as the ideal conduit for PASA’s mission. PASA actively participates in the NACAA Annual Meeting/Professional Improvement Conference, exhibiting and contributing to the educational program each year. This conference offers invaluable professional development through a trade show, luncheons, sessions, and tours, all while recognizing the achievements of NACAA members.
The Extension Agent Outreach Program: A Multi-Pronged Approach
PASA’s commitment to regularly communicating with extension agents across the country is comprehensive. Understanding that NACAA members collectively interact with millions of farmers, agricultural professionals, and landowners annually, the PASA Program is designed to maximize engagement and education:
Monthly Digital Newsletter: Educates ag agents and provides updates on available educational materials.
Communications Hub: Offers a direct point of contact for agents to connect with local utility operators.
NACAA Publication: Ensures exposure in NACAA’s widely read “The County Agent” magazine.
PASA Website: A dedicated platform for NACAA ag agents to request safety materials or speakers.
NACAA Annual Meeting/Conference: PASA maintains a prominent booth, engages in sponsorships, and delivers educational presentations.
Effectiveness Tracking: Provides operators with crucial documentation for their Public Awareness/Damage Prevention programs.
PASA Farm & Ranch Excavation Safety Guide: A vital resource incorporating RP 1162 baseline messaging, this publication is sent to extension professionals nationwide, featuring articles and information specifically targeting farm and ranch professionals.
Local Event Coordination: PASA actively works with local county agents and operators to facilitate speakers at regional, state, or local outreach events and meetings.
Cost-Share Opportunities: PASA members benefit from opportunities to share costs for industry events throughout the year.
Direct Engagement: The Power of Face-to-Face Interaction
One of the most profound insights gained by PASA is the undeniable effectiveness of face-to-face interaction in promoting 811 to farmers. Through direct engagement with agents, PASA has been able to tailor its outreach. In counties reporting incidents or for specific farming activities linked to hits or near misses, PASA has partnered with local agents to organize sessions where utility operators can speak directly with farmers about safe digging practices.
This direct communication has also provided invaluable feedback, allowing PASA to address specific concerns and answer critical questions from agents:
“Do you have any materials in Spanish?” (Idaho agent)
"If someone hits a line, is it an accident or a legal issue?” (Florida agent)
“What is the timeframe once the call is made when locators mark?” (Kansas agent)
“If we want speakers, how do we contact someone?”
“When there are hurricanes and emergencies and you need to dig, but we don’t have 48 hours to wait, what do we do?” (Florida agent)
“Do you do farm safety field day speaking opportunities?” (Alabama agent)
“If you’re putting in a fence, is there a standard for how often people locate?”
By addressing these questions and adapting its resources, PASA demonstrates a true commitment to understanding and serving the unique needs of the agricultural community. Through this innovative and collaborative approach, PASA is not just raising awareness; it’s building relationships, fostering trust, and ultimately, helping save lives while protecting vital infrastructure across rural America.
For more information on the Pipeline Ag Safety Alliance, contact Whitney Price at Whitney@AligningChange.com or visit PipelineAgSafetyAlliance.com.