The Advanced Knowledge Mobilization and E-communication (AKME) Project is a centerpiece for the National Children’s Center. AKME specialists in health communications, marketing and technology facilitate messaging, packaging and dissemination of information into, out of, and across all projects. The AKME team collaborates with Center-wide and external partners to identify, design, utilize and evaluate appropriate communication approaches. PI – Bryan Weichelt, Ph.D.


Accomplishments so far: – This online tool enables users to search the largest database of publicly available agricultural injury and fatality reports, providing a near real time snapshot of incidents and trends. The tool sources reports from publicly available data, primarily media reports, and pairs them with relevant prevention materials. has led to 10 peer-reviewed manuscripts. It was developed, launched and redesigned with the guidance of a 15-member national steering committee. The AgInjuryNews Twitter feed, averaging just more than one tweet per day, yielded 86,100 impressions in 2019 - @AgInjuryNews.

Media relations – In order to disseminate research findings and resources, the team drafts and distributes 8-10 news releases each year to its partners in agricultural and mainstream media, leading to coverage from dozens of news outlets across the nation, including New York Times, Politico, USA Today, Washington Post, USDA Radio, Brownfield Ag News, RFD-TV, Farm Progress Publications and many more. The team supports the news releases by providing follow-up assistance to reporters (e.g., facilitation of interviews, providing photos/other graphic elements).

Social media – AKME staff maintain and promote three Facebook pages, three Twitter accounts and one Instagram account, totaling nearly 5,000 followers by the end of 2019, a 32 percent increase in followers over 2018.

Agricultural Youth Work Guidelines – Built upon the 1999 North American Guidelines for Children's Agricultural Tasks (NAGCAT), these updated guidelines help adults assign age/ability appropriate work. Available on a mobile-friendly website, the guidelines are available in English, Spanish and French, and have modifiable skin tones and equipment colors.

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