4-H Keeps changing with the times

Source: Saskatchewan Agriculture and Food

Even though it has been operating in Saskatchewan for almost 90 years, 4-H has never been an organization that rests on its laurels.

Valerie Pearson, the Executive Director of the Saskatchewan 4-H Council, says the agency is always looking at ways to ensure it remains relevant to youth, while, at the same time, maintaining its core values and objectives.

“We’ve always said our claim to fame is our leadership. We’re developing responsible citizens for the future, to take leadership roles,” Pearson explained. “But that’s not always a good selling pitch to an eight-year-old or a 10-year-old, so we really strive to promote the fun aspect of belonging to a 4-H club in everything we do. While having fun, there are all sorts of activities through which these young people learn leadership skills, which is certainly something that parents appreciate.”

Pearson said a new national initiative has been undertaken which will soon thrust 4-H more prominently into the spotlight. The initiative was largely spearheaded by 4-H members from across Canada, who were given the opportunity to apply to be part of a “youth advertising team” for the organization, she noted.

The team spent two weekends working with advertising agencies to develop ads for a public awareness and promotional campaign that will roll out across the nation in the coming months, targeting young people.

“The initiative just launched on October 31, so we’ll be starting to see radio and TV ads down the road as things get into full swing,” Pearson noted. “The horse isn’t out of the barn yet, but it’s approaching the gate.”

Pearson said the main reason for the campaign was to ensure people know and understand what the 4-H program is all about, and to attract new members to the organization. “In some areas, our membership has been declining over the years, and we want to address that,” she stated. “This is one way we felt we could get youth interested in 4-H, to learn about the program and to join the program, eventually.”

The 4-H program in Saskatchewan is in good shape overall, Pearson said, but the Provincial Council is fully behind the initiative to increase membership.

“In the last couple of years, we’ve developed many new programs. We’ve got these programs in place, as well as new and energetic staff who are going out and meeting with clubs and districts as much as they can,” she stated. “Now we’re going to shift our focus to increasing our membership numbers, as well, for the long-term stability of 4-H in Saskatchewan.”

One of the more recent initiatives of 4-H in Saskatchewan has been to work more closely with First Nations in attracting youth and introducing new learning components. “We’re working hand-in-hand with the First Nations Agricultural Council of Saskatchewan,” Pearson said. “The goals of both organizations are essentially the same. We both want to work with youth; we both want to pass on information to the youth through knowledgeable, respected people. The First Nations call them elders; we call them leaders. Since we’re trying to do the same thing, and 4-H has an effective model already in place, we felt it would be very beneficial for us to work together.”

First Nations' participation in 4-H is beginning to increase, as a result, both within existing clubs and in the establishment of new clubs on reserves where sufficient interest exists. For example, almost 40 youth from Turner Lake, in the northern part of the province, recently attended a 4-H night.

The partnership has also enabled 4-H to augment its current programming with an aboriginal learning component. “A couple of years ago we received some federal funding through Agriculture and Agri-Food Canada,” Pearson said. “We were able to have some aboriginal project material written for us by aboriginal people, themselves, covering topics such as culture and traditions, foods, quilting and so forth. This material is available for all clubs to use, so that non-aboriginal 4-H members can also learn about another culture.”

Pearson says that young people who participate in 4-H clubs get hands-on experience doing a lot of neat things, while at the same time learning new skills, building leadership qualities and, most importantly, having fun. “We always stick to our motto: ‘Learn to do by doing.’ This is an organization that lets everyone try, lets everyone excel,” she said. “And you can bet they’re going to have fun doing it.”

For further information, contact:
Valerie Pearson, Executive Director
4-H Council of Saskatchewan
Phone: (306) 933-7729
Website: www.4-h.sk.ca