PIERRE, S.D. – Native grasslands are the most threatened ecosystem in North America.
A South Dakota advocacy group hopes its educational campaign will reach a wider audience after receiving a regional award. The South Dakota Grassland Coalition’s recent television public service announcement, part of its “Where Good Things Grow” campaign, recently won an Upper Midwest Regional Emmy award.
Quality grasslands help clean air and water, sequester carbon, reduce erosion and provide wildlife habitat.
Ron Nichols, one of the campaign’s creators, produced the television spot.
“The television spots in particular are designed to help people understand that we are all connected to the grasslands and that they’re definitely worth protecting and improving their health,” Nichols explained.
He said it was “affirming” the film’s message resonated with the region and met the high standards of an Emmy Award. Nichols also hopes it will educate people about threats to grasslands including conversion to cropland, woody encroachment and the effects of poor management.
The one-minute film features footage of rancher Kelsey Scott and her nephews caretaking land on the Cheyenne River Reservation. Nichols emphasized he appreciated the opportunity to film a local rancher practicing good grassland management.
“Rather than going out and trying to get an actor, these spots are genuine,” Nichols stressed. “They really reflect what’s happening out on the land in South Dakota.”
Along with the rancher’s cattle, the PSA includes images of sage grouse, buffalo, pronghorn and a diverse sampling of grassland plant species.
Joe Dickie and his son, Charlie, filmed the scenes and images featured over several years traveling through South Dakota’s grasslands. He is glad to showcase the results of regenerative ranching practices.
“Running cattle, resting the land, not overgrazing, being really aware of riparian areas along water,” Dickie outlined. “Really just doing the right things for the environment.”
The PSA aired more than 4,000 times this year.
