1

An advertisement showing a farmer asking what the cost of electricity will be?
1942

2

The many advantages to be gained with the use of hydroelectric power had to be promoted. The majority of farmers had limited experience and knowledge of electricity. The Manitoba Power Commission promoted the development of Farm Electrification through newsletters, educational programs and workshops. Through this type of promotion, knowledge about electricity, and how it improves the quality of life on the farm was assimilated into Manitoba's farming community.

3

An article from the Manitoba Power Commission newsletter 'Bulletin'.
December, 1951
Manitoba

4

During the winter of 1944 -1945 the Manitoba Power Commission commenced with an educational programme for farmers. The purpose of the course was to familiarize farmers with the many uses of electricity and was held at the Brandon Technical School. The mission of the course was along the "… practical lines, teaching farmers the best use of appliances and giving some instruction on routine maintenance." The course proved to be a success and the Commission decided that, "… educational work will be continued for the farmer and his sons in the areas that are served or that will be electrified within the year."

5

The following chart was a compilation of desired appliances by farmers in the test survey area.

# Appliances Percentage

1 Ľ h.p motors 91.3
2 Iron 90.5
3 Toaster 71.2
4 ˝ h.p. motors 54.4
5 Radio 48.6
6 Hotplates 45.4
7 Washing machine 35.3
8 Lamp, Floor 21.4
9 Refrigerator, small 21.1
10 Vacuum cleaner 20.6
11 Cream Separator 18.3
12 Refrigerator, large 16.3
13 Ranges, combination10.1
14 Auto heater 9.6
15 Warming pads 9.5
16 Fans 9.3
17 Water Heaters 9.0
18 Lamps, table 9.0
19 Air Heater 7.5
20 Water pumps 5.3
21 Ranges, 4 burners 5.0
22 Ranges, large 3.5
23 1 h.p. motors 3.1
24 Waffle iron 2.8
25 Kitchen mixers 2.8
26 Pail heater 1320 watt2.8
27 Range, small 2.5
28 Coffeemaker 2.5
29 Chick Brooder 2.0
30 Grain Crusher 3 h.p. motor 1.5
31 Battery Charger 1.3
32 Electric Kettle 1.3
33 Poultry Water Heaters 1.3
34 3 h.p. motors 1.1
35 2 h.p. motors 1.0
36 Range Annex Heaters 1.0
37 Sandwich Toaster 0.8
38 Roaster or Oven 0.7
39 ľ h.p. motors 0.5
40 Milking machine 0.5
41 Percolators 0.1
42 1 ˝ h.p. motors 0.1

6

The chart suggests that farmers were choosing appliances that they felt would improve their efficiency and the quality of farm life. No doubt cost was also a major factor in the choice of appliances which would be initially bought. From this survey of desired appliances, the Manitoba Power Commission decided that educational promotion was essential if major appliances were to be placed in quantities on the farms. The Commission began to realize that without farm women witnessing the benefits of electricity in the home, farm electrification would be hampered by a lack of revenue to cover the costs involved. In order to reach farm women, the Commission began planning travelling displays at country fairs as well as farm houses that were already set up for electricity.

7

The Manitoba Power Commission began intensively using rural newspapers to address farmers. Local papers were the link for farmers with the outside realm. Advertisements promoting the use of electricity and announcing meetings about farm electrification were regularly posted. This was done in municipalities that the MPC was in the process of signing up prior to extending power lines into the area. There were advertisements that were directed specifically to farm women and also to men.

8

An advertisement by the Manitoba Power Commission run in the Portage la Prairie newspaper.
8 June 1948
Portage la Prairie, Manitoba

9

One quite poignant ad was posted in the Portage la Prairie newspaper. The ad was quite startling in that a woman was portrayed as a domestic slave and her life described as that of an indentured servant. Hydroelectric power was presented to the reader as the only possible salvation for this overworked farm woman.

10

An advertisment for electric motors, that was placed in various rural weekly papers.
7 October 1949

11

A less startling ad, but no less poignant, was directed toward male farmers with the promise that hydroelectric power could replace the hired hand for many farm tasks. The ad incorporates an electric motor into the body of a man. The ad was promoting the purchase of a utility motor instead of a hired hand; it would do the same job and be somewhat cheaper.

12

An advertisment in the Brandon paper for the local fair.
July, 1949
Brandon, Manitoba

13

The Manitoba Power Commission used rural newspapers to post information on training programs aimed at both farm men and women. These ads encouraged farmers to partake in hydro courses. One of the main events where farmers could glean knowledge about electricity was at the Brandon Fair.

The Brandon Fair was an annual event that offered entertainment and information to men, women and children. It was a time to relax, enjoy and visit with neighbours. It was in this venue that the farm women could be given advice about the use of appliances in the home, and also nutritional advice. Margaret Shaw (Munro) was a Home Economist for the Manitoba Power Commission from 1950-1953 and she had this to say:

"… the home economist was part of the Hydro display at the rural fairs. The one I recall best was a model kitchen display at the Brandon Fair. My throat became hoarse and sore from constant talking. By the end of the week I could hardly speak."

14

This newpaper clipping was from a Transcona newspaper.
19 May 1949
Transcona, Manitoba