Success with the 4Rs: Message Unity and a Multi-Faceted Approach.

In the last four years, awareness and integration of 4R Nutrient Stewardship into the context of fertilizer best management practice outreach, education and implementation has enjoyed significant success. However, this success was not a fluke. Early strategic efforts involving multiple stakeholders were key to creating and developing the outreach effort for the 4R initiative. Message unity and utilization of a multifaceted approach has led to exponential growth in the use and integration of the 4Rs. This paper will examine the strategic effort and review each component of the multifaceted approach. The strategic effort continually being implemented is based on science and utilizes educational tools, promotional actions, industry and non-governmental organization partnerships, recognition and advocacy programs and effort evaluation.