A mass media water-quality program aimed at changing lawn and garden fertilization practices of homeowners successfully elicited responses from individuals by using local cooperative extension offices and newsletters. Traditional extension media tools, such as radio and news releases, were less successful in eliciting requests for further information. In addition, the program reached more people by transmitting the information in the form of a calendar than it reached in the first year through videotapes and slide sets created for use in public and Master Gardener training.