Mowbray - Farm Rural Radio Kenya - 2012 - 09- 17

• 1. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 1Learn More www.farmradio.org info@farmradio.org @farmradio

2. Prese David Mowbray Contact: dmowbray@farmradio.orgnter:Sneak preview Total trial adopters families who tried on their farms what theyheard about on the radio 7,000,000 ~1,000,000 small- 6,000,000 scale farm households Total beneficiaries 5,000,000~14,000 total 4,000,000beneficiaries in3,000,000communities that2,000,000 received active > 6 million1,000,000 intervention by beneficiaries in0 research communitiesteams, extension with radio only. and broadcasters No other extra2 interventionLearn Morewww.farmradio.org info@farmradio.org @farmradio 3. Prese David Mowbray Contact: dmowbray@farmradio.orgnter: Farm Radio for Impact A powerful tool to foster the adoption of agricultural technologies that will transform lives in AfricaLearn Morewww.farmradio.org info@farmradio.org @farmradio 4. Prese David Mowbray Contact: dmowbray@farmradio.org nter: Do these names mean anything to you? Everett Rogers Bryce Ryan Neal C. Gross 4Learn More www.farmradio.org info@farmradio.org @farmradio 5. PreseDavid Mowbray Contact: dmowbray@farmradio.orgnter: Source: Ryan and Gross, 1943 5Learn More www.farmradio.org info@farmradio.org @farmradio 6. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 6Learn More www.farmradio.org info@farmradio.org @farmradio 7. PreseDavid MowbrayContact: dmowbray@farmradio.orgnter:70605040302010 0 1927 1928 1929 1930 1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 7Learn Morewww.farmradio.org info@farmradio.org@farmradio 8. Prese David Mowbray Contact: dmowbray@farmradio.orgnter: The classic diffusion-adoption model An innovation Communications channel(s) Time Social system8Learn Morewww.farmradio.org info@farmradio.org @farmradio 9. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 9Learn More www.farmradio.org info@farmradio.org @farmradio 10. Prese David Mowbray Contact: dmowbray@farmradio.org nter: The farmer-to-farmer exchanges of their personal experiences with hybrid seed were at the heart of diffusion. When enough such positive experiences were accumulated by innovators, and especially by early adopters, and exchanged with other farmers in the community the rate of adoption took off. This threshold for hybrid corn occurred in 1935. After that point, it would have been impossible to halt its further diffusion. Everett Rogers, Diffusion of Innovations, 1962 10Learn More www.farmradio.org info@farmradio.org @farmradio 11. Prese David Mowbray Contact: dmowbray@farmradio.org nter:Learn More www.farmradio.org info@farmradio.org @farmradio 12. PreseDavid Mowbray Contact: dmowbray@farmradio.org nter: So whats radio gotto do with it? Radio is the number one source of information for small-scale farm families in Africa Nearly 80% have access to radio Farm radio broadcasts have existed for a long time Most of them have failed to inspire large scale change 1212Learn More www.farmradio.orginfo@farmradio.org @farmradio 13. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 13Learn More www.farmradio.org info@farmradio.org @farmradio 14. Prese David Mowbray Contact: dmowbray@farmradio.org nter: Could radio make a difference? Bill & Melinda Gates There was no analysis of Foundation asked Farmexisting farm radio Radio International that content, formats, question modalities or audience --and funded us to findsizes an answer While Farm Radio There was only International had ~ 250 anecdotal informationpartner stations in no good studiesAfrica we didnt knowmuch about them14 14Learn More www.farmradio.org info@farmradio.org @farmradio 15. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 15Learn More www.farmradio.org info@farmradio.org @farmradio 16. Prese David Mowbray Contact: dmowbray@farmradio.org nter:Our experiment The African Farm Radio Research Initiative Work done from 2007-2011 25 stations (5 / country) State, commercial, commun ity, church 49 Participatory Radio Campaigns16 16Learn More www.farmradio.org info@farmradio.org @farmradio 17. Prese David Mowbray Contact: dmowbray@farmradio.org nter: The Participatory RadioCampaign (PRC) Key elements of the campaignsThe improvement was one farmers in participating villages said they wantedThe improvement was one that was already tested and availableEvery week our stations broadcast a radio program devoted to explaining the improvement, its strengths and weaknesses 17Learn More www.farmradio.org info@farmradio.org @farmradio 18. Prese David Mowbray Contact: dmowbray@farmradio.org nter: The Participatory RadioCampaign (PRC) Key elements of the campaignsBroadcasts were scheduled at times farmers said would be most convenientEvery program featured interviews & other content from members of the participating, Active CommunitiesEvery episode gave the audience an opportunity to comment, be heard 18Learn More www.farmradio.org info@farmradio.org @farmradio 19. Prese David Mowbray Contact: dmowbray@farmradio.org nter: The Participatory RadioCampaign (PRC) Key elements of the campaignsA core story, featuring a successful farmers experience gave continuity every weekAt about the 2/3rd mark listeners were asked to make a decision about whether or not to try the improvement theyd heard about. 19Learn More www.farmradio.org info@farmradio.org @farmradio 20. Prese David Mowbray Contact: dmowbray@farmradio.org nter: The Participatory RadioCampaign (PRC) Key elements of the campaignsFor the remaining weeks the programs gave ongoing advice and information targeted to the farmers who had decided to try the improvement or innovation. 20Learn More www.farmradio.org info@farmradio.org @farmradio 21. Prese David Mowbray Contact: dmowbray@farmradio.org nter: The Participatory RadioCampaign (PRC) Key elements of the campaignsAfter the staff took a basic radio training workshop, production responsibility was left completely to the radio stations themselves.Content was supervised for each radio station by a technical advisory committee that included content experts and other stakeholders 21Learn More www.farmradio.org info@farmradio.org @farmradio 22. Prese David Mowbray Contact: dmowbray@farmradio.orgnter: Experiment designBroadcast areaSignal obstacleCommunityParticipating communityControl community 2222Learn Morewww.farmradio.org info@farmradio.org @farmradio 23. Prese David Mowbray Contact: dmowbray@farmradio.orgnter: Experiment designThe outcomeevaluationsurvey Surveyed participating communities (ALC) Surveyed non- participating communities (PLC) Surveyed control communities 2323Learn Morewww.farmradio.org info@farmradio.org @farmradio 24. Prese David Mowbray Contact: dmowbray@farmradio.org nter:PRCs compelling results 24Learn More www.farmradio.org info@farmradio.org @farmradio 25. Prese David Mowbray Contact: dmowbray@farmradio.org nter: A grand scaleTotal trial adopters families who tried on their farms what they heard about on the radio~1,000,000small-scale Total beneficiaries 7,000,000 6,000,000farm 5,000,000households 4,000,0003,000,0002,000,000 Active, ongoin1,000,000 g intervention 0by Heard radio only.researchers, e No other extra xtension and intervention.broadcasters. 25Learn More www.farmradio.org info@farmradio.org @farmradio 26. Prese David Mowbray Contact:dmowbray@farmradio.org nter:PRCs facilitate adoption Relationship between frequency of listening to PRC broadcasts and percentage ofrespondents trying the new practice60%Percentage of respondents trying PRC practice50%R = 0.95740%30%20%10%0%Listened to1-24%25-49%50%51-74%75-99%Listened toNone of the100% of thePRCPRCPercentage of PRC episodes heard by respondents 26Learn More www.farmradio.orginfo@farmradio.org@farmradio 27. Prese David Mowbray Contact: dmowbray@farmradio.org nter:Limitations Only did one PRC for Radio station must be one season, no popular and trusted in continuation from year the first place to year (nature of Quality control of experiment)content when in Based on other studies vernacular language is need a longer period not easy with repetition to get to Could only measure later adopters moretrial adoption not full quicklyadoption27 27Learn More www.farmradio.org info@farmradio.org @farmradio 28. Prese David Mowbray Contact: dmowbray@farmradio.org nter:Limitations Some technologies Because of limited selected by farmers (but experience and possibly driven by capacity, some of the external interests) didinitial 25 partner radio not lend themselvesstations did not well to the PRC modelimplement the PRC and approach model very well. E.g. establishing group That is why results aremarketing clubs for based on just 15some commoditiesstations & campaigns28 28Learn More www.farmradio.org info@farmradio.org @farmradio 29. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 29Learn More www.farmradio.org info@farmradio.org @farmradio 30. Prese David Mowbray Contact: dmowbray@farmradio.orgnter:Challenges during the experiment led to our own innovations Partner radio stations were not equipped to go to rural communities and interview farmers. Professional recorders were in short supply and very expensive ($400). Solution MP3 players with built-in recording capability. Cost $50 each (today down to $35) 3030Learn Morewww.farmradio.org info@farmradio.org @farmradio 31. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 31Learn More www.farmradio.org info@farmradio.org @farmradio 32. Prese David Mowbray Contact: dmowbray@farmradio.org nter:Challenges during the experiment led to our own innovations Partner radio stations were not equipped totake listener feedback Solution Inexpensive SMS recording systems took messages and text SMS alert systems sent messages to subscribing farmers to remind them of the upcoming show32 32Learn More www.farmradio.org info@farmradio.org @farmradio 33. Prese David Mowbray Contact: dmowbray@farmradio.org nter: 33Learn More www.farmradio.org info@farmradio.org @farmradio 34. Prese David Mowbray Contact: dmowbray@farmradio.org nter:Why did the PRC approach work? Our radio programs Our radio programs were farmer-to-farmerreached virtually ALL communicationthe communities, early adopters and something extension innovators learned services and NGOs from other innovatorscould never do even if they didnt know The stations were them already trusted by the Trust built; they spokerural audience or else the same languagethey wouldnt listen34 34Learn More www.farmradio.org info@farmradio.org @farmradio 35. Prese David Mowbray Contact: dmowbray@farmradio.org nter: Why does other radio not work? Farm radio in Africa has Many farm broadcasts been largely top-downare not innovators want to In the vernacular discover and try things language of farm families and use themselves unfamiliar technical Early adopters want toterms hear from their peers in targeted to or tailored their social networkfor women farmers35 35Learn More www.farmradio.org info@farmradio.org @farmradio 36. Prese David Mowbray Contact: dmowbray@farmradio.org nter: Next steps We are now doing a follow-up survey to seeif adoption spread, if early adopterscontinued. We are looking to scale out our owninnovative methodology This is no longer an experiment36 36Learn More www.farmradio.org info@farmradio.org @farmradio 37. Prese David Mowbray Contact: dmowbray@farmradio.org nter: Contact me, Im friendly Thanks!37 37Learn More www.farmradio.org info@farmradio.org @farmradio