Learn More @farmradio.org Presenter : Contact: Mark [email protected] markjleclair Presentation: Farm Radio International

Learn More www.farmradio.org [email protected]

Presenter:

Contact:Mark Leclair [email protected]

n:Farm Radio International

@farmradio

“Participatory Radio Campaign: How Radio partnership can increase adoption of Climate change adaptation practice”


Presenter:



@farmradio

Setting the Stage

• Small-scale farmers provide approximately 70% of the food eaten in sub-Saharan Africa

• Yet despite being the prime food producers, small-scale farmers are more likely than any other segment of the population to be impoverished and to suffer the effects of hunger and malnutrition.

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@farmradio

Participatory Radio Campaigns (PRCs)

• Farmer-centered, farmer-approved• Bring together: radio stations, farmers,

farmer organizations, agricultural extension / advisory services and researchers

• 4-6 month radio campaign• Variety of formats• New ICT is integrated with radio

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@farmradio

How Are PRCs Different?

• Not top-down• Farmers intimately involved from

beginning to end• Allow farmers to make an informed

decision on improved practice• Designed to have a measurable impact• Include integrated training of

broadcasters to create the programs themselves

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@farmradio

A Tested and Proven Methodology

• 49 PRCs broadcasted to date• 15 of them carefully evaluated in 2010

to find out whether:a. Farmers listened to them (how

frequently)b. They resulted in increased knowledgec. They resulted in adoption of improve

practices by farmers

• The results were astounding…5


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@farmradio

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@farmradio

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“ ”A typical radio station reaches anywhere from hundreds of thousands to millions of farmers. The cost of a PRC is pennies per farmer reached and less than a dollar per adopter. No other strategy compares.


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@farmradio

The Methodology

• A PRC is a planned, radio-based activity, conducted over a specific period of time (usually four-six months), in which a broad population of farmers is encouraged to make an informed decision about the adoption of a specific agricultural improvement that has been selected by their peers, is supported by the best available evidence, and is intended to improve their livelihoods.

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@farmradio

The Methodology

• Is produced by trained and experienced radio station staff as a special service of the station to the community.

• Assures the participation of farmers and broadcasters in all stages of the campaign.

• Features the voices of farmers.• Gathers continuous feedback from

listeners. 9


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@farmradio

The Methodology

• Engages and entertains listeners using a variety of effective radio formats.

• Involves close collaboration among broadcasters, farmers and their organizations, agricultural extension officers, researchers, NGOs working in the area, and others.

• Uses a “core story” to provide a common thread through the campaign, keeping it focused and engaging.

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@farmradio

PRCs and Value Chains

• PRCs can play a very effective role in supporting a value chain approach to agricultural development.

• Example Value Chain PRC Structure– Campaign 1: Productivity Enhancement– Campaign 2: Reducing Post-Harvest Losses– Campaign 3: Adding Value

• Interactive Marketing Information Services would accompany PRCs– Essential price info– Connect sellers and buyers

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@farmradio

An Unrivalled Scale-Up Strategy

• Too often agricultural innovations are hidden in a small development project or on a researchers’ shelf.

• PRCs can offer a cost-effective alternative to traditional extension scale-up strategies. (Traditional extension systems cost anywhere from

$4 to $360 per farmer reached!)

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@farmradio

Knowledge Evidence

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@farmradio

Does Knowledge Lead to Practice?

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@farmradio

Planning, Implementing and Evaluating PRCs

• Selecting partner radio stations– carefully choose stations that are willing

and able to participate actively in all aspects of campaign design, implementation and assessment.

– This also involves building their capacity for PRCs on the selected agricultural “innovation”.

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@farmradio

Working with partners to serve small-scale farmers with

communication strategies that work.

• Working with partner agricultural development organizations, we develop and implement PRCs and other radio-based communication strategies.

• We have also applied the PRC methodology to health-related radio campaigns.

• If you want affordable, effective and appropriate scale-up, we want to work with you!

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@farmradio

Contact Farm Radio

Arusha, Tanzania

(Africa HQ)

141C Radio Road,

Njiro Hill, P.O. Box 16604,

Arusha, Tanzania

Tel/Fax: +255 732 978 997

[email protected]

Bamako, Mali

(French W. Africa)

Niamakoro Cité UNICEF

Rue 270, Porte 172

Bamako, Mali, BPE 84

Tel: +223 202 095 17

[email protected]

Accra, Ghana

(English W. Africa)

c/o WUSC-Ghana

PO Box AH 1265

Achimota-Accra, Ghana

Tel: +233.302.511.029

Fax: +233.302.518.77

[email protected]

Addis Ababa, Ethiopia

P.O. Box 19084

Addis Ababa,

Ethiopia

Tel: +251 911 642 430

[email protected]

Kampala, Uganda

P.O. Box 4014,

Plot 242, Block 250, Estella Apartments,

Bunga Hill Road

Kampala, Uganda

Tel: +256 312 265 541

[email protected]

Lilongwe, Malawi

Farm Radio International is a

strategic partner with Farm Radio

Malawi

[email protected]

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Field Offices

Head Office

Ottawa, Ontario, Canada

1404 Scott Street,

Ottawa, Ontario,

Canada, K1Y 4M8

Tel: 613 761 3650

Fax: 613 798 0990

[email protected]

Documents

Learn More @farmradio.org Presenter : Contact: Mark [email protected] markjleclair Presentation: Farm Radio International