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By Nitasha Nair. 11th March, Smart ICT Conference, Wageningen, Netherlands A presentation which considers the communication challenges thrown up by the Smart ICT project and suggests possible methods to plug the information gap through multiple communication channels targeted at three levels – local, national and international level.
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www.iwmi.org
A water-secure world
Nitasha Nair11th MarchSmart ICT Conference Wageningen, Netherlands
Exploring Communications and Uptake Channels
www.iwmi.org
A water-secure world
Structure of Presentation
• Why Smart ICT for Africa • Whom do we communicate with
– Smart ICT for different stakeholders• What is to be Communicated ? • Communication Challenges• Communication Strategy • Where do we start ?
www.iwmi.org
A water-secure world
Why Smart ICT for Africa ?
• Increasing Mobile and Internet usage in Africa
• Agriculture employs 65 percent of Africa’s labor force
• Ideal solution for Scattered fields, unpredictable weather and poor access to market
• Irrigated agriculture very low. Water infrastructure is precious and needs to be used efficiently
www.iwmi.org
A water-secure world
Communication Objective
To aid the adoption of Smart ICT services
www.iwmi.org
A water-secure world
Whom do we communicate with ?
Smart ICT Stakeholders
Local levelFarmers, Extension Agents, Trainers, local influencers like village heads
National or Country LevelGovt Officials (Irrigation, agri, meteorological
dept), Partners, Media, Pvt Orgs
International LevelDonors, Partners, Media, Pvt Orgs
www.iwmi.org
A water-secure world
What is to be Communicated ?
How Smart ICT benefits each of the Stakeholder
Farm
ers:
* About Smart ICT and how to use it
* Spatial information on water and plant requirement
* Information on water consumption, biomass production, water use efficiency in their blocks;
* Receive advice on water scheduling;
Irrig
ation
boa
rds
* Identify water needs to improve reservoir management and irrigation water distribution
* Information on water use efficiency to determine optimal crop water consumption
Exte
nsio
n O
ffice
rs
* Advice Farmers on - Irrigation water management
* Fertilizer management via Information on nitrogen status
* Farming techniques via Info on leaf area index and biomass production
Gov
t Aut
horiti
es
* Identify areas where water use efficiency can be improved
* Improve water quality of streams by reducing over-irrigation
* Identify water needs to improve spate irrigation management
www.iwmi.org
A water-secure world
Part
ners
* Future Roadmap – scaling up potential * Current Issues and solutions
* Project updatesPv
t Org
nisa
tions
* Project concept - Idea, Impact
* Large scale Macro perspective
* What is required through partnerships
* Avenues of investment
Med
ia
* Project status
* Stories of change
* Impacts and Macro perspective
What is to be Communicated ?
www.iwmi.org
A water-secure world
Current Communication Tools
• Mobile – Local languages used like Arabic, Amharic
• Website – Local languages used like Arabic, Amharic
• Capacity Building and Training • High level Workshops and Conferences
www.iwmi.org
A water-secure world
Communication Challenges • Illiteracy
– only 78% of sample farmers in Ethiopia understood message sent while rest relied on others to understand the message
• Linguistic diversity – Arabic, Amharic, Beja to name a few
• Lack of knowledge about Smart ICT and its potential
• Unfamiliarity and discomfort using technology such as internet
• Gap in understanding message and consequent action to take
• No immediate resolution of doubts and queries
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Communication Strategy
List of options and channels
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Local Level
• Farmers,• Extension Agents,
• Trainers, • local influencers
such as village heads, teachers
www.iwmi.org
A water-secure world
Strengthening Communication – Local
• Mass Media – Radio or TV series
• Participatory Videos – Involving local farmers who share their experiences. Researchers, extension agents who could be roped in to create a series of educational episodes (eg- Digital Green in India)
• Highlight success stories
• Continued training and capacity building – Video Training material which don’t rely on the skill of the trainer
• Anytime reference material – Easy to use and understand guides with basic set of instructions in local languages and pictorial
representation
• Telephone Helpline – To provide assistance as and when required. Good for general queries but might not be effective for
specific queries
• Teaching Manual for extension agents and trainers – Probably in video format
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National/Country Level
Govt Officials, Partners, Pvt Organisations
www.iwmi.org
A water-secure world
Strengthening Communication– National
• A Short 5 min video film– Brief idea of project along with Success stories, potential impact and Benefits – Very effective for introducing and summarizing Smart ICT project in conferences, meetings
• Online Website - Hosting and managing fieldlook website and knowledge locally
• Policy Briefs– Easy to read, concise brief of the concept specifically aimed at policy makers
• Workshops – Platform to bring together farmers, extension agents, policy makers– High on impact
• Partnering with Similar forums promoting ICT – ICTforAg, ICT4D
• Media Stories – Human Interest stories and Success stories
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International Level
Donors, Partners, Pvt Organisations, Media
www.iwmi.org
A water-secure world
Strengthening Communication– International
Aim - Generate interest and increase visibility
• Online Channels– To share stories and different perspectives– Social media platforms such as blogs, twitter, facebook,
youtube, linkedin
• Media – Success Stories and Human Interest stories– Infographics
• Regular project updates – newsletter ?
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Where Do We Start ?
www.iwmi.org
A water-secure world
• Identify Country-Wise most effective communication channel and product
• Strengthen Information chain country-wise
• Collect Relevant Information– Documentation – At least 10 Success stories– Photographs, Video, Audio Bites – Online repository systems like Dropbox ?
www.iwmi.org
A water-secure world
And by getting the word out ..
CGIAR WLE Twitter stream WLE Blog
www.iwmi.org
A water-secure world
Presentations on Slideshare
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Suggestions ?
Nitasha Nair ([email protected])
