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

“Participatory Radio Campaign: How Radio partnership can increase adoption of Climate change adaptation practice” . Setting the Stage. Small-scale farmers provide approximately 70% of the food eaten in sub-Saharan Africa

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

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

  2. 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.

  3. 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

  4. 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

  5. A Tested and Proven Methodology • 49 PRCs broadcasted to date • 15 of them carefully evaluated in 2010 to find out whether: • Farmers listened to them (how frequently) • They resulted in increased knowledge • They resulted in adoption of improve practices by farmers • The results were astounding…

  6. “ 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. ”

  7. 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.

  8. 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. 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.

  10. 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

  11. 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!)

  12. Knowledge Evidence

  13. Does Knowledge Lead to Practice?

  14. 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”.

  15. 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!

  16. Contact Farm Radio Field Offices Head Office

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