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Communication Strategy Implementation Update

VIRCA II PROJECT. Communication Strategy Implementation Update. Dr. Margaret Karembu – ISAAA Africenter m.karembu@isaaa.org (on behalf of the C ommunication team) VIRCA II Steering & Advisory Committee Meeting, 24 th – 25 th October 2012 St. Louis, MO. The Africa Team.

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Communication Strategy Implementation Update

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  1. VIRCA II PROJECT Communication Strategy Implementation Update Dr. Margaret Karembu – ISAAA Africenter m.karembu@isaaa.org (on behalf of the Communication team) VIRCA II Steering & Advisory Committee Meeting, 24th– 25th October 2012 St. Louis, MO

  2. The Africa Team

  3. Participatory Teamwork in Developing the Communication Strategy Dynamic, pro-active and focused on VIRCA product development phases

  4. Communication Team Organogram Dr. Mark Halsey Dr. Anton Bua Dr. Margaret Karembu Mr. Arthur Makara

  5. Africa Overview Biotech Crops planting 2011 Biotech commercial ( ) South Africa - Maize, cotton, soybean Egypt - Maize Burkina Faso - Cotton Biotech crops on trial RSA - Potatoes, Sugarcane, maize (WEMA); Burkina Faso - Cowpea Kenya – cotton, maize, SP, cassava Egypt – cotton, potato, wheat, cucumber, melon Uganda - banana, cotton, cassava, maize, rice Nigeria - cowpea, cassava Tanzania* – cassava (contained research)

  6. The Communication Strategy GOAL To support development and utilization of genetically enhanced virus resistant cassava varieties by small-scale farmers in East Africa

  7. 1 To analyze communication approaches and practices of specific biotech projects in order to draw lessons and experiences for message consistency ACTIVITIES Biotech communication experience sharing workshops in Kenya & Uganda Communication, technical and regulatory teams review and planning meetings

  8. 2 To identify and engage specific stakeholder groups and individual ‘champions’ for their support towards successful implementation of the project ACTIVITIES VIRCA sub-sector stakeholders workshops Engaging specific journalists in creating awareness about VIRCA Seminars for champions

  9. 3 To increase awareness and knowledge of the VIRCA project among various stakeholders and ensure realistic expectations of VIRCA progress and timelines ACTIVITIES Development of IEC materials, FAQs Annual national VIRCA public fora Field visit(s) for various stakeholders to trial sites

  10. 4 To build and strengthen the capacity of a critical mass of scientists and communicators to generate and disseminate evidence-based information and knowledge products on the project ACTIVITIES Capacity and partnerships-building on communications Communication, technical and regulatory teams review and planning meetings

  11. 5 To build confidence in the regulatory processes employed for eventual acceptance and utilization of VIRCA products ACTIVITY Regulatory, technical, communication teams and regulators interactions (cross-biotech projects’ efforts)

  12. Approach to Communication • Participatory, inclusive and gender responsive • Pro-active issue management • Strong internal communication mechanisms

  13. Snapshot of the Activity Plan

  14. Implementation Plan Matrix

  15. Implementation Plan Matrix..

  16. Implementation Plan Matrix..

  17. Activity 1: Biotech Projects Communication Collaboration Workshops • Have been held in Kenya and Uganda Kenya (14th September, 2012) Uganda. 6th September, 2012

  18. Lessons Learnt • The first forum of its kind (project-initiated) • Enthusiasm about developing common messages, tackling difficult issues, engaging politicians etc. • Possible activities for collaboration among the projects identified (Exhibitions, media/policy engagement, visits • Maximize impact by leveraging on existing communication initiatives (OFAB, BioAWARE, UBBC, SCIFODE, PBS, ISAAA)

  19. Common Communication Challenges (both Kenya & Uganda) • Widespread misinformation about modern agricultural biotechnology (Renewed activism-Seralini Study) • Unpredictable institutional and political environment for biotech e.g. Kenya elections-2013; Ug cabinet transfers • Lack of commercial products; VIRCA lead event?? • Stringent GM regulations e.g. labeling in Kenya; biosecurity issues; spill-over of strict liability debates • Lack of a Biosafety Law in Uganda

  20. The Communication Challenges.. • Skepticism about biotech products e.g. GM maize and increasing activism in political circles • Very few biotech champions from scientific community • Bureaucratic bottlenecks • Technical terminologies limits communication media

  21. What lies ahead..supporting VIRCA phases Trial site visits Hold seminars for VIRCA champions Regulators, technical and comm. teams interactions Annual VIRCA public forum Engaging selected journalists in creating awareness about VIRCA Development of IEC materials – VIRCA FAQ, PowerPoint, Brochures, Banners etc. Stakeholders workshops; message devpt Biotech projects experience sharing workshops

  22. THANK YOU

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