1 / 17

“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

cirila
Télécharger la présentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related