Seeding new ideas in agriculture: Nudging the knowledge and behavior of Kenyan youth at scale
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Seeding new ideas in agriculture: Nudging the knowledge and behavior of Kenyan youth at scale

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Presented by Rob Burnett at an ILRI Livestock Live Talk, Nairobi, 25 April 2013

Presented by Rob Burnett at an ILRI Livestock Live Talk, Nairobi, 25 April 2013


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  • UNOFFICIAL LOGO!IN 2009 51% UNDER 1864% UNDER 25I’M SURE YOU’VE ALL SEEN THIS BEFORE BUT I THINK IT’S REALLY IMPORTANT TO KEEP IN MIND WHEN THINKING ABOUT WHO WE REALLY NEED TO TALK TO ABOUT KEY ISSUES OF GOVERNANCE....
  • These are the real young people of modern Kenya – we’re showing the world as it is
  • LEARNING 1: MEET THE AUDIENCE ON THE MEDIA WHERE THEY ALREADY AREWilliam gibson - cyberspace
  • So what are the topics for all this conversation?1st question – what do they want to know about? RESEARCHThen you can filter in all manner of conversations – but always built around what the audience is interested in And that means when we needed to make a story about new variety maize seeds we began with soccer and romanceThe money
  • IN THIS STORY WE ASK THE YOUTH TO MAKE A DECISION BETWEEN INACTION AND ACTION – WHAT MIGHT HAPPEN IF YOU CHOOSE TO BE PASSIVE AND NOT REPORT EARLY WARNING SIGNS OF CONFLICT VERSUS TAKING RESPONSIBILITY & REPORTING THEM VIA THE USAID SUPPORTED SMS PLATFORM 3002
  • IN THIS STORY WE ASK THE YOUTH TO MAKE A DECISION BETWEEN INACTION AND ACTION – WHAT MIGHT HAPPEN IF YOU CHOOSE TO BE PASSIVE AND NOT REPORT EARLY WARNING SIGNS OF CONFLICT VERSUS TAKING RESPONSIBILITY & REPORTING THEM VIA THE USAID SUPPORTED SMS PLATFORM 3002
  • Peter Kanga
  • Peter Kanga
  • Peter Kanga
  • Mwikali Simon, a 32 year old lady residing in Kitui, has been living without an ID Card. She had been to the Chief’s office twice without success. The first time, she went with her birth certificate and other relevant papers. On arriving at attending officer’s office, the man threw her papers back at her and told her to get a photocopy. This outright rudeness enraged Mwikali and she went back home. Going there the second time proved fruitless. She found the same rude officer, who told her to go back home. He stated that she had stayed away for so long and therefore she won’t need an ID card. Mwikali gave up hope. In her mind, she convinced herself she would go back later. However, when she secured a job without needing an ID, her need for the ID card diminished and she soon forgot about it. Mwikali was introduced to Shujaaz.fm by her 25 year old friend earlier on this year. The friend, an avid Shujaaz reader, had been employing the ideas in the comic like growing kales in a sack and selling dry fish and her businesses were flourishing. Mwikali decided to give the ‘Shujaaz formulae’ a try published in chapter 29, sponsored by the USAID on how to obtain the national ID card. “When I read the Shujaaz story, I got the courage to go apply for my ID card one last time. So I went to Facebook and sent DJ B a message asking for more information. DJB was quick with the info. So after like four or five days after writing to DJ B, I remember ilikuwa (it was) 31st July when I took my birth certificate nanikaendakwa chief (and went to Chief’s office).” She found out the rude officer had been replaced by another man. She explained why she hadn’t applied for an ID before and the new official helped her out. Mwikali walked out of that office with her waiting card and a promise that her ID card would be ready in two months.

Seeding new ideas in agriculture: Nudging the knowledge and behavior of Kenyan youth at scale Seeding new ideas in agriculture: Nudging the knowledge and behavior of Kenyan youth at scale Presentation Transcript

  • Seeding new ideas in agriculture :nudging the knowledge and behavior of Kenyan youth at scale Presented by Rob Burnett at the ILRI livestock live talk, Nairobi, 25 April 2013 www.welltoldstory.co.ke
  • Kenya’s population (2009 census)
  • 26FM stations daily 3.2+ million listeners everywhere 200+ million reads in three years 1,000,000+ engagements since 2011 Tens of thousands of SMS messages
  • Making money Starting a small business Writing a business plan Accessing finance Football, sports New crop varieties Changing weather Livestock vaccines Priming seeds Peace Talking to authority Better safer schools School councils Selecting good seeds Demanding accountability Getting heard by local Govt Elections Impunity Good water supplies Slum farming Organising for citizen agency Hospital stock-outsBudgeting Saving money ID cards Acting against hate speechBanking Entrepreneurism Getting better services Romance Comedy Action Opportunity Keeping livestock Sex Planning
  • “Hey m frm msa n m 1 guy wu had lost hope in votin but den cme dis magazine shujaz chapta 33 a conversation betwn dj b n filo n I av juz ryalzd kumbe hop z stil alive” A. D. Mombasa Nov 5
  • “Thanks to Shujaaz, I have been empowered and I am proud of it. Other youths should know that those small projects you are promoting, with slight adjustments, yield amazing results. Thank you DJ B for enlightening me.” P. A. Nakuru
  • DJ B, thanks to Shujaaz, I’ve planted bananas and sweet potatoes and they are doing very well. Tyson G. Eeeh DJ Boyie, thanks for opening my eyes. This is some good information. I didn’t know this. Big up yourself Juliet M. Hey mzito! Am trying ma best to use your farming methods. I’m currently in shagz. Daviex D. De farming idea, de one frm Malkia, Eric and Shosh, it will be good if you can repeat that idea in the nxt chapta ya Shujaaz Dorothy B. DJ Boyie, Ch 34 gave me a lot of mafunzo abt the new method of planting my maize. Thanx a lot. Sammy J. Kisii
  • AWARENESS ENDORSEMENT INTENTION INTERMEDIATEACTION MAINTAININGBESTPRACTICE SHUJAAZFM: CELEBRATE NEW CONCEPTS SHUJAAZFM: ILLUSTRATE MERITS OF ACTION SHUJAAZFM: ENGAGE WITH INNOVATORS SHUJAAZFM: ENCOURAGE CONNECT & ENABLE
  • PERSUADABLES INNOVATORS THE OVERALL AUDIENCE moves through Awareness, Endorsement to Intention over time AWARENESS ENDORSEMENT INTENTION INTERMEDIATEACTION MAINTAININGBESTPRACTICE SHUJAAZFM: CELEBRATE NEW CONCEPTS SHUJAAZFM: ILLUSTRATE MERITS OF ACTION SHUJAAZFM: ENGAGE WITH INNOVATORS SHUJAAZFM: ENCOURAGE CONNECT & ENABLE
  • EMPOWERMENT ACTIONAWARENESS NEW MINDSET NEW NORMS ACTION = Awareness + Endorsement = Mindset + Access to Opportunities AWARENESS ENDORSEMENT INTENTION INTERMEDIATEACTION MAINTAININGBESTPRACTICE SHUJAAZFM: CELEBRATE NEW CONCEPTS SHUJAAZFM: ILLUSTRATE MERITS OF ACTION SHUJAAZFM: ENGAGE WITH INNOVATORS SHUJAAZFM: ENCOURAGE CONNECT & ENABLE Large scale mass media create a giant shared conversation Interactive technologies connect empowered individuals to opportunities
  • National Youth profile Longitudinal panel Cross-sectional surveys (monitoring Facebook, SMS etc) ethnographic approach via informants. Targeted field visits to triangulate informant info & as follow-on of cross- sectional surveys to measure change, if any Randomised control trials long term via longitudinal studies follow-up on baseline level of awareness, engagement & influence year after year AWARENESS ENDORSEMENT INTENTION INTERMEDIATEACTION MAINTAININGBESTPRACTICE SHUJAAZFM: CELEBRATE NEW CONCEPTS SHUJAAZFM: ILLUSTRATE MERITS OF ACTION SHUJAAZFM: ENGAGE WITH INNOVATORS SHUJAAZFM: ENCOURAGE CONNECT & ENABLE
  • National Youth profile Longitudinal panel Cross-sectional surveys (monitoring Facebook, SMS etc) Ethnographic approach via informants Targeted field visits to triangulate informant info & as follow-on of cross- sectional surveys to measure change, if any Randomised control trial long term via longitudinal studies and mid-term and end-line follow-up on baseline In depth case studies AUDIENCE To best assist young people How to guide rather than tell To help them be enquirers WELL TOLD STORY Strategic/ organisational Operational PRACTITIONERS Partners’ operations Govt operatives and intermediaries Other CSOs NGOs iNGOs Private sector POLICY MAKERS National Govt International development agencies International academics
  • NEW MINDSET NEW NORMS ACTION AWARENESS ENDORSEMENT INTENTION INTERMEDIATEACTION MAINTAININGBESTPRACTICE CELEBRATE NEW CONCEPTS ILLUSTRATE MERITS OF ACTION ENGAGE WITH INNOVATOR S ENCOURAG E CONNECT & ENABLE
  • NEW MINDSET NEW NORMS ACTION participation responsibility planning readiness to grow/ change openness to innovation response rates uptake of services sales policy change new behaviour media government social policy commercial forces economy gender intergenerational exchanges governance education market access
  • y s! wazi!