The role of participatory radio campaigns in supporting rural advisory services.

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The role of participatory radio campaigns in supporting rural advisory services.

  1. 1. BREATHING NEW LIFE INTO OLD RADIO FARM RADIO INTERNATIONAL'S EXPERIENCE WITH PARTICIPATORY RADIO CAMPAIGNS AND WHAT THAT MEANS FOR EXTENSION SERVICES DOUG WARD Farm Radio International / Radios Rurales Internationales
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  3. 4. Click the speaker to listen to farm radio
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  9. 10. Radio Scripts
  10. 11. Farm Radio Weekly
  11. 12. Training Photo: David Mowbray
  12. 13. Barza – Online Community
  13. 14. Farm Radio’s reach <ul><li>393 radio partners </li></ul><ul><li>39 countries in sub-Saharan Africa </li></ul><ul><li>2,400 Farm Radio Weekly subscribers </li></ul>
  14. 15. AFRRI - The African Farm Radio Research Initiative
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  20. 21. AFRRI at a glance <ul><li>5 countries </li></ul><ul><ul><li>Mali, Ghana, Uganda, Tanzania, Malawi </li></ul></ul><ul><li>25 radio stations (5 per country) </li></ul><ul><li>4 communities each </li></ul><ul><li>40 HH interviews </li></ul><ul><li>Total: 4,000 farmer surveys </li></ul>
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  22. 23. <ul><li>Active Listening Community (ALC) </li></ul><ul><li>Passive Listening Community (PLC) </li></ul><ul><li>Control Community (CC) </li></ul>Types of communities
  23. 24. Results
  24. 25. Results
  25. 26. Results
  26. 27. Results
  27. 28. Results
  28. 29. Results
  29. 30. Extension is important
  30. 31. “ ” An estimated 160 million extension hours were provided to farmers through these 15 PRCs at an average cost of $0.05 per extension hour!
  31. 32. “ ” In terms of cost effectiveness, the average per-adopter price of this methodology ranges from $0.30 to $3.00, with an average cost of about $1 per adopter.
  32. 33. Why does it work? <ul><li>Uses radio and associated ICTs </li></ul>Photo: David Mowbray
  33. 34. Why does it work? <ul><li>Starts with farmers </li></ul>
  34. 35. Why does it work? <ul><li>Features farmers on air - respectfully </li></ul>
  35. 36. Why does it work? <ul><li>Uses dramatic progression </li></ul>
  36. 37. Why does it work? <ul><li>Encourages a public decision to adopt (yes or no) </li></ul>
  37. 38. Why does it work? <ul><li>Features farmers explaining implementation </li></ul>
  38. 39. Why does it work? <ul><li>Celebrates success </li></ul>
  39. 40. Lessons Learned <ul><li>Bring farmer into the development discussion </li></ul><ul><li>Serve whole needs of farmer </li></ul><ul><li>Serve women farmers </li></ul><ul><li>Farmers need regular radio as well as PRCs </li></ul><ul><li>Development activities need SMART outcomes </li></ul><ul><li>Knock heads together </li></ul><ul><li>Find the will! </li></ul>
  40. 41. Contact Farm Radio Field Offices Head Office Arusha, Tanzania (Africa HQ) 141C Radio Road, Njiro Hill, P.O. Box 16604, Arusha, Tanzania Tel/Fax: +255 732 978 997 [email_address] Bamako, Mali (French W. Africa) Niamakoro Cité UNICEF Rue 270, Porte 172 Bamako, Mali, BPE 84 Tel: +223 202 095 17 [email_address] Accra, Ghana (English W. Africa) c/o WUSC-Ghana PO Box AH 1265 Achimota-Accra, Ghana Tel: +233.302.511.029 Fax: +233.302.518.77 [email_address] Addis Ababa, Ethiopia P.O. Box 19084 Addis Ababa, Ethiopia Tel: +251 911 642 430 [email_address] Kampala, Uganda P.O. Box 4014, Plot 242, Block 250, Estella Apartments, Bunga Hill Road Kampala, Uganda Tel: +256 312 265 541 [email_address] Lilongwe, Malawi Farm Radio International is a strategic partner with Farm Radio Malawi [email_address] Ottawa, Ontario, Canada 1404 Scott Street, Ottawa, Ontario, Canada, K1Y 4M8 Tel: 613 761 3650 Fax: 613 798 0990 [email_address]

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