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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


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

  1. 1. 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
  2. 2. Kenya’s population (2009 census)
  3. 3. 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
  4. 4. 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
  5. 5. “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
  6. 6. “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
  7. 7. 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
  8. 8. AWARENESS ENDORSEMENT INTENTION INTERMEDIATEACTION MAINTAININGBESTPRACTICE SHUJAAZFM: CELEBRATE NEW CONCEPTS SHUJAAZFM: ILLUSTRATE MERITS OF ACTION SHUJAAZFM: ENGAGE WITH INNOVATORS SHUJAAZFM: ENCOURAGE CONNECT & ENABLE
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. y s! wazi!

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