The CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS) East Africa office did a pilot project with a local radio station in Eastern Kenya — Mbaitu FM. The 30 minute radio show was called “Wasya wa Muimi” and gave support and information to local farmers that listened to the program. Presentation by David Mowbray, for the EA Regional Office.
The document provides guidance on writing effective radio scripts, including formatting, structuring different types of scripts, technical considerations, and best practices. It outlines the key elements of a radio script, such as formatting, structuring stories, using clear and concise language, and ensuring scripts are well-organized, easy to understand, and timed appropriately. The document also provides examples of different script elements and a sample 5-minute radio script.
The Accelerating Impact of CGIAR Climate Research for Africa (AICCRA) project works to deliver a climate-smart African future driven by science and innovation in agriculture.
AICCRA does this by enhancing access to climate information services and climate-smart agricultural technology to millions of smallholder farmers in Africa.
With better access to climate technology and advisory services—linked to information about effective response measures—farmers can better anticipate climate-related events and take preventative action that help communities better safeguard their livelihoods and the environment.
AICCRA is supported by a grant from the International Development Association (IDA) of the World Bank, which is used to enhance research and capacity-building activities by the CGIAR centers and initiatives as well as their partners in Africa.
About IDA: IDA helps the world’s poorest countries by providing grants and low to zero-interest loans for projects and programmes that boost economic growth, reduce poverty, and improve poor people’s lives.
IDA is one of the largest sources of assistance for the world’s 76 poorest countries, 39 of which are in Africa.
Annual IDA commitments have averaged about $21 billion over circa 2017-2020, with approximately 61 percent going to Africa.
This presentation was given on 27 October 2021 by Mengpin Ge, Global Climate Program Associate at WRI, during the webinar "Achieving NDC Ambition in Agriculture" organized by CCAFS, FAO and WRI.
Find the recording and more information here: https://bit.ly/AchievingNDCs
This presentation was given on 27 October 2021 by Sabrina Rose, Policy Consultant at CCAFS, during the webinar "Achieving NDC Ambition in Agriculture" organized by CCAFS, FAO and WRI.
Find the recording and more information here: https://bit.ly/AchievingNDCs
This presentation was given on 27 October 2021 by Krystal Crumpler, Climate Change and Agricultural Specialist at FAO, during the webinar "Achieving NDC Ambition in Agriculture" organized by CCAFS, FAO and WRI.
Find the recording and more information here: https://bit.ly/AchievingNDCs
This presentation was meant to be included in the 2021 CLIFF-GRADS Welcome Webinar and presented by Ciniro Costa Jr. (CCAFS).
The webinar recording can be found here: https://youtu.be/UoX6aoC4fhQ
The multilevel CSA monitoring set of standard core uptake and outcome indicators + expanded indicators linked to a rapid and reliable ICT based data collection instrument to systematically
assess and monitor:
- CSA Adoption/ Access to CIS
- CSA effects on food security and livelihoods household level)
- CSA effects on farm performance
The document provides guidance on writing effective radio scripts, including formatting, structuring different types of scripts, technical considerations, and best practices. It outlines the key elements of a radio script, such as formatting, structuring stories, using clear and concise language, and ensuring scripts are well-organized, easy to understand, and timed appropriately. The document also provides examples of different script elements and a sample 5-minute radio script.
The Accelerating Impact of CGIAR Climate Research for Africa (AICCRA) project works to deliver a climate-smart African future driven by science and innovation in agriculture.
AICCRA does this by enhancing access to climate information services and climate-smart agricultural technology to millions of smallholder farmers in Africa.
With better access to climate technology and advisory services—linked to information about effective response measures—farmers can better anticipate climate-related events and take preventative action that help communities better safeguard their livelihoods and the environment.
AICCRA is supported by a grant from the International Development Association (IDA) of the World Bank, which is used to enhance research and capacity-building activities by the CGIAR centers and initiatives as well as their partners in Africa.
About IDA: IDA helps the world’s poorest countries by providing grants and low to zero-interest loans for projects and programmes that boost economic growth, reduce poverty, and improve poor people’s lives.
IDA is one of the largest sources of assistance for the world’s 76 poorest countries, 39 of which are in Africa.
Annual IDA commitments have averaged about $21 billion over circa 2017-2020, with approximately 61 percent going to Africa.
This presentation was given on 27 October 2021 by Mengpin Ge, Global Climate Program Associate at WRI, during the webinar "Achieving NDC Ambition in Agriculture" organized by CCAFS, FAO and WRI.
Find the recording and more information here: https://bit.ly/AchievingNDCs
This presentation was given on 27 October 2021 by Sabrina Rose, Policy Consultant at CCAFS, during the webinar "Achieving NDC Ambition in Agriculture" organized by CCAFS, FAO and WRI.
Find the recording and more information here: https://bit.ly/AchievingNDCs
This presentation was given on 27 October 2021 by Krystal Crumpler, Climate Change and Agricultural Specialist at FAO, during the webinar "Achieving NDC Ambition in Agriculture" organized by CCAFS, FAO and WRI.
Find the recording and more information here: https://bit.ly/AchievingNDCs
This presentation was meant to be included in the 2021 CLIFF-GRADS Welcome Webinar and presented by Ciniro Costa Jr. (CCAFS).
The webinar recording can be found here: https://youtu.be/UoX6aoC4fhQ
The multilevel CSA monitoring set of standard core uptake and outcome indicators + expanded indicators linked to a rapid and reliable ICT based data collection instrument to systematically
assess and monitor:
- CSA Adoption/ Access to CIS
- CSA effects on food security and livelihoods household level)
- CSA effects on farm performance
The document discusses plant-based proteins as a potential substitute for animal-based proteins. It notes that plant-based proteins are growing in popularity due to environmental and ethical concerns with animal agriculture. However, plant-based meats also present some health and nutritional challenges compared to animal proteins. The document analyzes opportunities and impacts related to plant-based proteins across Asia, including leveraging the region's soy and pea production and tailoring products to Asian diets and cultural preferences.
Presented by Ciniro Costa Jr., CCAFS, on 28 June 2021 at the Asian Development Bank (ADB) Webinar on Sustainable Protein Case Study: Outputs and Synthesis of Results.
Presented by Marion de Vries, Wageningen Livestock Research at Wageningen University, on 28 June 2021 at the Asian Development Bank (ADB) Webinar on Sustainable Protein Case Study: Outputs and Synthesis of Results.
This document assesses the environmental sustainability of plant-based meats and pork in China. It finds that doubling food production while reducing agricultural greenhouse gas emissions by 73% by 2050 will be a major challenge. It compares the life cycle impacts of plant-based meats made from soy, pea, and wheat proteins and oils, as well as pork and beef. The results show that the crop type and source country of the core protein ingredient drives the environmental performance of plant-based meats. The document provides sustainability guidelines for sourcing ingredients from regions with low deforestation risk and irrigation needs, using renewable energy in production, and avoiding coal power.
This document summarizes a case study on the dairy value chain in China. It finds that milk production and consumption have significantly increased in China from 1978 to 2018. Large-scale dairy farms now dominate production. The study evaluates greenhouse gas emissions from different stages and finds feed production is a major contributor. It models options to reduce the carbon footprint, finding improving feed practices and yield have high potential. Land use is also assessed, with soybean meal requiring significant land. Recommendations include changing feeds to lower land and carbon impacts.
This document summarizes information on the impacts of livestock production globally and in Asia. It finds that livestock occupies one third of global cropland and one quarter of ice-free land for pastures. Asia accounts for 32% of global enteric greenhouse gas emissions from livestock, with most emissions coming from India, China, Pakistan, and Bangladesh. Rapid growth of livestock production in Asia is contributing to water and air pollution through nutrient runoff and emissions. The document discusses opportunities for public and private investment in more sustainable and climate-friendly livestock systems through technologies, monitoring, plant-based alternatives, and policies to guide intensification.
Presentation by Han Soethoudt, Jan Broeze, and Heike Axmann of Wageningen University & Resaearch (WUR).
WUR and Olam Rice Nigeria conducted a controlled experiment in Nigeria in which mechanized rice harvesting and threshing were introduced on smallholder farms. The result of the study shows that mechanization considerably reduces losses, has a positive impact on farmers’ income, and the climate.
Learn more: https://www.wur.nl/en/news-wur/show-day/Mechanization-helps-Nigerian-farms-reduce-food-loss-and-increase-income.htm
Presentation on the rapid evidence review findings and key take away messages.
Current evidence for biodiversity and agriculture to achieve and bridging gaps in research and investment to reach multiple global goals.
The document evaluates how climate services provided to farmers in Rwanda through programs like Participatory Integrated Climate Services for Agriculture (PICSA) and Radio Listeners’ Clubs (RLC) have impacted women and men differently, finding that the programs have increased women's climate knowledge and participation in agricultural decision making, leading to perceived benefits like higher incomes, food security, and ability to cope with climate risks for both women and men farmers.
This document provides an introduction to climate-smart agriculture (CSA) in Busia County, Kenya. It defines CSA and its three objectives of sustainably increasing agricultural productivity and income, adapting and building resilience to climate change, and reducing and/or removing greenhouse gas emissions. It discusses CSA at the farm and landscape scales and provides examples of CSA practices and projects in Kenya. It also outlines Kenya's response to CSA through policies and programs. The document describes prioritizing CSA options through identifying the local context, available options, relevant outcomes, evaluating evidence on options' impacts, and choosing best-bet options based on the analysis.
1) The document outlines an action plan to scale research outputs from the EC LEDS project in Vietnam. It identifies key activities to update livestock feed databases and software, improve feeding management practices, develop policies around carbon tracking and subsidies, and raise awareness of stakeholders.
2) The plan's main goals are to strengthen national feed resources, update the PC Dairy software, build greenhouse gas inventory systems, and adopt standards to reduce emissions in agriculture and the livestock industry.
3) Key stakeholders involved in implementing the plan include the Department of Livestock Production, universities, and ministries focused on agriculture and the environment.
The USDA EC LEDS Project aimed to improve the impact of research on low-emission development strategies in Colombia, Kenya, and Vietnam over 9 months. The project objectives were to 1) increase policymakers' use of research outputs to inform decisions, 2) improve policymakers' access to knowledge on low-emission development, and 3) synthesize lessons on best linking research to policymakers. The implementation process included evaluating impact pathways, co-designing action plans, implementing actions, and conducting a synthesis. Key lessons focused on co-developing outputs and outcomes tailored to policy needs and strategies. Potential future areas of work included mobilizing finance for climate strategies and bundling research with mitigation options to engage more actors.
This presentation was given by Dr. Barbara Amon at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
This presentation was given by Stewart Ledgard at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
This presentation was given by Sha Wei at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
This presentation was given by Jelle Zijlstra and Theun Vellinga at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
The document discusses plant-based proteins as a potential substitute for animal-based proteins. It notes that plant-based proteins are growing in popularity due to environmental and ethical concerns with animal agriculture. However, plant-based meats also present some health and nutritional challenges compared to animal proteins. The document analyzes opportunities and impacts related to plant-based proteins across Asia, including leveraging the region's soy and pea production and tailoring products to Asian diets and cultural preferences.
Presented by Ciniro Costa Jr., CCAFS, on 28 June 2021 at the Asian Development Bank (ADB) Webinar on Sustainable Protein Case Study: Outputs and Synthesis of Results.
Presented by Marion de Vries, Wageningen Livestock Research at Wageningen University, on 28 June 2021 at the Asian Development Bank (ADB) Webinar on Sustainable Protein Case Study: Outputs and Synthesis of Results.
This document assesses the environmental sustainability of plant-based meats and pork in China. It finds that doubling food production while reducing agricultural greenhouse gas emissions by 73% by 2050 will be a major challenge. It compares the life cycle impacts of plant-based meats made from soy, pea, and wheat proteins and oils, as well as pork and beef. The results show that the crop type and source country of the core protein ingredient drives the environmental performance of plant-based meats. The document provides sustainability guidelines for sourcing ingredients from regions with low deforestation risk and irrigation needs, using renewable energy in production, and avoiding coal power.
This document summarizes a case study on the dairy value chain in China. It finds that milk production and consumption have significantly increased in China from 1978 to 2018. Large-scale dairy farms now dominate production. The study evaluates greenhouse gas emissions from different stages and finds feed production is a major contributor. It models options to reduce the carbon footprint, finding improving feed practices and yield have high potential. Land use is also assessed, with soybean meal requiring significant land. Recommendations include changing feeds to lower land and carbon impacts.
This document summarizes information on the impacts of livestock production globally and in Asia. It finds that livestock occupies one third of global cropland and one quarter of ice-free land for pastures. Asia accounts for 32% of global enteric greenhouse gas emissions from livestock, with most emissions coming from India, China, Pakistan, and Bangladesh. Rapid growth of livestock production in Asia is contributing to water and air pollution through nutrient runoff and emissions. The document discusses opportunities for public and private investment in more sustainable and climate-friendly livestock systems through technologies, monitoring, plant-based alternatives, and policies to guide intensification.
Presentation by Han Soethoudt, Jan Broeze, and Heike Axmann of Wageningen University & Resaearch (WUR).
WUR and Olam Rice Nigeria conducted a controlled experiment in Nigeria in which mechanized rice harvesting and threshing were introduced on smallholder farms. The result of the study shows that mechanization considerably reduces losses, has a positive impact on farmers’ income, and the climate.
Learn more: https://www.wur.nl/en/news-wur/show-day/Mechanization-helps-Nigerian-farms-reduce-food-loss-and-increase-income.htm
Presentation on the rapid evidence review findings and key take away messages.
Current evidence for biodiversity and agriculture to achieve and bridging gaps in research and investment to reach multiple global goals.
The document evaluates how climate services provided to farmers in Rwanda through programs like Participatory Integrated Climate Services for Agriculture (PICSA) and Radio Listeners’ Clubs (RLC) have impacted women and men differently, finding that the programs have increased women's climate knowledge and participation in agricultural decision making, leading to perceived benefits like higher incomes, food security, and ability to cope with climate risks for both women and men farmers.
This document provides an introduction to climate-smart agriculture (CSA) in Busia County, Kenya. It defines CSA and its three objectives of sustainably increasing agricultural productivity and income, adapting and building resilience to climate change, and reducing and/or removing greenhouse gas emissions. It discusses CSA at the farm and landscape scales and provides examples of CSA practices and projects in Kenya. It also outlines Kenya's response to CSA through policies and programs. The document describes prioritizing CSA options through identifying the local context, available options, relevant outcomes, evaluating evidence on options' impacts, and choosing best-bet options based on the analysis.
1) The document outlines an action plan to scale research outputs from the EC LEDS project in Vietnam. It identifies key activities to update livestock feed databases and software, improve feeding management practices, develop policies around carbon tracking and subsidies, and raise awareness of stakeholders.
2) The plan's main goals are to strengthen national feed resources, update the PC Dairy software, build greenhouse gas inventory systems, and adopt standards to reduce emissions in agriculture and the livestock industry.
3) Key stakeholders involved in implementing the plan include the Department of Livestock Production, universities, and ministries focused on agriculture and the environment.
The USDA EC LEDS Project aimed to improve the impact of research on low-emission development strategies in Colombia, Kenya, and Vietnam over 9 months. The project objectives were to 1) increase policymakers' use of research outputs to inform decisions, 2) improve policymakers' access to knowledge on low-emission development, and 3) synthesize lessons on best linking research to policymakers. The implementation process included evaluating impact pathways, co-designing action plans, implementing actions, and conducting a synthesis. Key lessons focused on co-developing outputs and outcomes tailored to policy needs and strategies. Potential future areas of work included mobilizing finance for climate strategies and bundling research with mitigation options to engage more actors.
This presentation was given by Dr. Barbara Amon at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
This presentation was given by Stewart Ledgard at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
This presentation was given by Sha Wei at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
This presentation was given by Jelle Zijlstra and Theun Vellinga at the kick-off meeting on "Piloting and scaling of low emission development options in large scale dairy farms in China" on September 28, 2020.
Walmart Business+ and Spark Good for Nonprofits.pdfTechSoup
"Learn about all the ways Walmart supports nonprofit organizations.
You will hear from Liz Willett, the Head of Nonprofits, and hear about what Walmart is doing to help nonprofits, including Walmart Business and Spark Good. Walmart Business+ is a new offer for nonprofits that offers discounts and also streamlines nonprofits order and expense tracking, saving time and money.
The webinar may also give some examples on how nonprofits can best leverage Walmart Business+.
The event will cover the following::
Walmart Business + (https://business.walmart.com/plus) is a new shopping experience for nonprofits, schools, and local business customers that connects an exclusive online shopping experience to stores. Benefits include free delivery and shipping, a 'Spend Analytics” feature, special discounts, deals and tax-exempt shopping.
Special TechSoup offer for a free 180 days membership, and up to $150 in discounts on eligible orders.
Spark Good (walmart.com/sparkgood) is a charitable platform that enables nonprofits to receive donations directly from customers and associates.
Answers about how you can do more with Walmart!"
The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
1. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
1
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2. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Sneak preview
Total trial adopters – families who tried on their farms what they
heard about on the radio
7,000,000
~1,000,000 small-
6,000,000
scale farm households
Total beneficiaries
5,000,000
~14,000 total
4,000,000
beneficiaries in
3,000,000
communities that
2,000,000 received active
> 6 million
1,000,000 intervention by
beneficiaries in
0 research
communities teams, extension
with radio only. and broadcasters
No other extra
2
intervention
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3. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Farm Radio for Impact
A powerful tool to foster the
adoption of agricultural technologies
that will transform lives in Africa
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nter:
• Do these names mean anything to
you?
– Everett Rogers
– Bryce Ryan
– Neal C. Gross
4
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5. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Source: Ryan and Gross, 1943
5
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nter:
6
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8. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
• The classic diffusion-adoption model
– An innovation
– Communications channel(s)
– Time
– Social system
8
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nter:
9
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nter:
“The farmer-to-farmer exchanges of their personal
experiences with hybrid seed were at the heart of
diffusion. When enough such positive experiences
were accumulated by innovators, and especially by
early adopters, and exchanged with other farmers
in the community the rate of adoption took off.
This threshold for hybrid corn occurred in 1935.
After that point, it would have been impossible to
halt its further diffusion.”
Everett Rogers, Diffusion of Innovations, 1962
10
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nter:
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12. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
So what’s radio got
to do with it?
• Radio is the number one source
of information for small-scale
farm families in Africa
• Nearly 80% have access to radio
• Farm radio broadcasts have
existed for a long time
• Most of them have failed to
inspire large scale change
12
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nter:
13
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14. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Could radio make a difference?
• Bill & Melinda Gates • There was no analysis of
Foundation asked Farm existing farm radio
Radio International that content, formats,
question modalities or audience
• --and funded us to find sizes
an answer • While Farm Radio
• There was only International had ~ 250
anecdotal information partner stations in
no good studies Africa we didn’t know
much about them
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nter:
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16. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Our experiment
The African Farm Radio Research Initiative
• Work done from 2007-2011
• 25 stations (5 / country)
• State, commercial, commun
ity, church
• 49 Participatory Radio
Campaigns
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17. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
The Participatory Radio
Campaign (PRC)
• Key elements of the campaigns
–The improvement was one farmers in
participating villages said they wanted
–The improvement was one that was
already tested and available
–Every week our stations broadcast a
radio program devoted to explaining
the improvement, its strengths and
weaknesses
17
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18. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
The Participatory Radio
Campaign (PRC)
• Key elements of the campaigns
–Broadcasts were scheduled at times
farmers said would be most
convenient
–Every program featured interviews &
other content from members of the
participating, “Active Communities”
–Every episode gave the audience an
opportunity to comment, be heard
18
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19. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
The Participatory Radio
Campaign (PRC)
• Key elements of the campaigns
–A core story, featuring a successful
farmer’s experience gave continuity
every week
–At about the 2/3rd mark listeners were
asked to make a decision about
whether or not to try the
improvement they’d heard about.
19
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20. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
The Participatory Radio
Campaign (PRC)
• Key elements of the campaigns
–For the remaining weeks the programs
gave ongoing advice and information
targeted to the farmers who had
decided to try the improvement or
innovation.
20
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21. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
The Participatory Radio
Campaign (PRC)
• Key elements of the campaigns
–After the staff took a basic radio
training workshop, production
responsibility was left completely to
the radio stations themselves.
–Content was supervised for each radio
station by a technical advisory
committee that included content
experts and other stakeholders
21
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22. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Experiment design
Broadcast area
Signal obstacle
Community
Participating community
Control community
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23. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Experiment design
The outcome
evaluation
survey
• Surveyed participating
communities (ALC)
• Surveyed non-
participating
communities (PLC)
• Surveyed control
communities
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24. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
PRCs – compelling results
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25. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
A grand scale
Total trial adopters – families who tried on their farms what they
heard about on the radio
~1,000,000
small-scale
Total beneficiaries
7,000,000
6,000,000 farm
5,000,000 households
4,000,000
3,000,000
2,000,000 Active, ongoin
1,000,000 g intervention
0 by
Heard radio only. researchers, e
No other extra xtension and
intervention. broadcasters.
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26. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
PRCs – facilitate adoption
Relationship between frequency of listening to PRC broadcasts and percentage of
respondents trying the new practice
60%
Percentage of respondents trying PRC practice
50% R² = 0.957
40%
30%
20%
10%
0%
Listened to 1-24% 25-49% 50% 51-74% 75-99% Listened to
None of the 100% of the
PRC PRC
Percentage of PRC episodes heard by respondents
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27. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Limitations
• Only did one PRC for • Radio station must be
one season, no popular and trusted in
continuation from year the first place
to year (nature of • Quality control of
experiment) content when in
• Based on other studies vernacular language is
need a longer period not easy
with repetition to get to • Could only measure
later adopters more trial adoption not full
quickly adoption
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28. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Limitations
• Some technologies • Because of limited
selected by farmers (but experience and
possibly driven by capacity, some of the
external interests) did initial 25 partner radio
not lend themselves stations did not
well to the PRC model implement the PRC
and approach model very well.
– E.g. establishing group • That is why results are
marketing clubs for based on just 15
some commodities
stations & campaigns
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29. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
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30. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Challenges during the experiment
led to our own innovations
• Partner radio stations were not equipped to
go to rural communities and interview
farmers. Professional recorders were in short
supply and very expensive ($400).
• Solution
– MP3 players with built-in
recording capability.
– Cost $50 each (today down to $35)
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31. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
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32. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Challenges during the experiment
led to our own innovations
• Partner radio stations were not equipped to
take listener feedback
• Solution
– Inexpensive SMS recording systems took messages
and text
– SMS alert systems sent messages to
subscribing farmers to remind them
of the upcoming show
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33. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
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34. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Why did the PRC approach work?
• Our radio programs • Our radio programs
were farmer-to-farmer reached virtually ALL
communication the communities,
• ‘early adopters’ and something extension
‘innovators’ learned services and NGOs
from other ‘innovators’ could never do
even if they didn’t know • The stations were
them already trusted by the
• Trust built; they spoke rural audience or else
the same language they wouldn’t listen
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35. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Why does other radio not work?
• Farm radio in Africa has • Many farm broadcasts
been largely top-down are not
• ‘innovators’ want to – In the vernacular
‘discover’ and try things language of farm
families and use
themselves
unfamiliar technical
• Early adopters want to terms
hear from their peers in – targeted to or tailored
their social network for women farmers
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36. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Next steps
• We are now doing a follow-up survey to see
if adoption spread, if early adopters
continued.
• We are looking to scale out our own
innovative methodology
This is no longer an experiment
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37. Prese David Mowbray Contact: dmowbray@farmradio.org
nter:
Contact me, I’m
friendly…
Thanks!
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Editor's Notes
What do we have that binds us? In all communications we look for shared experiences and common bonds. It is one of the most important ways we decide on the value or trust we place in another person. So here we go – In the room I see people I know and who know me and people who I know a bit about but who might not know me. Then there are people who have never heard of me (except maybe through the invitation and introduction). ... So before I start the formal talk, I want to expose a bit of me to you. It might color, I hope in a warm way, how you see me.
Identify social scientists /economists in group. Identify communicators in group. Identify others in group
Everett Rogers is the ‘father’ of modern innovation theory. In 1962 he published the first edition of his work Diffusion of InnovationsRyan and Gross did the first detailed innovation dissemination study (Published in 1942). They looked at how hybrid maize came to be adopted in Iowa in the US, starting from its first introduction in 1928. They looked at the role of the very good extension service and farmer to farmer communications to move the technology
Here is a graph from the original Ryan and Gross publication. It shows in the top curve the cumulative number of adopters over time and below the time differentiated number of adopters – that is new adopters per year. It took more than 10 years (based on interviews of farmers in two communities) for hybrid maize to be completely adopted.
One of the conclusions drawn by Ryan and Gross from their interviews was that the initial adopters in the first years were influenced by extension services but later it was almost entirely farmer to farmer communication from these early adopters to their neighbours that resulted in more acceptance of the new crops. Also they noted that most farmers actually ran their own trial plots before deciding to make the switch. During all of this time – more than 10 years – the extension services remained active.
Here I have plotted just the data, leaving out the ‘normal curve fit’. The data does not actually fit a symmetric bell curve shape very well. Nevertheless, that easier to describe distribution has been used to model dissemination data for a long time.
The work of Ryan and Gross led to modern diffusion theory. The classic model, elucidated by Rogers is this:The social system is important because it provides the channels by which the easiest communication paths are followed. For example in Uganda the church congregation plays a role in seed variety dissemination among families and in Ethiopia CIAT studies showed that kinship lines that moved innovation from village to village but within families was the preferred diffusion pathway. In the original hybrid maize study in the US, Ryan and Gross found that it was neighbour to neighbour, friend to friend. This diffusion takes time because there is often a long gap between first knowledge and adoption. In the Ryan and Gross study, more than half the farmers had heard about Hybrid maize by 1932 but less than 10% had adopted. (5 stages Knowlege->Persuasion->Decision->Implementation->Confirmation)This is not the only model (see Douthwaite, “Enabling Innovation”, 2001) but it is instructive and useful here as it seems to fit much of the kind of centralized innovation work in cropping systems being done by CG centers – albeit now with much more direct farmer participation
The distribution does not have to be “normal” but the curve is useful – though the designation of the last adopters as “laggards” by Rogers is quite pejorative.
Writing about the way diffusion seemed to take place, at least in studies like the one on hybrid corn in Iowa, Rogers talked about a point during the process when if the innovation was valuable, its adoption took off. ... As he said, impossible to stop.I was fascinated when I read this bit of Rogers original book from 1962. The language reminded me of something – something I had seen as a child on TV. Perhaps Rogers had seen it too I wondered if it influenced his thinking.Here are about 40 seconds of the best educational video ever made... By Walt Disney as part of a 1957 TV show (just 5 years before Rogers published his book) called “The Atom is our Friend” (could have been propaganda encouraged by the Eisenhower administration when the “cold war” with the Soviet Union was very tense and atmospheric testing of nuclear devices was common).
For example Malcolm Blackie, working in Uganda, commissioned a radio drama series with an agricultural theme. He concluded based on his observations that program with messages for rural audiences had to be entertaining to be effective.
We did in two cycles, one in each of successive years, many different interventions, all farmer approved
Farmers told us and our radio station partners they wanted the improvement in our formative research using focus groups, key informant interviews and so on.
This schematic shows how we set up our research space. The black circle represents the limit or range of the signal of the radio station. Within the station are many farming communities. Those that received regular visits from the broadcasters for interviews and from the research staff of the project for the collection of data formed the participatory part of our project. We selected two communities in the broadcast area. We also selected two communities – shown here in ret – that could not received the radio signal but were otherwise similar in farming systems, income and so on as the active communities. Here we show one outside the range of the transmitter and the other one behind a hill. This was the state during the period of the participatory radio campaign broadcasts
Some months after the broadcast series was complete we conducted an outcome evaluation – just like Ryan and Gross had done in the 1940s. We surveyed a sample from our participating communities – we call them ALC or Active Listening Communities and from our two control communities. But we also did one other crucial thing. We selected two other communities that had not been involved in any way with our surveys, with radio station visits or interviews. If they had heard about the intervention and its benefits, much of that news would have to come from the radio alone and we could check that because we had the control communities. We called these communities Passive Listening Communities.
Then came the shock. While each of the three graphs above is very interesting, I want to focus on the right hand one. It shows from our survey how many farm families actually decided to try the innovation that had been part of the radio campaign. Not surprisingly, the Active Listening Communities – the ones with regular contact with the radio station, the ones where the participatory research had been done – had significant trial adoption – about 40% of families. The control communities showed little trial adoption. That is good otherwise our experiment would have been a real mess. But look that the red bar... The trial adoption in the Passive Listening communities... It was more than 20% averaged across 15 radio stations and campaigns. Just the radio.... Just 14-16 weeks of radio broadcasts in half hour segments.And we found that those communities had found and listened to the broadcasts, all on their own... To the tune of 66% listening to at least half of the broadcast series in their area.The graph hides a massive truth, the one I showed in the sneak preview. That is we had only two active communities per radio station but maybe hundreds of passive ones – we only surveyed two of them. When you do the math here is what happens for the total broadcast area of the 151 stations in 5 countries.
Depending on what figure you use for average household size, you get up to 6 million beneficiaries in a million households where the innovation was tried. Now there is a caveat... I have no error bars on the PLC data – it was based on a total of 100 interviews in (50 male head of household, 50 female) in the two selected passive communities. But across all five countries and fifteen stations that is 1500 interviews. The data is fairly consistent across the sample (for details and discrepancies, please see our report to the Bill & Melinda Gates Foundation)
We also found a very strong positive correlation between frequency of listening to the broadcasts and trial adoption – across both passive and active listening communities. It appears that the major effect of engagement with the Active Communities was to increase their listening to the broadcasts. What that tells us for the future is that we should get radio stations to make major efforts to increase the audience for the farm program throughout the listening area. That could be done via on-air competitions, visits of station personnel to many more villages to do interviews. Promos that said things like “tonight on the farm show we visit the community of ....”
Top down with experts telling farmers what to do or what the government policy is
We are using the latest survey technology with a mobile phone system called Mobenzi that gives GPS location, a photo of the interview subject and uploads the data automatically.I believe we have created a tool that can make a huge difference to small scale farmers in Africa