The webinar presentation discussed the use of radio to promote agriculture among youth in Tanzania. It described how the organization Well Told Story used their Shujaaz radio program to address factors influencing youth perceptions of agriculture, such as the need to see connections between agriculture and dreams/money, lack of knowledge about agriculture value chains, and few role models in the field. The presentation shared initial research findings on youth views and the strategies used in the radio program, such as featuring success stories and role models, to positively influence attitudes. It noted some lessons learned so far and goals to continue using radio to provide information and shift social norms regarding agriculture as a career.

1. GFAR-Secretariat@fao.org
GFAR Webinar
Farm Radio, Community Radio
and Participatory Radio

2. Presenters
• Riccardo del Castello (FAO)
• Karen Hampson (Farm Radio International)
• Rainbow Wilcox (Africa’s Voices Foundation)
• Lucky Komba (Well Told Story/Shujaaz)
• Q & A
Moderators: Emmie Wachira (YPARD)/Peter Casier (GFAR)

3. A journey into Rural and Community
Radios
Riccardo del Castello
Communication for Development Officer
Partnership, Advocacy and Capacity Development Division (OPCA)

4. Partnerships, Advocacy and Capacity Development Division (OPCA)
Rural Radio
It is a privileged media belonging to the rural communities to:
•Facilitate access to useful knowledge and information
•Enhance the value of local expertise
•Familiarize with local social, economic and health programmes
•Foster dialogue between the communities and their partners
•Share experiences, knowledge and techniques.
Interaction and Exchange
Partnerships, Advocacy and Capacity Development Division (OPCA)

5. Partnerships, Advocacy and Capacity Development Division (OPCA)
Rural Radio
Definitions
•Radio for the rural areas - broadcasting a variety
of topics to a local and mostly rural audience
•Community Radio - differs from the other two
predominant communication models: public and
commercial
•Rural radio and Community radio
Partnerships, Advocacy and Capacity Development Division (OPCA)

6. Partnerships, Advocacy and Capacity Development Division (OPCA)
Rural Radio
Characteristics
•Access, public participation in production and decision making,
audience support and financing.
•The management of the station is in the hands of those who use it and
listen to it
•Structure facilitates participation (volunteer work, targeted topics,
opportunity for training, audience feedback)
•It has a local focus
•Coverage area: 25-60 Km
•Transmitting power: 25 to 250 Watts
Partnerships, Advocacy and Capacity Development Division (OPCA)

7. Establishment of Rural – Community
Radios
Partnerships, Advocacy and Capacity Development Division (OPCA)
Awareness raising sessions
Consultation with the local community (e.g. Farmers, Associations, NGOs, CSOs,
public authorities)
Set up of a Management Committee
Representatives of different social and professional backgrounds are defined
Building the Premises
Involvement of local grass-root communities and support from local
development committees and NGOs
Statute of the radio station and selection of personnel
Regulate and guarantee the management and operation of the radio station.
Defining the nature, objectives, management, funding, programming and
operation of the local radio
Partnerships, Advocacy and Capacity Development Division (OPCA)

8. Establishment of Rural – Community
Radios
Partnerships, Advocacy and Capacity Development Division (OPCA)
Selection, purchase and installation of the equipment
Pre-discussion/examination on the choice of all the radio equipment, to ensure that it is technically suited to the
context (engineers/national agents/FAO experts)
Training of Radio Personnel and of management committees
Theoretical and practical courses on radio production techniques, programme animation, recording techniques,
equipment operation, maintenance, and the administrative and financial management of radio stations
Sustainability
•extent of coverage and quality
•Install sustainable equipment
•Operational costs (mobilize financial resources: e.g. membership
fees, community services, ads, sale of SIM cards, etc. )
Monitoring and Evaluation
•Listening and Feedback systems
•Audiences’ attitudes
Partnerships, Advocacy and Capacity Development Division (OPCA)

9. Needs of Radio Listeners
Human rights, Gender issues
and Land rights, Peace building
Specific subjects of
Interests
Market
Prices
Health
Climate
change
Food Security
Partnerships, Advocacy and Capacity Development Division (OPCA)Partnerships, Advocacy and Capacity Development Division (OPCA)
Entertainment

10. Rural Radio – The Participatory
Methodology
Partnerships, Advocacy and Capacity Development Division (OPCA)Partnerships, Advocacy and Capacity Development Division (OPCA)

11. The Integration Principle it is
essential that rural radio stations
integrate all of the concerns and
themes of rural development.
The Interdisciplinary
Principle it is essential that
the rural radio production and
animation teams be of an
interdisciplinary nature.
The Interactivity Principle the rural
radio production and broadcasting
activities must be based on real
concerns that affect the rural world
The Sustainability Principle
it is essential to guarantee
the continuity of rural radio
activities.
Four principles of the
methodology
Partnerships, Advocacy and Capacity Development Division (OPCA)Partnerships, Advocacy and Capacity Development Division (OPCA)

12. FAO’s areas of intervention in Rural
Radio
Partnerships, Advocacy and Capacity Development Division (OPCA)
*Number of Training Sessions in Rural Radio *Number of People Trained
*FAO’s past projects on Rural Radio 12
Partnerships, Advocacy and Capacity Development Division (OPCA)

13. Thank you
Riccardo del Castello
Communication for Development Officer
Partnership, Advocacy and Capacity Development Division (OPCA)

14. farmradio.org@farmradio
Sharing knowledge, giving voice

15. farmradio.org@farmradio
1. Scale
2. Interactive = results
3. Preferred language
4. Accessibility
5. Overcomes literacy
6. Oral tradition
7. Cost-effective
Why Radio?

16. farmradio.org@farmradio
FRI uses interactive radio strategies & ICT tools
to link farmers with extension agents,
researchers input suppliers
Mobile phone based feedback/dialogue loops –
data gathering and program content/shifting via
voice, beep and SMS
Room for doubt and discussion
INNOVATION: RADIO AND ICTs
FOR CHANGE

17. farmradio.org@farmradio
Evidence base for radio as a social
learning tool
-ten years of experience with participatory radio show that greater
audience interactivity leads to better results
-room for doubt and discussion
-measurable increases in knowledge and uptake
-listeners groups can reach women and provide weekly feedback
-hold decision makers to account and can aid in mid-term corrections for
projects.

18. farmradio.org@farmradio
ICT INNOVATION
FRI’s Uliza Platform: Through use of mobile phones, SMS,
voice messages, broadcasters and researchers can reach and
get feedback from listeners.

19. farmradio.org@farmradio
OUR VISION FOR
THE FUTURE
From projects to platforms

20. farmradio.org@farmradio
INTERACTIVE RURAL RADIO
PLATFORMS
Move from one-off projects to interactive radio platforms
that become an integral and transformative component of
public extension systems at various levels as well as a
trusted and dependable mobilizer of and advocate for
small-scale producers.

21. farmradio.org@farmradio

22. farmradio.org@farmradio

23. farmradio.org@farmradio
THANK YOU

26. “...like listening at the keyhole of a giant conversation”
- Rob Burnet, CEO Well Told Story

27. #1 Robust research design
#2 Meaningful engagement
#3 Tailored analytics

28. #1 RESEARCH DESIGN
Ground projects in
theoretical framework
Translate partner’s
interests/problem into
research questions
Develop tailored,
robust research
design to meet data
needs

29. Ex-post facto design to identify:
●beliefs & practices related to polio and
routine vaccinations, and maternal and
neonatal child health
●associations with socio-demographic
characteristics and between beliefs and
practices.
CASE STUDY: UNICEF Somalia, 2015

30. #2. ENGAGEMENT MATTERS
Meet audience on their
own terms, in channels
they use and in local
languages, dialects
and slang
Popular forums and social
spaces that people value
and trust.
Like large-scale focus
groups with different
genders, ages and
communities
Convert research
design into effective
and inclusive citizen
engagement
approach

31. CASE STUDY: UNICEF Somalia, 2015
8 weekly radio programmes to gather SMS data
on beliefs, e.g. “Do you think that children in
your community are at risk of polio?”
Follow-up questions sent to participants via SMS
to gather socio-demographics and practices, e.g.
[if parent] “Did your child receive the polio
vaccination?

32. Here there is polio due to
water and poor hygiene
because the roads are filled
with water. [male, 18]
Since I was born, I have heard of
measles vaccination and up to this day
we see measles breakout. I believe it is
NGOs who want to benefit from this
programme. [male, 18]Pregnant women should
not visit health facilities
because it’s a recipe to
contract other diseases.
Here is mostly polio that
is a disease which has
made many children
disabled. We are ready to
fight it. [male, 82]
We reached and engaged a large, diverse cross-
section of society
Participants:
●from all provinces
●44% women
●55.9% parents
●86.4% < 30 years
Traditional medicine is good
because our prophet Mohamed
(peace be upon him) has told us to
use traditional medicine such as
honey, black cumin and others to
treat some illnesses. [female, 30]

33. ● 72.3% people participated more than once
● High survey SMS question response rates: 81%
(location), 73.5% (age), 70.9% (gender)
● 19,392 messages in Somali dialects from 7633
people were estimated to be appropriate for analysis
...with engagement growing over time
Technical
problem!

34. #3. TAILORED ANALYTICS
https://youtu.be/3sNfXuYE9vM

37. likelihoodofvaccination
more
les
s
Doyouthinkthatpeopleinyour
communityareatriskofpolio?
CASE STUDY: UNICEF Somalia, 2015

39. FARM RADIO WEBINAR
Lucky A. Komba
Shujaaz Producer
Well Told Story (WTS)
lucky.komba@shujaaz.com

40. INTRODUCTION: WTS & SHUJAAZ
The Well Told Story group creates social &
economic value in Africa, harnessing the
power of research, media & strategic
communications to improve the lives of
millions.
Shujaaz is a unique multimedia
platform produced by WTS, that tells
stories about young people, to young
people, to inspire, give information
and create discussion.

41. WhatsApp discussion
groups
SHUJAAZ PLATFORMS
500,000 FREE
copies monthly
Weekly radio
170K + SMS
subscribers 1400 +
fans
Group Engagement
35K+ fans
270+ fans
13K + fans

42. AG ON SHUJAAZ RADIO (BACKGROUND)
BMGF challenged WTS to: enhance youth perception towards
the attractiveness and profit potential of agriculture.
We know from our data that radio is the most
popular media for young people - therefore it is
critical to leverage it as part of our AG program.
OUR RESEARCH SHOWS THAT RADIO IS STILL THE MOST USED
MEDIA PLATFORM BY 15-24 IN TANZANIA (FOR NEWS,
INFORMATION AND ENTERTAINMENT).

43. INITIAL FINDINGS
1. Youth thought AG is not for them - needed motivation (there’s money in Ag).
2. Ag is a last resort.
3. Money matters the most – “can Ag bring me quick money?”
4. Social capital is important – “can Ag bring respect & stardom among my peers?”
5. Community/peer approvals – “If he/she does, I can also do it.”
6. Role models – “who has an influence on me? Do they do Ag?”
7. Show off success – “what can I get from Ag? Lifestyle? Dreams achieved?”

44. STRATEGY
1. There’s money in AG - motivation.
2. AG is for everyone - lifestyle.
3. Community/peers approval - family & friends are okay with it.
4. AG takes you to your dream - success.
Petronila - motivation
Esther - lifestyle
AY - success
Mohammed - dreams

45. WHAT WE HAVE LEARNT SO FAR
1. Youth still need to connect AG with their
dreams.
2. There’s little knowledge among youth regarding
AG value chain. More info is needed - markets,
how to, what is best, where etc.
3. Youth need more role models in AG (parents or
successful peers).
4. Ag is still a risky business for youth.
5. Money still matters.
OUR AIM IS TO CONTINUE TO WORK WITH YOUTH
THROUGH RADIO ADDRESSING THE ABOVE &
CONTINUING TO NUDGE BEHAVIOURS POSITIVELY
TOWARDS THE POTENTIAL OF AG.

46. OUR GROWTH, IMPACT & SUCCESS
Our 2017 national survey also shows:
1. More youth have seen opportunities & been motivated; a positive shift in
conversation.
2. More youth among our users expressed a desire to engage in AG: 13% in 2016
vs 19% in 2017

47. Questions/Remarks