This document summarizes the development of extension materials on rubber planting for farmers in Laos using a strategic communication process. A multidisciplinary team that included extension agents, researchers, media representatives and farmers worked together to identify information needs, develop appropriate materials in local languages, test the materials with farmers, disseminate them, and conduct monitoring and evaluation. Key lessons learned included the importance of localizing and contextualizing information through a participatory process, providing farmers options to assess different livelihood strategies, and empowering farmers through materials in their own languages.

1. Think before you plant: experiences in developing rubber extension materials using a systematic communication process By the NAFRI and NAFES Agriculture Information Management Working Group

3. Overview about Laos Table 1: Key statistics for Lao PDR Total population*: 5.6 million Population density* 24 km 2 No of Households * 952,386 Rural population* 77% Official Number of ethnic groups 47 Total Land area* 23,680,000 ha Total Agriculture land* 5,000,000 ha Cultivated Land* 1,000,000 ha Forest cover* 41% Rubber planted 400,000ha*** Freedom of press ** (rank/no of countries) 163/169 Source: * NSC 2005; ** Freedom house, *** Ministry of Planning and Investment

7. Communications Strategy Adapted from NAFES Communication Strategy

8. An example

10. Multi-disciniplinary team Extension staff (National & Provincial) Researchers (technical & Social) Mass media (radio) Farmers (experts)

13. Testing of materials

14. Testing results: Changes based on farmer inputs

18. Thank you..