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1 Subdirección de Investigación y Extensión Research and Extension Branch Food and Agriculture Organization of the United Nations Communication Communication for Development for Development Mario Acunzo Mario Acunzo [email protected] [email protected] Marzia Pafumi Marzia Pafumi [email protected] [email protected] AMREF Communications Forum AMREF Communications Forum Rome - March 29, 2012 Rome - March 29, 2012
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Subdirección de Investigación y ExtensiónResearch and Extension BranchFood and Agriculture Organization of theUnited Nations

Communication Communication for Developmentfor Development

Mario Acunzo Mario Acunzo [email protected] [email protected]

Marzia Pafumi Marzia Pafumi [email protected] [email protected]

AMREF Communications ForumAMREF Communications Forum

Rome - March 29, 2012Rome - March 29, 2012

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Presentation OutlinePresentation Outline What is ComDev?a. Definitionb. Key Principles and Functionsc. ComDev in FAO

Communication for Development Planning a. Steps in ComDev Planningb. Participator Rural Communication Appraisalc. Participatory Communication Strategy Design

Case study examples from FAO experience a. Boliviab. Bangladesh

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Communication PathwaysCommunication Pathways What is your understanding of ‘Communication

for Development’ and how would you describe the role of communication in development programmes?

What communication approaches do you currently use in your projects?

What do you think are the mostimportant communication activities and skills needed for your work?

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

What is ComDev ?What is ComDev ?Type Purpose/Definition Main Functions Required Core Competencies

Corporate communication

Communicate the mission and activities of the organization,

mostly for external audiences.

Use media outputs and products to promote the mission and values of

the institution; inform selected audiences about relevant activities.

Public relations, institutional communication, excellent writing skills, press releases, broad media

network contacts

Internal communication

Facilitate the flow of information within an institution/project. Sometimes this area can be

included in corporate communication.

Ensure timely and effective sharing of relevant information within the

staff and institution units. It enhances synergies and avoids

duplication.

Institutional communication, excellent writing skills, web and

internet skills

Advocacy communication

Influence change at the public or policy level and promote issues

related to development.

Raise awareness on hot development issues; use

communication methods and media to influence specific audiences and

support the intended change.

Public relations, marketing, experience in media campaigns and

advocacy campaign

Communication for

Development

Support sustainable change in development operations by engaging key stakeholders.

Establish conducive environments; assess risks and opportunities;

disseminate information; induce behavior and social change.

Communication research, participatory approaches, adult

education, communication methods and media, consultations and

facilitation skills

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

What is ComDev ?What is ComDev ?

“Communication for Development (ComDev) is a social process based on dialogue using a broad range of tools and methods. ComDev is about seeking change at different levels including listening, establishing trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change”.

World Congress on Communication for Development, Rome 2006

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

What is ComDev ?What is ComDev ?The ComDev process:

goes beyond information dissemination

involves the use of participatory methods and different tools

(e.g. traditional & local media, rural radio, ICTs)

facilitates active participation and stakeholder dialogue

is different from public relations or corporate communication

Special attention is given to the convergence of the media, the development of local contents and the enhancement of local capacities for planning and implementing communication processes

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Key ComDev Key ComDev PrinciplesPrinciplesFostering dialogue and mediationFostering dialogue and mediation

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Key ComDev Key ComDev PrinciplesPrinciplesStrengthening local knowledge and communication processesStrengthening local knowledge and communication processes

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Key ComDev Key ComDev PrinciplesPrinciplesConvergence and local appropriation of technologiesConvergence and local appropriation of technologies

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev FunctionsComDev Functions Facilitate access to knowledge and information

Promote peoples’ participation and collaborative action

Strengthen peoples’ capability to share knowledge and manage horizontal communication processes

Enhance mutual learning co-creation of knowledge

Improve linkages and strengthen dialogue between policy makers, institutions and small farmers / local communities

Bridge the gap between global information and local knowledge

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev in FAO - MandateComDev in FAO - MandateDevelop and implement communication strategies to enhance capacities of agricultural development programs, institutions, farmers and grass-roots organizations to access knowledge and information and actively make decisions on their livelihoods.

Policy advice to member countries

Technical assistance to governments, regional offices and field projects 

Capacity development of national staff and institutions

Documentation of activities, including case studies, guidelines, videos and publications

Advocacy, training and knowledge sharing in ComDev

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev in FAO – Priority AreasComDev in FAO – Priority Areas1. Natural Resources

Management, Climate Change Adaptation and Disaster Risk Reduction

2. Food and Nutrition Security

3. Agricultural Innovation

Capacity DevelopmentKnowledge and Info SharingGender and Equity Issues

embedded as crosscutting issues in all projects

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev in FAO – MethodologiesComDev in FAO – Methodologies

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev in FAO – MediaComDev in FAO – Media

Community Rural Radio

Audiovisual Pedagogy and Participatory Video

Local appropriation of ICTs (Information and Communication Technologies)

Traditional and Local Media

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Communication for Sustainable Communication for Sustainable Development Initiative (CSDI)Development Initiative (CSDI)

Objectives Effective applications and management of

ComDev strategies, tools and services for natural resource management (NRM) and climate change adaptation (CCA)

Improved capacities and partnerships in communication for sustainable NRM & CCA

Strategy Knowledge sharing on ComDev methods

and tools for NRM and CCA Capacity strengthening and networking Technical assistance to countries and field

projectswww.csdinitiative.org

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Communication for Sustainable Communication for Sustainable Development Initiative (CSDI)Development Initiative (CSDI)

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Capacity DevelopmentCapacity Development Learning Kit on Communication

for Rural Developmentfor field agents, communication

practitioners and community facilitators to learn how to plan and implement ComDev strategies in the agricultural and rural sector.

Collaborative Change CommunicationWeb platform for learning and knowledge sharing, aimed at:

• Strengthen professional capacities in ComDev

• Consolidate on-line and off-line knowledge networks

• Facilitate the creation of a global community of practice in ComDev

www.cccomdev.org

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Knowledge Sharing in ComDevKnowledge Sharing in ComDev Platforms and online

networks are a tool used to foster knowledge exchange and support local communication processes by:

a. sharing practices in ComDev on a regional basis

b. disseminating information and aggregating knowledge on specific themes

c. creating an interface with local and national activities

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Subdirección de Investigación y ExtensiónResearch and Extension BranchFood and Agriculture Organization of theUnited Nations

Communication for Communication for Development Development

PlanningPlanning

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Strategic ComDev PlanningStrategic ComDev Planning

Communication for Development is about participation, dialogue and the sharing of knowledge and information

In short, the pillars of ComDev are:

Strategic participatory planning with all stakeholders

Facilitation of exchanges among different knowledge bases

Strategic use of appropriate media – both traditional media and emerging ICT technologies

Building of local capacity

Strengthening of partnerships and best practices

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Steps in ComDev PlanningSteps in ComDev Planning

Piotrow, et al. 1997. Health Communication: Lessons from Family Planning and Reproductive Health.

TH

E P

- P

RO

CE

SS

TH

E P

- P

RO

CE

SS

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Steps in ComDev PlanningSteps in ComDev Planning

A participatory & audience-based methodology

1. Situation analysis and problem assessment – Participatory Rural Communication Appraisal (PRCA)

2. Participatory Communication Strategy Design (PCSD)

3. Communication materials development, pretesting and production

4. Implementation and monitoring of participatory, targeted communication interventions

5. Evaluation of outcomes/impacts in terms of changes in attitudes, knowledge levels and practices

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Why doing PRCAWhy doing PRCA“Research is the corner stone of communication and makes program development a bottom-up process […] rather than the usual top-down approach” (Kline,1999)

LISTENING to your target group to find out their real needs and ensure local relevance and appropriation of communication efforts

“Producers and subject specialists who commission mediacampaigns have control over what information they distribute,but do not control what and how much is actually communicated – the receiver does” (Mody,1991)

Understanding DIFFERENT PERCEPTIONS and avoiding assumptions

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

PRCA componentsPRCA components

Situation Analysis (including mappingof existing programs, policies and best practices)

Stakeholder / Audience analysis

Analysis of Knowledge, Attitude and Practice (KAP)

Social network analysis

Analysis of communication resources

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

KAP AnalysisKAP Analysis Pinpointing knowledge gaps, patterns of behavior, cultural

beliefs and practices that may either hinder or facilitate a community’s understanding and action

Investigating current levels of awareness and assessing the real information and knowledge needs of rural clients on the ground

Learning what local practices may already apply and use them as a basis to identify workable, improved solutions

DATA are usually gathered through participatory methods

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

KAP AnalysisKAP AnalysisSample KAP Key Questions – Climate Change

KNOWLEDGE What is your current understanding of climate change? You may explain, illustrate or use examples and analogies. Why do you think this is happening? What information or knowledge about climate change have you heard or received from others which you think are not true or doubtful? Why? How did you verify them? From whom or from what source did you get these information about climate change? Did you deliberately seek out for these information or they were relayed to you without you asking for them?

ATTITUDE Do you find it useful to learn more about climate change? Do you think it is an issue for you? Why or why not? Do you believe that people should intervene and adapt to climate change? Do you agree with the need to modify your farming practices because of changes occurring in the climate and the environment? Are you willing to work in groups in order to take collective actions to mitigate the causes of climate change and adapt to these changes? Why or why not?

PRACTICE What activities do you undertake to cope with climate change? Do you think these are effective? Why or why not? What old practices do you still stick to and not modify despite the occurrence of climate change? Why? If given the necessary resources, what other activities do you plan to pursue in your farm and household to cope better with climate change? Please specify the necessary resources for each planned activity.

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

PRCA toolsPRCA tools Key Informant Interview Focus Group Discussion Problem Tree Time line/ seasonal calendar Social/ community mapping Matrix Ranking Participant Observation Venn Diagram

TRIANGULATIONAlways use more than one tool or method to check and verify

findings

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

PCSD stepsPCSD steps

Summarize findings of PRCA

Set SMART stakeholder-oriented objectives

Define the communication approach and key messages

Select communication methods, channels and tools

Define the communication workplan and budget

Plan for monitoring and evaluation

Plan for sustainability

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev Strategy MatrixComDev Strategy Matrix

ComDev strategy matrix

StakeholderCommunication

objectiveKey message

Method and tools(Combine mass, group

& individual methods)

Approach(Combine the strength

of each approach)

Policy makers

Local officials

Service providers

Local community

Others, specify

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

ComDev MediaComDev Media Rural and community radio

Folk media such as popular songs and community theatre

Print media (cartoons, booklets, brochures, flyers, fact sheets)

Video and multimedia materials (community TV, DVD, CD-Rom)

Public service announcements

Face-to-face interpersonal communication (e.g. farmer field days, extension visits, community meetings)

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Subdirección de Investigación y ExtensiónResearch and Extension BranchFood and Agriculture Organization of theUnited Nations

Communication for Communication for DevelopmentDevelopment

EXAMPLES FROM FAO EXAMPLES FROM FAO

FIELD EXPERIENCEFIELD EXPERIENCE

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Case StudiesCase Studies

A. BOLIVIA

National Communication Plan for Agricultural Innovation and Participatory Local Communication Planning

B. BANGLADESH

Enhancing Rural Communication Services for Agricultural Development through Community Rural Radio

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

A ComDev National Plan designed

and approved by the Ministry for

Rural Development and Land

(MDRyT) is being implemented by the

National Institute for Agriculture and

Forestry Innovation (INIAF)

Objectives • Design, validate and implement ComDev strategies, systems and

services• Strengthen national capacities in ComDev for agriculture and innovation

at the local and national level

Bolivia: National ComDev PlanBolivia: National ComDev Plan

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

INIAF

Local government

Academic centres

Projects,

Institutions,

NGOs, etc.

Productive innovation

centers

Grassroots and IPs’

organization

In support to the consolidation of Local Innovation Systems (SILos)

Innovation ManagersInnovation Managers

Innovation FacilitatorsInnovation Facilitators

Learning communitiesLearning communities

Bolivia: National ComDev PlanBolivia: National ComDev Plan

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

At national level the ComDev strategy is developing:

• An information and knowledge management service for agriculture and forestry innovation (including TECA)

TECA is an information and communication system with two main functions:- Repository of technology for small farmers- Exchange groups on technologies

Bolivia: National ComDev PlanBolivia: National ComDev Plan

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

And at local level the project implemented: • Local information and communication plans

for agricultural innovation (PLICs), based on local knowledge and communication needs.

Examples of PLICs• Pasture management for dairy cattle

(Yapacani) • Direct sowing (Yacuiba) • Water harvesting for diversified crops

(Chiquitania) and • Forage conservation (at the national level).

Bolivia: Local Communication Bolivia: Local Communication Plans for Innovation (PLICs)Plans for Innovation (PLICs)

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

a) Local Information and Communication Appraisal

b) Local Information and Communication Program

1. Identify problems and communication needs, as well as possible solutions.

2. Involve local stakeholders, including farmers, grassroots organizations, local institutions and the local government.

1. Identify problems and communication needs, as well as possible solutions.

2. Involve local stakeholders, including farmers, grassroots organizations, local institutions and the local government.

Information and Communication

Services in support to Agriculture

Innovation and Rural Development

Information and Communication

Services in support to Agriculture

Innovation and Rural Development

1. Systematize the appraisal results2. Design and agreement on strategic communication

interventions3. Facilitate coordination and networking among local partners.4. Contribute to a participatory monitoring of activities

1. Systematize the appraisal results2. Design and agreement on strategic communication

interventions3. Facilitate coordination and networking among local partners.4. Contribute to a participatory monitoring of activities

c) Local Information and Communication Plan

1. Implementation of priority communication activities at field level2. Organize activities and defines responsibilities for local

stakeholders3. Develop communication products and tools (Knowledge and

Communication Modules - MCC)4. Implement training activities

1. Implementation of priority communication activities at field level2. Organize activities and defines responsibilities for local

stakeholders3. Develop communication products and tools (Knowledge and

Communication Modules - MCC)4. Implement training activities

Bolivia: Steps for PLICs Bolivia: Steps for PLICs implementationimplementation

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Training results:• 8 intensive training-of-trainers courses to technical experts and workers on the audiovisual

methodology and the application of Knowledge and Communication Modules (MCC)• 162 people trained as facilitators and on the use of MCC to train small producers• Yapacaní: 11 workshops attended by overall 320 small-scale producers, local extensionists

and field workers on establishing and managing pastures for dairy cows. • 4 workshops in Chiquitania on rainwater harvesting, 8 in the Chaco area on direct seeding,

and 3 on forage conservation in the Norte Integrado.

• In the four pilot areas, overall 489 producers have been trained, involving 52 institutions and organizations in Bolivia.

Local Information and Communication Plans are implemented within the context of “Espacios locales de concertación” that are venues for dialogue and informed decision making.

Bolivia: ResultsBolivia: Results

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

A ComDev National Plan institutionalized within the INIAF Improved agriculture innovation and communication

services Increased participation of rural people in agriculture

innovation Local knowledge documented and shared Technical information validated and disseminated Improved ComDev capacities of rural actors and

extension professionals Knowledge and communication training modules

developed and validated with farmers

Bolivia: ResultsBolivia: Results

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: Rural Bangladesh: Rural Communication Service (RCS)Communication Service (RCS)

Background High vulnerability to climate change

and its adverse impact Agriculture engages 74% of population Community Radio Installation,

Broadcast and Operation Policy (2008)

Project Objectives Improve access to and utilization of

agricultural information, knowledge and services

Enhance communication, knowledge sharing, lesson learning between and among stakeholdersin the agriculture sector

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: Rural Bangladesh: Rural Communication Service (RCS)Communication Service (RCS)

What is RCS? Network-like integration of demand-driven communication

services using ComDev strategies, methods and tools to support agricultural development programs

Platform for discussion and knowledge sharing among government institutions in collaboration with NGOs, academe, media groups, private sector, CBOs

Maximize the resources of research and extension services (DAE/AIS) and strengthen the linkages with other public institutions, NGOs etc. to deliver farmer-centered agricultural advisory services

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: Rural Bangladesh: Rural Communication Service (RCS)Communication Service (RCS)

Advantages Connecting geographically

dispersed stakeholders Strengthening local

communication networks Broadening participation and

enabling informed decision-making Generating proactive stance and a

collaborative environment Avoiding duplication and ensuring

more timely information provision

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: steps to set up RCSBangladesh: steps to set up RCS

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: steps to set up CRRBangladesh: steps to set up CRR

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: RCS and CRRBangladesh: RCS and CRR

Services provided Participatory rural communication

planning Capacity Development – training in

ComDev (workshops, study tour) Multi-stakeholder partnerships Provision of information, knowledge

and communication products Link with local and national media Mainstreaming of ComDev in

agricultural development programs

Emergency Project PRCA and ComDev Plan for harvesting of saline-tolerant rive variety

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: Krishi RadioBangladesh: Krishi RadioMy Radio, My Voice - Krishi Radio FM 98.8

Daily programming in local languages on agriculture, livestock, fisheries, science, women, children, youth, indigenous communities

500 RCS-CRR posters and leaflets, folk song, station call sign, promotional jingle, program signature music, etc.

5 training workshops with CRR staff and volunteers (20 of 300 applicants)

Over 100 local farmers belong to a listener club that regularly tunes in and participates in live discussions

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Bangladesh: Krishi RadioBangladesh: Krishi Radio“We advice farmers on how best to use

their land in the face of increasing salinity causing huge economic losses. Field visits and demonstrations can now be reduced as we explain every aspect of cultivating a new crop during our live discussions over radio”

Zakia Sultana Baby, agriculture officer

“The community radio’s growing popularity is owing to the fact that it really serves the needs of the rural poor people”

Salauddin Ahmed, Amtali union council chairman

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Key ReferencesKey References Participatory Rural Communication Appraisal. A handbook (FAO,

2004)

Participatory Communication Strategy Design. A handbook (FAO, 2004)

World Congress on Communication for Development. Lessons, challenges and way forward (WB-FAO-CI, 2007)

Learning Kit on Communication for Rural Development (FAO, forthcoming)

Communication for Development: meeting today’s agriculture and rural development challenges (FAO, 2011)

www.cccomdev.org/index.php/learning-resources/learning-materials

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Related sitesRelated sites www.fao.org/oek/communication-for-develompent/en

www.csdinitiative.org

www.fsca-pisa.org

www.cccomdev.org

http://Km.fao.org/vercon

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Research and Extension BranchFood and Agriculture Organization of theUnited Nations

Thank you!Thank you!

Mario Acunzo [email protected] Marzia Pafumi [email protected]


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