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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
“Participatory Radio Campaign: How Radio partnership can increase adoption of Climate change adaptation practice”
Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Setting the Stage
• Small-scale farmers provide approximately 70% of the food eaten in sub-Saharan Africa
• Yet despite being the prime food producers, small-scale farmers are more likely than any other segment of the population to be impoverished and to suffer the effects of hunger and malnutrition.
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Participatory Radio Campaigns (PRCs)
• Farmer-centered, farmer-approved• Bring together: radio stations, farmers,
farmer organizations, agricultural extension / advisory services and researchers
• 4-6 month radio campaign• Variety of formats• New ICT is integrated with radio
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
How Are PRCs Different?
• Not top-down• Farmers intimately involved from
beginning to end• Allow farmers to make an informed
decision on improved practice• Designed to have a measurable impact• Include integrated training of
broadcasters to create the programs themselves
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
A Tested and Proven Methodology
• 49 PRCs broadcasted to date• 15 of them carefully evaluated in 2010
to find out whether:a. Farmers listened to them (how
frequently)b. They resulted in increased knowledgec. They resulted in adoption of improve
practices by farmers
• The results were astounding…5
Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
6
Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
7
“ ”A typical radio station reaches anywhere from hundreds of thousands to millions of farmers. The cost of a PRC is pennies per farmer reached and less than a dollar per adopter. No other strategy compares.
Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
The Methodology
• A PRC is a planned, radio-based activity, conducted over a specific period of time (usually four-six months), in which a broad population of farmers is encouraged to make an informed decision about the adoption of a specific agricultural improvement that has been selected by their peers, is supported by the best available evidence, and is intended to improve their livelihoods.
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
The Methodology
• Is produced by trained and experienced radio station staff as a special service of the station to the community.
• Assures the participation of farmers and broadcasters in all stages of the campaign.
• Features the voices of farmers.• Gathers continuous feedback from
listeners. 9
Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
The Methodology
• Engages and entertains listeners using a variety of effective radio formats.
• Involves close collaboration among broadcasters, farmers and their organizations, agricultural extension officers, researchers, NGOs working in the area, and others.
• Uses a “core story” to provide a common thread through the campaign, keeping it focused and engaging.
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
PRCs and Value Chains
• PRCs can play a very effective role in supporting a value chain approach to agricultural development.
• Example Value Chain PRC Structure– Campaign 1: Productivity Enhancement– Campaign 2: Reducing Post-Harvest Losses– Campaign 3: Adding Value
• Interactive Marketing Information Services would accompany PRCs– Essential price info– Connect sellers and buyers
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
An Unrivalled Scale-Up Strategy
• Too often agricultural innovations are hidden in a small development project or on a researchers’ shelf.
• PRCs can offer a cost-effective alternative to traditional extension scale-up strategies. (Traditional extension systems cost anywhere from
$4 to $360 per farmer reached!)
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Knowledge Evidence
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Does Knowledge Lead to Practice?
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Planning, Implementing and Evaluating PRCs
• Selecting partner radio stations– carefully choose stations that are willing
and able to participate actively in all aspects of campaign design, implementation and assessment.
– This also involves building their capacity for PRCs on the selected agricultural “innovation”.
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Working with partners to serve small-scale farmers with
communication strategies that work.
• Working with partner agricultural development organizations, we develop and implement PRCs and other radio-based communication strategies.
• We have also applied the PRC methodology to health-related radio campaigns.
• If you want affordable, effective and appropriate scale-up, we want to work with you!
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Learn More www.farmradio.org [email protected]
Presenter:
Contact:Mark Leclair [email protected]
n:Farm Radio International
@farmradio
Contact Farm Radio
Arusha, Tanzania
(Africa HQ)
141C Radio Road,
Njiro Hill, P.O. Box 16604,
Arusha, Tanzania
Tel/Fax: +255 732 978 997
Bamako, Mali
(French W. Africa)
Niamakoro Cité UNICEF
Rue 270, Porte 172
Bamako, Mali, BPE 84
Tel: +223 202 095 17
Accra, Ghana
(English W. Africa)
c/o WUSC-Ghana
PO Box AH 1265
Achimota-Accra, Ghana
Tel: +233.302.511.029
Fax: +233.302.518.77
Addis Ababa, Ethiopia
P.O. Box 19084
Addis Ababa,
Ethiopia
Tel: +251 911 642 430
Kampala, Uganda
P.O. Box 4014,
Plot 242, Block 250, Estella Apartments,
Bunga Hill Road
Kampala, Uganda
Tel: +256 312 265 541
Lilongwe, Malawi
Farm Radio International is a
strategic partner with Farm Radio
Malawi
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Field Offices
Head Office
Ottawa, Ontario, Canada
1404 Scott Street,
Ottawa, Ontario,
Canada, K1Y 4M8
Tel: 613 761 3650
Fax: 613 798 0990