Communication Strategy Implementation Update VIRCA II PROJECT Communication Strategy Implementation Update Dr. Margaret Karembu – ISAAA Africenter m.karembu@isaaa.org (on behalf of the Communication team) VIRCA II Steering & Advisory Committee Meeting, 24th – 25th October 2012 St. Louis, MO

The Africa Team

Participatory Teamwork in Developing the Communication Strategy Dynamic, pro-active and focused on VIRCA product development phases

Communication Team Organogram Dr. Anton Bua Dr. Mark Halsey Dr. Margaret Karembu Mr. Arthur Makara

Africa Overview Biotech Crops planting 2011 Biotech commercial ( ) South Africa - Maize, cotton, soybean Egypt - Maize Burkina Faso - Cotton Biotech crops on trial RSA - Potatoes, Sugarcane, maize (WEMA); Burkina Faso - Cowpea Kenya – cotton, maize, SP, cassava Egypt – cotton, potato, wheat, cucumber, melon Uganda - banana, cotton, cassava, maize, rice Nigeria - cowpea, cassava Tanzania* – cassava (contained research)

The Communication Strategy GOAL To support development and utilization of genetically enhanced virus resistant cassava varieties by small-scale farmers in East Africa

Biotech communication experience sharing workshops in Kenya & Uganda 1 To analyze communication approaches and practices of specific biotech projects in order to draw lessons and experiences for message consistency ACTIVITIES Biotech communication experience sharing workshops in Kenya & Uganda Communication, technical and regulatory teams review and planning meetings

2 To identify and engage specific stakeholder groups and individual ‘champions’ for their support towards successful implementation of the project ACTIVITIES VIRCA sub-sector stakeholders workshops Engaging specific journalists in creating awareness about VIRCA Seminars for champions

3 To increase awareness and knowledge of the VIRCA project among various stakeholders and ensure realistic expectations of VIRCA progress and timelines ACTIVITIES Development of IEC materials, FAQs Annual national VIRCA public fora Field visit(s) for various stakeholders to trial sites

Capacity and partnerships-building on communications 4 To build and strengthen the capacity of a critical mass of scientists and communicators to generate and disseminate evidence-based information and knowledge products on the project ACTIVITIES Capacity and partnerships-building on communications Communication, technical and regulatory teams review and planning meetings

5 To build confidence in the regulatory processes employed for eventual acceptance and utilization of VIRCA products ACTIVITY Regulatory, technical, communication teams and regulators interactions (cross-biotech projects’ efforts)

Approach to Communication Participatory, inclusive and gender responsive Pro-active issue management Strong internal communication mechanisms

Snapshot of the Activity Plan

Implementation Plan Matrix Activity Target Audience Purpose Indicators Outcome Biotech projects joint communication workshop ALL communication teams in Biotech projects, select science journalists Share experiences, leverage on communication efforts; message consistency Number participated, Proceedings, Papers published Collective action in issue management, policy and regulatory support, joint messages Development of IEC materials Project teams, policy makers, regulatory agencies, institutional heads, trial site managers Raise awareness, accurate info, manage expectations, sustained political support No. and type of IEC materials developed and disseminated Message consistency, informed decisions, enabling policies, media kit.

Implementation Plan Matrix.. Activity Target Audience Purpose Indicators Outcome VIRCA –stakeholders workshop Cassava sub-sector players Identify key actors, gaps influencers (+ve, -ve), interests, raise awareness, allocate roles. Number participated and categorized, Proceedings, Papers published Engagement plans; Champions recruited, Specific messages, Sustained support. Select media engagement Science journalists, projects communication officers and Public Communication officers (PCOs). Raise awareness, accurate info, issue management, VIRCA in policy speeches. No. and type of media used, Articles published. Accurate messages, informed decisions, VIRCA in the news and policy documents

Implementation Plan Matrix.. Activity Target Audience Purpose Indicators Outcome VIRCA –Annual stakeholders workshop Cassava sub-sector players, project teams Farmer leaders Parliamentarians Senior policy makers, Institutional heads. Keep stakeholders updated on progress, Manage expectations, Solicit project support. Number participated and categories represented, proceedings, papers published. Sustained support and interest, expectations managed. Regulators, technical & comm. teams interactions Technical, communication and regulatory teams, NBC and NBA members; IBCs, Plant quarantine Capture teams’ expectations, generate comm. content, rapid response mechanism. No. of sessions, messages developed. Accurate messages, harmonized approaches, enabling policy environment

Activity 1: Biotech Projects Communication Collaboration Workshops Have been held in Kenya and Uganda Kenya (14th September, 2012) Uganda. 6th September, 2012

Lessons Learnt The first forum of its kind (project-initiated) Enthusiasm about developing common messages, tackling difficult issues, engaging politicians etc. Possible activities for collaboration among the projects identified (Exhibitions, media/policy engagement, visits Maximize impact by leveraging on existing communication initiatives (OFAB, BioAWARE, UBBC, SCIFODE, PBS, ISAAA)

Common Communication Challenges (both Kenya & Uganda) Widespread misinformation about modern agricultural biotechnology (Renewed activism-Seralini Study) Unpredictable institutional and political environment for biotech e.g. Kenya elections-2013; Ug cabinet transfers Lack of commercial products; VIRCA lead event?? Stringent GM regulations e.g. labeling in Kenya; biosecurity issues; spill-over of strict liability debates Lack of a Biosafety Law in Uganda

The Communication Challenges.. Skepticism about biotech products e.g. GM maize and increasing activism in political circles Very few biotech champions from scientific community Bureaucratic bottlenecks Technical terminologies limits communication media

What lies ahead..supporting VIRCA phases Trial site visits Regulators, technical and comm. teams interactions Annual VIRCA public forum Hold seminars for VIRCA champions Engaging selected journalists in creating awareness about VIRCA Development of IEC materials – VIRCA FAQ, PowerPoint, Brochures, Banners etc. Stakeholders workshops; message devpt Biotech projects experience sharing workshops

THANK YOU