Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio farmradio Participatory Radio Campaign: How Radio partnership can increase adoption of Climate change adaptation practice

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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. 2

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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 3

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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 4

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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 knowledge c.They resulted in adoption of improve practices by farmers The results were astounding… 5

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio farmradio 6

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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 Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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. 8

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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 Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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. 10

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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 11

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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!) 12

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio farmradio Knowledge Evidence 13

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio farmradio Does Knowledge Lead to Practice? 14

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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. 15

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio 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! 16

Learn More Presenter : Contact: Mark markjleclair Presentation: Farm Radio farmradio Contact Farm Radio Arusha, Tanzania (Africa HQ) 141C Radio Road, Njiro Hill, P.O. Box 16604, Arusha, Tanzania Tel/Fax: Bamako, Mali (French W. Africa) Niamakoro Cité UNICEF Rue 270, Porte 172 Bamako, Mali, BPE 84 Tel: Accra, Ghana (English W. Africa) c/o WUSC-Ghana PO Box AH 1265 Achimota-Accra, Ghana Tel: Fax: Addis Ababa, Ethiopia P.O. Box Addis Ababa, Ethiopia Tel: Kampala, Uganda P.O. Box 4014, Plot 242, Block 250, Estella Apartments, Bunga Hill Road Kampala, Uganda Tel: Lilongwe, Malawi Farm Radio International is a strategic partner with Farm Radio Malawi 17 Field Offices Head Office Ottawa, Ontario, Canada 1404 Scott Street, Ottawa, Ontario, Canada, K1Y 4M8 Tel: Fax: