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

2. The Africa Team

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

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

5. 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)

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

7. Biotech communication experience sharing workshops in Kenya & Uganda1
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

8. 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

9. 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

10. Capacity and partnerships-building on communications4
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

11. 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)

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

13. Snapshot of the Activity Plan

14. 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.

15. 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

16. 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

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

18. 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)

19. 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

20. 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

21. 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

22. THANK YOU