AGRICULTURAL GROWTH PROGRAM AGRIBUSINESS AND … · In collaboration with Agriculture Transformation Agency (ATA), AMDe sent mobile messages promoting inputs to farmers in Oromia

AGRICULTURAL GROWTH

PROGRAM – AGRIBUSINESS AND

MARKET DEVELOPMENT

(AGP-AMDe) PROJECT

USAID TASK ORDER AID #663-TO-11-00003

BEHAVIOR CHANGE COMMUNICATION (BCC) INTERVENTION EVALUATION

REPORT

January 2015

This publication was produced for review by the United States Agency for International Development. It was prepared

by Danya Africa.

USAID ETHIOPIA / AGP-AMDe PROJECT i

AGRICULTURAL GROWTH

PROGRAM – AGRIBUSINESS AND

MARKET DEVELOPMENT

(AGP-AMDe) PROJECT

USAID TASK ORDER AID #663-TO-11-00003

BEHAVIOR CHANGE COMMUNICATION (BCC) INTERVENTION EVALUATION

REPORT

DISCLAIMER

The views expressed in this publication do not necessarily reflect the views of the United States Agency for

International Development or the United States Government.

USAID ETHIOPIA / AGP-AMDe PROJECT ii

CONTENTS AGRICULTURAL GROWTH PROGRAM – AGRIBUSINESS AND MARKET

DEVELOPMENT (AGP-AMDE) PROJECT......................................................................... I

CONTENTS .................................................................................................................... II

ABBREVIATIONS AND ACRONYMS ............................................................................. IV

EXECUTIVE SUMMARY .................................................................................................. 1

1. BACKGROUND AND INTRODUCTION ................................................................... 2

1.1 PROJECT CONTEXT AND GOAL........................................................................... 2

1.2 AGP-AMDe PROJECT BCC INTERVENTIONS ...................................................... 2

1.3 THE BCC INPUTS CAMPAIGNS ............................................................................ 3

1.4 RATIONALE FOR EVALUATION OF BCC INTERVENTIONS AND CAMPAIGN

EFFECTIVENESS .................................................................................................... 5

2. PROJECT AREA AND STUDY METHODOLOGY ...................................................... 6

2.1 PROJECT AREA ........................................................................................................................... 6

2.2 METHODOLOGY ........................................................................................................................ 7

2.2.1 EVALUATION DESIGN .............................................................................................................. 7

2.2.2 SAMPLE FRAME, SAMPLE SIZE AND SELECTION .............................................................. 8

2.2.3 DATA COLLECTION TOOLS ..................................................................................................... 9

2.2.4 EVALUATION TEAM COMPOSITION AND TRAINING ...................................................... 9

2.2.5 FIELD DATA COLLECTION ..................................................................................................... 10

2.2.6 DATA PROCESSING AND QUALITY CONTROL ................................................................. 10

2.3 STUDY LIMITATIONS ............................................................................................................. 11

USAID ETHIOPIA / AGP-AMDe PROJECT iii

3. FINDINGS ............................................................................................................... 12

3.1 RESPONDENTS’ DISTRIBUTIONS AND DEMOGRAPHICS ............................................. 12

3.2 LANGUAGE AND MEDIUM OF COMMUNICATION ......................................................... 13

3.3 CURRENT AGRICULTURAL TECHNOLOGY PRACTICES .................................................. 14

3.4 RADIO AND MOBILE PHONE COVERAGE .......................................................................... 15

3.5 BCC INPUTS CAMPAIGNS ..................................................................................................... 17

3.5.1 REACH OF BCC INPUTS CAMPAIGN MESSAGES ............................................................. 17

3.5.2 REMEMBER, BELIEVE AND PRACTICES BEHAVIORS PROMOTED BY BCC INPUTS

CAMPAIGNS ............................................................................................................................. 18

3.6 IMPROVED AGRICULTURAL PRACTICES LEARNED FROM AGP-AMDe PROJECT ... 20

4. KEY FINDINGS AND LESSONS LEARNED ............................................................. 22

5. RECOMMENDATIONS AND CONCLUSIONS ........................................................ 24

REFERENCES ................................................................................................................. 25

APPENDIX 1: BCC CAMPAIGN EFFECTIVENESS EVALUATION QUESTIONNAIRE .................. 1

APPENDIX 2: BCC CAMPAIGN EFFECTIVENESS EVALUATION FGD GUIDE ............................. 10

APPENDIX 3: THE BCC INPUTS CAMPAIGN EFFECTIVENESS EVALUATION TEAM ............... 13

USAID ETHIOPIA / AGP-AMDe PROJECT iv

ABBREVIATIONS AND ACRONYMS AGP Agricultural Growth Program

AGP-AMDe Agricultural Growth Program – Agribusiness and Market Development

ATA Agricultural Transformation Agency

BA Barrier Analysis

BCC Behavior Change Communication

CAADP Comprehensive African Agricultural Development Program

CQI Coffee Quality Institute

CSA Central Statistical Agency

DA Development Agent

FCU Farmers’ Cooperative Union

FGD Focus Group Discussion

FTC Farmer Training Center

FtF Feed the Future

GoE Government of Ethiopia

ICT Information Communication Technology

IFDC International Fertilizer Development Center

M&E Monitoring and Evaluation

MoA Ministry of Agriculture

PCs Primary Cooperatives

SMS Short Message Service

SNNPR Southern Nations, Nationalities, and Peoples’ Region

SNNPS Southern Nations Nationalities and People’s State

SPSS Statistical Package for Social Sciences

USAID United States Agency for International Development

USG United States Government

USAID ETHIOPIA / AGP-AMDe PROJECT 1

EXECUTIVE SUMMARY Danya International, Inc. (Danya) conducted an evaluation of the effectiveness of behavior change

communication (BCC) campaigns implemented by the Agricultural Growth Program (AGP) - Agribusiness and

Market Development (AMDe) project in November/December 2014. The evaluation was conducted to

document BCC’s contribution, among other project interventions, and to address two AGP-AMDe indicators:

“Number of farmers and others who have applied new technologies or management practices as a result of

the United States Government’s (USG) assistance, and the number of beneficiaries supported by AGP-

AMDe-assisted value chains.” The evaluation was also to assess the quality of the BCC inputs campaigns that

had been implemented by the project using different strategies from May–August, 2014.

The evaluation targeted farmers in Oromia; Amhara; Southern Nations, Nationalities, and People’s Region

(SNNPR) and Tigray, the four regions where the AGP-AMDe project is implemented. Questionnaires were

administered to 481 respondents who were sampled for individual household interviews. Eight focus group

discussions (FGDs) were also held, two from each of the four regions.

This report outlines the evaluation methods, findings, recommendations and conclusions.

The following represent the Findings highlights:

31.9% (or 1,827,350 farmers) were reached with at least one of the BCC inputs campaign messages

5.8% (or 332, 245 farmers) applied at least one of the improved farming practices that they attributed

to exposure to the BCC campaigns.

Use of improved seeds:

29.7% (or 1,701,326 farmers) were reached

17.3% (or 991,008 farmers) could remember the campaign messages

12.1% (or 693, 133 farmers) believed the messages

3.2% (or 183,307 farmers) practiced the behavior

Use of fertilizers:

21.4% (or 1,225,872 farmers) were reached

12.5% (or 716,046 farmers) could remember the campaign messages

7.8% (or 446,813 farmers) believed the messages

2.4% (or 137,480 farmers) practiced the behavior


1. BACKGROUND AND

INTRODUCTION 1.1 PROJECT CONTEXT AND GOAL AGP-AMDe is a flagship project under USAID’s Feed the Future (FTF) Strategy for Ethiopia and is the

United States Agency for International Development’s (USAID) largest contribution to the Government of

Ethiopia (GoE). AGP supports the Comprehensive African Agricultural Development Program (CAADP)

framework by strengthening agricultural productivity and markets in the four high rainfall regions of Amhara,

Oromiya, SNNPR and Tigray. The AGP-AMDe project uses a value-chain approach to increase the

competitiveness of select agricultural products, enhance access to finance, and stimulate innovation and

private-sector investment. Target export value chains are sesame, chickpeas, coffee and honey.

Led by the prime ACDI/VOCA, International Fertilizer Development Center (IFDC), Coffee Quality

Institute (CQI), John Mellor Associates, Crown Agents, Danya and Kimetrica collaborated to realize the

following five strategic outcomes:

1. Value of exports of agricultural commodities increased by $148 million

2. New private-sector investment in the agriculture sector leveraged by $60 million

3. Access to $30 million in rural loans facilitated

4. 10,022 jobs created

5. 1,000,000 Smallholder Farmers benefited

1.2 AGP-AMDe PROJECT BCC INTERVENTIONS Danya is one of the implementing partners in the AGP-AMDe consortium, supporting BCC, information

communication technology (ICT) and monitoring and evaluation (M&E) of the BCC activities.

ACDI/VOCA, together with Danya, conducted a barrier analysis (BA) to understand obstacles to adoption

of positive behaviors among AMDe project target population in the four project regions in October/

November 2012. From the BA findings, the behaviors that the AMDe project’s BCC interventions selected

and planned to address were:

Farmers use of improved input technologies (seeds and fertilizers)

Increased women’s membership in cooperatives

Improved farmer nutrition

Danya developed a comprehensive BCC strategy based on the BA findings and has since been implementing

the plan aimed at increasing behavior change and facilitating learning.


The project’s BCC interventions target farmers with positive behavior messages. The project uses multiple

channels and formats to change behaviors, including: graphically enhanced print materials, radio, short

message service (SMS) messages and participatory community events.

1.3 THE BCC INPUTS CAMPAIGNS The BCC inputs campaign being evaluated was the first in a series of campaigns planned by the project to

enhance the uptake of good farming practices, thereby contributing to key FtF indicators for adoption of new

technologies and one of the project’s main goals: Number of beneficiaries supported by AGP-AMDe-assisted

value chains. The inputs campaign was implemented over a 5-month period (April–August 2014) in

accordance with the planting seasons of maize, wheat, sesame and chickpea in the four regions. The planning

selection of locations and message dissemination was done in collaboration with management of primary

cooperatives (PCs) and Farmers’ Cooperative Unions (FCUs).

The campaigns promoted the use of improved seed and fertilizer (or blended fertilizer where available) by

farmers in the four value chains promoted by the project: wheat, maize, sesame and chickpea. Specifically, the

project implemented the following:

Distribution of posters, fliers and pocket guides promoting the benefits, distribution locations and

appropriate applications of improved seeds and blended fertilizers in three local languages: Amharic,

Oromiffa and Tigrinya.

Facilitated the national broadcast of a radio program that provided descriptions and relevant

explanations of inputs in Amharic.

In collaboration with Agriculture Transformation Agency (ATA), AMDe sent mobile messages

promoting inputs to farmers in Oromia. Oromiffa language uses Latin letters, which made it easier to

pass on the messages. The numbers of the farmers were obtained from AMDe’s database of Sell

More for More trainees and ATA’s database of the farmers’ mobile numbers by region. Amharic and

Tigrigna alphabets are not compatible with mobile phones.

Branded Godjos (tents) were set up at selected high-traffic rural markets and locations to disseminate

print materials and hold one-to-one discussions with farmers.

Cultural music events and dramas were organized with question-and-answer sessions in selected

locations in Tigray, Oromia and Amhara.

Participation in general assembly meetings, trainings and special events organized by FCUs and PCs.

All the BCC inputs campaign messages targeting specific value chains were similar regardless of the medium

or strategy of dissemination. Message development included rigorous pretesting of all the print materials for

quality. The project got approval for the messages and translations in all three of the major languages from

the Ministry of Agriculture (MoA) at the Federal level. The same documents/messages were also shared with

the Regional Agricultural Bureaus to ensure buy-in and ownership before final dissemination to the

community. Below are some samples of the BCC inputs promotion campaign print materials used:


Samples of BCC Inputs Campaign Print Materials

The BCC inputs campaign materials were distributed through multiple stakeholders and events, including:

PC and FCU offices/officials

During music events

During Godjo tent set-up sessions

Displays at different marketplaces and shops within target communities

Agriculture Bureau offices at Kebele/Woreda


1.4 RATIONALE FOR EVALUATION OF BCC INTERVENTIONS AND

CAMPAIGN EFFECTIVENESS The evaluation of the effectiveness of the BCC interventions is part of the project’s BCC M&E strategy. The

evaluation helps to identify the best ways in which project BCC interventions can achieve greater efficacy in

the different geographical areas. In addition, rich data from the findings is useful for project review, design

and other intervention areas, including training, etc.

This evaluation of the BCC inputs campaign had the following objectives:

1. To measure the extent of the campaigns in terms of:

Reach: The total number of people or households exposed, at least once, to a message or

product from the BCC campaign

Recall: Ability of beneficiaries to remember the campaign messages

Belief: Whether the beneficiaries had faith or confidence in the campaign messages

Practice: Self-reported adoption of the desired behavior promoted by the campaign message

Verification of practice

2. Assess the BCC intervention’s contribution to the following project indicators:

4.5.2-5: Number of farmers and others who have applied new technologies or management

practices as a result of USG assistance

AMDe-01: Number of beneficiaries supported by AGP-AMDe-assisted value chains

3. Learn areas of improvement in subsequent BCC campaigns to enhance adoption of promoted

farming practices.


2. PROJECT AREA AND STUDY

METHODOLOGY

Since 1995, the Federal Democratic Republic of Ethiopia has been divided into 10 administrative regions

based on ethnic lines. These regions are Tigray, Afar, Amhara, Oromia, Somali, Benishangul, Southern

Nations Nationalities and Peoples’ State (SNNPS), Gambella, Harar and Addis Ababa.

Ethiopia covers 1,122,000 square kilometers with a population of about 90 million; 90% of the populations

live in rural areas and depend mainly on agricultural products for survival, such as teff, wheat, maize, barley

and sorghum. Administratively, Ethiopia is subdivided into Regions, Zones, Woredas and Kebeles, the

smallest administrative unit similar to a ward, a neighborhood or a localized and delimited group of people.

Each kebele consists of at least 500 families, or the equivalent of 3,500 to 4,000 persons. A keftanya, or

representative, has a jurisdiction over 6 to 12 kebeles.

2.1 PROJECT AREA The AGP-AMDe project is implemented in 96 Woredas within four of Ethiopia’s regions1: Oromia, Amhara,

SNNPR and Tigray (Figure 1).

Figure 1: Map of Ethiopia Showing Location of the Four Project Regions

1 Thirty-nine Woredas in Oromia, 26 in Amhara, 22 in SNNPR and 9 in Tigray

http://en.wikipedia.org/wiki/Ward_(politics)


According to population projections by the Ethiopian Central Statistical Agency (CSA2), in 2014 the

population of the four regions, which was about 76,404,886, accounted for approximately 85.8% of the total

Ethiopian national population (Demographics of Ethiopia, UN Estimates).

The estimated population of the 96 Woredas was 10, 377,486, and FCU membership was 1,789,183 in 2014,

about 7.6% of the total Woreda population (Table 1).

Table 1: AGP-AMDe Project FCU and PC Membership, Woreda Coverage and Population

Region # of

FCUs # of PCs

# of FCU3 Members

Total # of Woredas Covered

# of AGP-AMDe

Woredas

Population of all Woredas Covered by

FCUs

AGP-AMDe4 Woredas

Population

Amhara 10 584 625,540 27 26 7,405,261 3,347,202

Oromiya 17 1,034 778,566 105 39 4,771,820 3,179,260

SNNPR 14 580 254,765 81 22 10,202,770 2,725,705

Tigray 9 136 130,312 9 9 1,125,319 1,125,319

TOTAL 50 2,334 1,789,923 222 96 23,505,170 10,377,486

The CSA population projections gives the proportion of children below the age of 0–14 to be about 41.5%,

55.2% for those 15–65 years, while 3.3% represents the population 65 years or older. Therefore, based on the

available data, the AGP-AMDe Woreda population proportion of 5,728,3725 will be used as the denominator

for calculating reach during the campaigns since the evaluation looks at the efficacy of the BCC campaigns

relative to the entire eligible population in the target Woredas and not just FCU membership.

2.2 METHODOLOGY

2.2.1 EVALUATION DESIGN

The participating Woredas in groups 1 and 2 (E1 and E2) defined below were purposively selected before

random selection of the final respondents. To ensure appropriate evaluation of the effectiveness of the BCC

campaigns and to measure impact on follow-up evaluations, data was collected from three groups of

respondents:

1. Experimental Group 1 (E1): A group of farmers that had been exposed to the project intervention6

and the BCC campaign

2. Experimental Group 2 (E2): A group of farmers that had been exposed to the project intervention,

but not to the BCC campaign

3. Control Group (C): A group of farmers that had not been exposed to the project interventions, or

the BCC campaign

2 http://esa.un.org/unpd/wpp/index.htm 3 From Regional Development Bureaus and FCU records 4 From CSA and AGP-AMDe project M&E records 5 This is the total population less 0-14 and >65 years 6 Project intervention is used in this context with reference to all other AGP-AMDe project activities besides BCC. The other project activities include: inputs distribution, development of market linkages, capacity building of umbrella organizations, increasing of storage capacity, facilitation of new loans and market diversifications through capacity building grants, among others.


The evaluation design was quasi-experimental in which the randomly selected respondents were assigned to one of the three treatment conditions as follows:

E1: O1 X1 O2

E2: O1 X2 O2

C: O1 O2

_______________________________________________________

E1 = Experimental Group 1 for farmers who have been exposed to the project interventions and the BCC campaign

E2 = Experimental Group 2 for farmers who have been exposed to the project intervention, but not to the BCC campaign

C = A Control Group that has not been exposed to the project intervention or the BCC campaign

O1 = Observation 1/Baseline; O2 = Observation 2/Follow-up

X1 = Project Intervention + the BCC campaign

X2 = Project intervention only

2.2.2 SAMPLE FRAME, SAMPLE SIZE AND SELECTION

The sample frame for E1 consisted of a subset of the AGP-AMDe project’s 96 Woredas that were exposed to

BCC inputs campaigns. The E2 sample frame consisted of a subset of the AGP-AMDe project’s 96 Woredas

that were not exposed to the BCC inputs campaigns7. The E2 Woredas were also purposively selected away

from those exposed to the radio campaigns. However, for C, all households within the four regions that were

not part of AGP, but had social and agro-ecological factors similar to E1 and E2, had equal chances of being

sampled.

The magnitude desired for detection of change (P2-P1) was based on findings from similar FtF projects in

Tanzania and Zambia. In the Tanzania evaluation, the percent of respondents who believed BCC campaign

messages from posters in the baseline (26%) vs. percent of respondents believing in the BCC messages from

posters in the follow-up (43%) was used in the calculation of the sample size (Table 2).

Therefore, taking care of attrition rates from the three groups to have at least 366 respondents in the final

analysis led to a planned recruitment of 459 farmers; however, due to logistics and equity across the four

regions, 480 respondents were recruited.

7 No print materials, no music events, no Godjo tents, no SMS


Table 2: Sample Size Estimation

P1 0.26

P2 0.43

Power 0.80

Confidence Level 95%

Sample Size E1 = 122, E2=122, C= 122. (The total number of FCU members needed for the final analysis was 122 in each group + an attrition rate of 20% was 153. [153 – (153 x 20%) =153-31=122] = 459

Each of the 153 respondents for the E1 and E2 groups was randomly selected from the four participating

regions: Amhara, Tigray, Oromia and SNNPR. The 153 respondents for C were also recruited from Woredas

within the four regions that had no AGP presence.

A multi-stage sample selection approach was used to select the sample. The first stage involved listing all 96

Woredas with AGP-AMDe presence in each of the four regions followed by listing all Woredas where BCC

inputs campaigns had been conducted. This was finally followed by listing the remaining Woredas within the

four regions. The next stage involved random selection of FCUs/PCs per the selected Woredas from where

the final random selection of 20 or 40 households for interviews was made in the case of E1 and E2. In C, the

final selection of the households for interviews was randomly done from a list of the non-AGP Woredas in

each of the regions and 20 or 40 households selected in consultation with Woreda or Kebele MoA officers or

administrators.

FGD respondents were sampled only from the Woredas where BCC campaigns had been implemented (E1).

A total of 8 FGDs were planned, 2 from each of the four regions. Each FGD was to be attended by 8–15

farmers, randomly selected from among the PC members within the selected Kebeles. To ensure free

discussions—a male only, female only and mixed FGDs—were planned.

2.2.3 DATA COLLECTION TOOLS

Two data collection tools, a questionnaire and an FGD guide were used. The questionnaire targeting

individual farmers was developed and refined from the project’s BCC intervention evaluation plan. The

questionnaire had both open and close-ended questions on group membership, communication, current

farming practices and radio and mobile ownership. Other questions were specific to the project’s BCC inputs

campaign focusing on awareness through seeing or hearing the messages, remembering the messages, belief

and adoption or practicing the messages promoted by the campaign. An English version of the final

questionnaire is included in Appendix 1 of this report.

The FGD guide (Appendix 2) had some questions similar to the evaluation questionnaire for triangulation

purposes; however, the focus of the other FGD questions was on the quality of the inputs campaign.

2.2.4 EVALUATION TEAM COMPOSITION AND TRAINING

The Evaluation Team comprised 17 members, 12 of whom were data enumerators, 4 supervisors and 1 data

entry officer (Appendix 3). These were non-project staff hired specifically for the assignment, most of whom

had a lot of experience implementing similar tasks. Fluency in at least one of the three major languages

spoken in the project regions, familiarity with prevailing culture, and education level were the other selection

criteria besides experience.


The team was taken through a 3.5-day (19–22 November, 2014) training from ACDI/VOCA offices in Addis

Ababa prior to fieldwork. The topics/sessions covered during the training were:

Introduction to the AGP-AMDe project

Introductions to BCC and the project’s inputs campaigns

Objectives of the BCC evaluation training

Survey techniques and approaches with focus on how to conduct interviews, Do’s & Don’ts and bias

in data collection

Review of data collection tools (questionnaire and FGD guide)

Translation of the questionnaire into the three major languages

Data collection role play

Data collection pretest

Fieldwork logistics, including the roles and responsibilities of the various survey team members and

respondent sampling, among others.

Questionnaire pretesting was conducted on the third day of the training in a farming community at the

outskirts of Addis Ababa. Findings from the pretest, together with the role play, were used to improve on the

questionnaire and fieldwork logistics.

2.2.5 FIELD DATA COLLECTION

As per the design, the evaluation team was divided into four groups, each covering one project region and

collecting household data from respondents in all three of the treatment conditions in a region. Each of the

four teams had a supervisor, three enumerators and one driver.

The teams departed from Addis Ababa to the regions on Sunday, 23 November 2014, with all except the

Tigray team reaching their destinations on the same day and making appointments in readiness for field data

collection the following day. Field data collection continued until 30 November 2014 for the Oromia team,

which was the first to complete, and 2 December for the Tigray team, being the last to complete. The Danya

M&E Advisor had the overall coordination of the fieldwork and communicated regularly with regional team

supervisors and also travelled to the field and conducted discussions with regional team members on the

questionnaire and FGD returns in the field as part of quality control.

Besides having the overall responsibility for logistics and review of questionnaires on a daily basis, supervisors

also made appointments and facilitated FGDs in their areas together with one of their enumerators as the

other team members conducted household interviews.

2.2.6 DATA PROCESSING AND QUALITY CONTROL

Questionnaires were initially reviewed for completeness on a daily basis by all the team supervisors before

forwarding to the evaluation team coordinator for final verification. Any specific errors noted were shared

with individual enumerators, while general errors were communicated to all members of the four teams

through their supervisors. The evaluation coordinator also discussed all general and specific errors with all

team members during his visits to the field.

All completed questionnaires were finally reviewed by the evaluation coordinator, and open questions were

closed before handing them over to the data entry officer who was based in Addis Ababa. Although data


entry was done in Excel, the final clean data set was exported into Statistical Package for Social Sciences

(SPSS) software, version 22, for analysis.

The more qualitative data collected through FGDs was analyzed through batching into themes and results

used for further explanation and corroboration of the quantitative information from questionnaires.

To protect the privacy of the respondents and the confidentiality of their information, the data was analyzed

in aggregate form with no personal information entered into data files. The data files are stored in Danya’s

data storage system and password-protected. Access to the data is closely restricted.

2.3 STUDY LIMITATIONS The findings, conclusions and recommendations from this evaluation are dependent on the following

limitations:

Due to the mobile nature of the farmers within and across the Woredas, chances of contamination

among the treatment groups (E1 and E2) were possible.

The study was conducted more than 2 months after the end of the campaigns, potentially

introducing a respondent recall bias, especially for the radio campaign.

The distribution approaches used in the inputs campaigns (radio, Godjo tents, SMS, music events

and print materials distributions) were either unevenly applied across the four regions or were

conducted at different times, which may explain some of the regional differences.

The adoption or learning of improved agricultural practices may not be solely attributed to specific

BCC inputs campaigns alone but through a combination of interventions from Regional

Governments, the AMDe project or other stakeholders.

All statistics are based on self-reporting, which is normally dependent on the perception of a

respondent on the evaluator/interviewer.


3. FINDINGS

3.1 RESPONDENTS’ DISTRIBUTIONS AND DEMOGRAPHICS A total of 481 respondents were reached during the survey, drawn from four regions: Amhara (25.1%),

Oromia (25.1%), SNNPS (24.9%) and Tigray (24.9%). The respondents were from 21 Kebeles, 17 Woredas

and 11 Zones within the four regions (Table 3).

Table 3: Percentage of Respondents’ Distribution by Woreda, Zone and Region

District % Zone % Woreda % (N=481)

Amhara 25.1% East Gojjam 12.6% Debbre Eliyas Enemay Mechakel

4.2% 4.2% 4.2%

West Gojjam 12.5% Bure Quaryt

4.2% 8.3%

Oromia 25.1% Arsi 4.2% Digalu Tijo 4.2%

East Wollega 12.5% Digga Jimma Arjo

4.2% 8.3%

North Shewa 4.2% Girar Jarso 4.2%

West Shewa 4.2% Bako Tibe 4.2%

SNNPR 24.9% Hallaba 8.3% Alaba Special 8.3%

Gedio 8.3% Gedeb 8.3%

Siltie 8.3% Mesrak Azernet Berbre Mirab Azernet

4.6% 3.7%

Tigray 24.9% Central Tigray 8.3% Ahferom 8.3%

West Tigray 16.6% Kafta Humera Tsegede

12.4% 4.2%

TOTAL 100.0% 100.0% 100.0%

The respondent population was made up of 79.5% males and 20.5% females. Among the respondents who

accepted giving their ages (96.9%), the ages ranged from 18 to 80 years. When categorized, 92.3% of the

respondents were in the 18–60 productive

age category (Figure 2).

Most of the respondents were married

(94.2%), although 2.1% were single, 1.7%

widowed, 1.5% divorced with less than

1% separated.

In terms of education level, approximately

two thirds (66.8%) of the respondents had

attained some form of education, out of

whom 50.3% had primary level, 11.9%

secondary, while 2.1% had attained

college/university-level education; 2.5%

0

5

10

15

20

25

30

35

18-30 31-40 41-50 51-60 61-80

% o

f R

esp

on

de

nts

in A

ge C

ate

gory

Age Categories in Years

Figure 2: Respondents' Age Distribution


of the respondents attended adult literacy classes. The remaining 33.2% of the respondents had not attained

any level of education.

A total of 83 people took part in the 8 FGDs: 38 males and 45 females. Out of the 8 FGDs, 3 were male

only, 3 female only, while the remaining 2 conducted in the Oromia region were mixed.

Table 4: Distribution of Occupation of the Respondents

Occupation Percent (N=481)

Crop production 98.8%

Business/petty trade 1.0%

Livestock keeping 0.2%

The majority (98.8%) of the household study team was engaged in crop production as their main occupation,

and a very small percentage was in livestock keeping or business (Table 4).

On average, 85% of all the respondents were members of a farmer group, cooperative society or an

association. Slightly more respondents in the areas targeted by the project were members of farmer groups

compared to those in non-project-supported areas (Table 5).

Table 5: Respondents Group, Cooperative Society of Association Membership

Respondent Category

Percent Membership of Farmer Group/ Association ( N=481)

Yes No

Farmers who have not been exposed to project interventions and BCC campaigns

76.5% 23.5%

Farmers who have been exposed to project interventions but not to BCC campaigns

89.9% 10.1%

Farmers who have been exposed to project interventions and to BCC campaigns

88.8% 11.2%

AVERAGE 85.0% 15.0%

Of all the farmers who were members of a farmer group or association, 14.6% had leadership roles in their

groups, most of them (84.3%) being male. The project farmers who had been exposed to BCC campaigns

(20.5%) had more group members in leadership within their groups compared with project farmers who did not

receive BCC campaigns (15.2%) and farmers who had not been exposed to project activities and BCC (8.0%).

This is probably because the project is designed to work with group members via PCs and FCUs.

3.2 LANGUAGE AND MEDIUM OF COMMUNICATION Although Amharic is the main language of communication by most respondents (27.9%) across the four

target regions, Afanoromo (25.2%) and Tigrinya (25.2%) followed closely as the communication language of

choice in Oromia and Tigray regions, respectively. However, in SNNPR, Gediogna, Halabigna/Habesha and

Siltegna were cited as the main languages for communication among the targeted study Woredas.

Differences were noted in terms of media or preferred channels of communication in the four study regions

(Table 6). Across the study area, radio (44.0%) and community meetings/cultural events (43.4%) are the two

preferred communication channels. The others were mobile phone (6.7%) and television (5.2%). Other media


channels were cited by less than 1.0% of the respondents. However, community meetings/cultural events

(52.0%) was reported to be the communication channel or media most effective in delivering agricultural

practice messages. This was followed by radio (35.9%), TV (7.7%) and mobile phone (3.0%).

Results from individual household interviews were corroborated by FGD findings. For example, during one

of the FGD sessions in Girar Jarso Woreda, Oromia region, a respondent reported that “The use of community

meetings organized at the Kebele level and facilitated by Agricultural Extension Workers or DAs [Development Agents] is the

best channel to deliver good agricultural practices messages to farmers.” In Amanuel Woreda, Amhara region, FGD

participants suggested a peer-to-peer approach during community meetings, such as the monthly religious

rituals, “YeMariam mahiber,” a village-level association of community members to commemorate St. Mary’s

day monthly by followers of the Ethiopian Orthodox Church.

Table 6: Top Four Common Types of Communication Channels by Region

Region

Percentage who Preferred the Communication Channel (N=481)

Community Meetings/ Cultural Events

Radio Mobile Phone Television

Amhara 91.8% 5.7% 0.8% 0.8%

Oromia 39.2% 60% 0% 0%

SNNPR 28.3% 71.7% 0% 0%

Tigray 14.3% 38.7% 26.1% 20.2%

AVERAGE 43.4% 44.0% 6.7% 5.2%

They recommended the following channels to ensure that even the busy and illiterate women who cannot

read printed materials will still be exposed to such messages (Table 7).

Table 7: Top Four Common Channels for Delivering Agricultural Messages by Region

Region

Percentage who Preferred the Communication Channel (N=481)

Community Meetings/ Cultural Events

Radio Mobile Phone Television

Amhara 89.3% 6.6% 0% 2.5%

Oromia 74.2% 22.5% 0% 0.8%

SNNPR 28.3% 70% 0% 1.7%

Tigray 15.1% 44.5% 11.8% 26.1%

TOTAL 52% 35.9% 3% 7.7%

Although averages for the four regions have been presented, mobile phones and television were

predominantly cited as media of choice for general communication or effective delivery of agricultural

messages by respondents in the Tigray region. During an FGD at Maikadera Kebele, Tsegede Woreda of

Tigray region, about half of the 10 participants reported that they own TVs and attribute the high ownership

to availability of electricity. They reported that they prefer TV for delivery of good agricultural practices since

“seeing is believing,” they concluded.

3.3 CURRENT AGRICULTURAL TECHNOLOGY PRACTICES To establish the current status of agricultural practices in place in the study area, respondents were asked

whether they were implementing any of the eight common practices, including the use of farm inputs


promoted by the AMDe project through BCC campaigns. Table 8 presents the proportion of farmers who

were practicing the technologies by study category.

The percentage of farmers already implementing some of the farming practices is relatively high, especially

the farming practices promoted by the BCC campaigns, which had already been completed.

When farmers who reported practicing any of the three farming technologies promoted by the project’s BCC

inputs campaign were asked for evidence, 63.6% who reported planting of improved seeds, 58.8% who

reported use of fertilizer and 21.4% who reported use of blended fertilizer had some form of evidence.

Types of evidence reported for verification of whether a technology was being implemented include:

Availability of purchase receipts

Availability of empty bags/packets or containers for the inputs

Table 8: Proportion of Farmers Currently Implementing Certain Farming Practices by Study Category

Farming Practice

Percentage Currently Implementing Farming Practice by Study Category (N=481)




Early land preparation 74.1% 74.1% 75.7%

Line planting 63.6% 61.4% 69.6%

Planting improved seeds 63.6% 71.5% 80.7%

Use of fertilizers 74.7% 76.6% 78.9%

Use of blended fertilizer 12.3% 15.2% 45.3%

Modern storage of produce 52.5% 54.1% 58.9%

Joint/group crop marketing 38.2% 47.8% 55.8%

Post-harvest handling 64.1% 61.4% 60.7%

Availability of remains of seeds and fertilizer that had been used

Registry records from the PC/FCU

Third-party verification from neighbors and local agricultural bureaus who had seen them applies the

inputs.

3.4 RADIO AND MOBILE PHONE COVERAGE


As presented in section 3.2,

radio is one of the two most

important medium for general

communication or

recommended for passing on

good agricultural practice

information in all four regions.

Therefore, radio accessibility

among the target communities

is important. To address

accessibility, respondents were

asked whether they owned a

functional radio at home or if

they could access a radio or

radio alternatives on a regular

basis elsewhere. Findings

would form the basis for radio use in any BCC campaigns. About 65.5% of the population in the study area

owned a radio. However, in terms of regions, radio ownership was highest in SNNPR (84.2%) and lowest in

Amhara (45.1%). Oromia and Tigray had radio ownership coverage of 75.0% and 58.0%, respectively. Radio

ownership by Woreda is presented in Figure 3.

Among those not owning any working radio in their homes, 31% reported that they could access radio or an

alternative source somewhere else on a regular basis. Neighboring homes and mobile phones were reported

as alternative sources for radio access.

Radio station preference varied by region. It is only the national Ethiopian radio station that had a listenership

in all of the four regions, although only 17.3% of the respondents cited it as the radio station they listen to

most. The list of the top radio stations preferred by region is presented in Table 9.

Table 9: Radio Station Preference by Region

Region Radio Station in Order of Preference

Amhara 1. Amhara Radio, 2. Ethiopian Radio

Oromia 1. Oromia Radio, 2. Ethiopian Radio, 3. Fana Radio

SNNPS 1. Debub Radio, 2.Ethiopian Radio, 3. Fana Radio

Tigray 1. Dimitse Woyane Radio, 2. Ethiopian Radio

In most of the FGDs, 6:00–9.00 pm was reported to be the best time for listening to radio programs among

the farmers.

Language (27%) was reported as the dominant factor among the more than 10 factors used when making

choices on radio station preference. The other factors cited across the study area include:

Information about farming and development (16.7%)

Coverage of local issues (10.4%)

Clear transmission (7.9%)

Being the only one accessible (5.6%)

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Ah

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Ala

ba

Spec

ial

Bak

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ibe

Bu

re

De

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liyas

Dig

allo

Tijo

Dig

ga

Enem

ay

Ged

eb

Gir

ar J

arso

Jim

ma

Arj

o

Kaf

fta

Hu

mer

a

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srak

Aze

rne

t…

Me

chak

el

Qu

ryt

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ged

e

Mir

ab A

zern

et

% o

f R

esp

on

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nts

wh

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wn

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ork

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Rad

io

Woreda

Figure 3: Radio Ownership by Woreda


Other factors, including perceived trust or truthfulness of programs aired, reliability of a radio station,

broadcast of live soccer and ability to air technology-focused and savings/credit information programs, were

also cited but by less than 1% of respondents.

General agriculture or farming, news, music and development were cited as favorite programs in radio

stations.

Based on data from sample group respondents, mobile phone ownership was 69.2% across the study area. Of

those who did not own functional mobile phones, 64.1% could access a phone to make calls or receive

messages on a regular basis, mainly from relatives and neighbors. These mobile phone penetration figures are

substantially higher than data for Ethiopia including Ethio Telcom figures, World Bank Doing Business

Indicators and independent research, which put mobile phone penetration closer to 30% in 2013/2014. The

notable discrepancy might be explained by several factors: 1.) Ethiopia’s mobile phone penetration numbers

are increasing rapidly. From 2010-2013, ownership went from 8% to 27% according to the World Bank.

Thus, data collected in 2012/2013 may be substantially

below current penetration figures, 2.) It is possible that

a number of respondents equated “access to” to

mobile phones with “ownership” or respondents’

answers were aspirational rather than accurate. 3.) The

selected Woredas also include some high volume

market areas where mobile phone ownership might be

higher than the national average. 4.) Survey

respondents were mostly men (84%), where men

control finances and household assets and it is likely

that respondents were more likely to have phones than

would be the case if the respondent pool was evenly

divided between men and women.

3.5 BCC INPUTS CAMPAIGNS The BCC inputs campaigns used three different approaches: print materials, radio and SMS. Print materials

were further grouped into fliers, posters and pocket guides targeting the four value chains in the three main

languages. The print materials were distributed directly to individual farmers, FCUs, PCs, government

agriculture offices, cultural music events and community events where the Godjo was set up.

3.5.1 REACH OF BCC INPUTS CAMPAIGN MESSAGES

To assess the reach of the BCC inputs campaigns in the target community, respondents were asked if they

were ‘aware’ of all or some of the specific campaigns that had been implemented by the project.

When asked whether they had seen, heard or received messages on farming inputs from the AGP-AMDe

project during the last farming season, from April–September, 2014 period, 31.9% (or 1,827,350 farmers)

reported to have been reached with the BCC inputs campaign messages. In terms of regions, Oromia (35.7%)

had the highest number of respondents reached with the campaigns, while Amhara reported the lowest with

27.1% (Figure 4).

Reach was measured in terms of those who reported to have seen print materials, received SMS or heard

messages through radio. Tables 10 and 11 are a summary of percentages reached with messages for the two

27.10%

35.70%31.30% 33.80%

0.00%

10.00%

20.00%

30.00%

40.00%

Amhara Oromia SNNPS Tigray

Pe

rce

nt

Re

ach

ed

Region

Figure 4: Percentages Reached with BCC Inputs Campaign Messages by Region


inputs: improved seeds and fertilizer by region and study category. As would be expected, more respondents

in the project sites that had been exposed to BCC campaigns were reached. However, Table 11 also shows

that several farmers in the project areas that had not been exposed to BCC and even some in non-project

areas were reached with some of the BCC inputs campaign messages.

Table 10: Percent Reached with BCC Campaigns by Region

BCC Inputs Campaign Respondents Reached (N=481)

Amhara Oromia SNNPR Tigray Average

Promotion of the use of improved seeds 22.1% 32.5% 30.8% 33.6% 29.7%

Promotion of the use of fertilizer 10.3% 22.3% 24.7% 28.5% 21.4%

More farmers were reached with BCC messages promoting the use of improved seeds compared to those

reached with messages promoting the use of fertilizers. Although most of the respondents reached with the

campaigns were in the project areas where the campaigns were conducted, some farmers were also reached in

the other two study category areas since some of the approaches used in the BCC campaigns, including music

events, radio and Godjo tents set up, had no clear-cut boundaries.

Regarding specific BCC inputs campaigns, print materials messages on the use of improved seeds reached the

highest number of respondents (29.7%) followed by print materials messages on using fertilizer (21.4%). SMS

for promotion on the use of improved seeds reached the lowest population of 0.5%.

3.5.2 REMEMBER, BELIEVE AND PRACTICES BEHAVIORS PROMOTED BY BCC INPUTS

CAMPAIGNS

After the general “reach” questions, respondents were subsequently asked questions relating to:

Remembering any of the messages

Believing the messages

Practicing the behaviors promoted by the messages

Tables 11 and 12 presents data on the percentage reached (aware), believe and practicing by study area

category for the use of improved seeds and use of fertilizer, respectively.

Table 11: Percent Reached, Remember, Believe and Practice Use of Improved Seeds Messages Due to BCC by Study Category

Study Category Number Reached (N=481)

Aware Remember Believe Practice


4.5% 3.1% 0.9% 0.7%


21.2% 15.7% 8.6% 2.9%


63.4% 33.1% 26.8% 6.0%

AVERAGE 29.7% 17.3% 12.1% 3.2%


Table 12: Percent Reached, Remember, Believe and Practice Use of Fertilizer Messages Due to BCC by Study Category

Study Category Percent on Promotion of Use of Fertilizer (N=481)

Aware Remember Believe Practice


2.2% 1.7% 1.1 0.7%


7.8% 4.9% 2.8% 1.6%


54.2% 30.9% 19.5% 5.0%

AVERAGE 21.4% 12.5% 7.8% 2.4%

As indicated earlier, more farmers in the project area who were exposed to BCC campaigns for promotion of

the two inputs were aware, could remember, believe and practiced the promoted behaviors compared to

farmers in the other two study categories (Tables 11 and 12). From most of the FGDs, participants reported

that they would believe and practice the messages promoted by the BCC campaigns.

An FGD respondent in Woreie Kebele, Tsegede Woreda of Tigray Region reported that “We will be able to

follow the advice of the campaigns because we are so sure that the government and NGOs like VOCA always make an effort to

improve the lives of farmers.”

According to another FGD respondent in Amora Kebele, Misrak Azernet Woreda of SNNPR, “Whenever a

farmer believes some message, he will follow the advice especially if he can see benefits or profits from his neighbors.”

About 5.4% of the respondents reported that they knew fellow farmers who did not follow advice from the

inputs campaigns. The main reasons given for not following advice of the campaign messages include:

Lack of clear understanding of the messages partly because some were not able to read

They did not believe due to lack of examples

Lack of money to buy the inputs so did not see the need

Line planting is tedious

According to an FGD respondent in Girar Jarso Woreda, Oromia region, some of the farmers who saw

wheat seeds on posters doubted whether a combination of the improved seeds and fertilizer could yield the

seeds they were seeing. Farmers attending an FGD in Girar Jarso Woreda reported that during the previous

planting season, improved seeds were distributed to them through their FCU after the planting season was

over, highlighting the need for knowledge of planting seasons of the various value chains in different parts of

the country and timeliness for provision of farm inputs. However, they confirmed that the FCU was not

associated with the AGP-AMDe project.

Continuity and sustainability through support from DAs was reported to be crucial. FGD respondents in

Maikadera Kebele, Tesgede Woreda of Tigray region reported that “Although we can believe good agricultural

practices promoted by the BCC inputs campaigns, we need sustainable support from our local development agents.”


When asked to propose measures that should be taken to enable farmers to readily follow advice of such

campaign messages, “Increase of awareness through additional campaigns” was cited by the highest number

of respondents (9.5%). The other suggestions were:

Pass the message to farmers through community meetings

Use model farmers to encourage experience sharing to clearly show examples of the promoted

technologies

Use more pictures and bold

writings, especially for those who

cannot read well

Conduct repeated training to

farmers in groups

Provide a timely supply of blended

fertilizers and improved seeds

Increase accessibility of the inputs

Give credit for farm inputs

Follow up by agricultural experts

Follow government’s 1 to 5

organized structures in the

community

During an FGD at Digalu Tijo Woreda, Oromia region, it was reported that blended fertilizer distributed by

the Galema FCU was not adequate. Further, the need for continuous training and demonstrations in farmer

training centers (FTCs) was recommended by FGD participants in Tsegede Woreda of Tigray region.

3.6 IMPROVED AGRICULTURAL PRACTICES LEARNED FROM AGP-

AMDe PROJECT Of the respondents across the study area, 17.9% reported to have learned some new skills or technologies on

improved agricultural practices promoted by the project’s BCC campaigns. Use of improved seeds, use of

fertilizer or blended fertilizer and line planting are the three technologies reported to have been learned by

most farmers.

On average, 5.8% of the farmers reported to have used fertilizer/blended fertilizer or planted improved seeds

based on the promotion by the BCC inputs campaign.

The blended fertilizer production and distribution is an Ethiopian Government initiative that is being

implemented in the four AGP regions. Beginning in mid-2014, the fertilizers were distributed in selected

Woredas with BCC interventions aimed to create demand among farmers for this new technology.

Print materials (15.4%) were the main source of the improved agricultural practices learned through the BCC

campaigns (Figure 5). This was closely followed by Godjo tents, while SMS was cited by the lowest number

of respondents. FCU/PC officials and community meetings were cited as other sources of learning where

respondents were exposed to BCC campaign messages. Print materials were the only BCC inputs campaign

2.90%

15.40%

1.20%

8.50%

6.70%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Radio Printmaterials

SMS Godjotents

Musicevents

Perc

en

t R

ep

ort

ing

So

urc

e

BCC Message Source

Figure 5: Source of Improved Agriculture Practice Learned from BCC Campaigns


materials more widely distributed across the four regions. At least there were fliers, posters and pocket guides

for all four of the value chains promoted by the BCC inputs campaigns.


4. KEY FINDINGS AND LESSONS

LEARNED

Medium for dissemination of improved farming practice messages: Community meetings and radio are

the two most important media for general communication and passing of improved agricultural practices

followed by mobile phones and TV. However, inter-regional differences were noted; in Tigray, radio and

television were the media of choice compared with Amhara and Oromia, where community meetings were

preferred followed by radio. In the SNNPR, radio was cited as most important followed by community

gatherings during which lead farmers and DAs would share information on improved agricultural practices.

Local or regional radio stations are preferred mainly since they broadcast in local languages, which the

farmers can associate with and are therefore able to share regional news. Understanding a language within the

regions is crucial for BCC messaging using the regional radio stations.

Sources of BCC inputs campaign materials: Community structures at the Kebele level were identified as

appropriate in the implementation of BCC activities. The use of FCU and PC officials as the source of BCC

materials was recommended by some respondents. According to an FGD participant in Girar Jarso Woreda,

Oromia, “I learnt about the promotion of improved wheat seeds when I found posters or wheat seeds and

blended fertilizer posted in our FCU offices and we were given some of the posters to take home although

we had gone for other businesses.”

It was further recommended that for better exposure, sites such as schools should be included for

dissemination of BCC materials so that children can take messages to their parents and also promote

exposure of the messages to children early in their lives.

Sustainability of practices promoted by BCC campaigns: Several sustainability strategies were proposed,

including:

1. Government involvement. Information and direction from the government is taken seriously by

community members in Ethiopia. In Girar Jarso Woreda, Oromia region, it was recommended that

the AGP-AMDe project should ensure that Agricultural Extension Workers and Woreda

Administrators have details of the inputs promoted by the BCC campaigns: “These are the people we

shall go to for more information,” reported one FGD respondent. However, they further reported

that some of the Agriculture Extension Workers (or DAs) also need sensitization on the promoted

practices. According to an FGD respondent, “Some of the DAs do not believe some of the good

agricultural practices they convey to the farmers, such as line planting, ‘How will they convince farmers if

they do not believe?’ he posed.

The importance of government participation was further underscored during an FGD in Bure

Woreda, Amhara region. A respondent reported that he was keen to adopt BCC inputs campaign

messages since it was associated with the government he had an obligation to support whatever is

promoted by the government.


2. Use of lead farmers. The use of 1 to 5 farmer grouping structures was recommended by FGD

participants in Amora Kebele, Misrak Azernet Woreda and SNNPR. The structures, established by

the government in each Kebele, are premised on the fact that 1 lead farmer will support 5 other

farmers through sharing of improved agricultural practices and other development-related

information. The group recommended that BCC campaign awareness would be enhanced through

sensitization of lead farmers.

3. Integration of BCC campaigns with other activities. Some respondents reported that despite

receiving the useful BCC messages, they could not practice what they learned since the campaigns

were not accompanied with the distribution of improved seeds and blended fertilizers in their area.

“We need the inputs to enable us [to] practice what we have learned; otherwise, farmers will lose

trust in the messages,” reported an FGD respondent in Digga Woreda. Therefore, there is need for

closer collaboration with the FCUs and the MoA when planning for the BCC campaigns.

4. BCC campaign timing. Variation in planting season for the different value chains should be noted

while planning for the BCC campaigns. This could have led to complaints by some farmers in

Oromia and Amhara regions who reported that some campaign materials were brought long after the

activities promoted had been implemented.

5. Women’s involvement. Difficulty was encountered in including a sufficient number of women in

the study sample, especially the individual household interviews where just about 20% of the

respondents were women. In Amhara, it was reported that it was not possible to include a sufficient

number of women respondents since even some of the women who were approached for interview

declined because they felt that it was the responsibility of the male head of a household to respond to

such questions. The number of women who were group members and those in leadership positions

was low across the four regions. Probably this trend will change with the gender campaigns launched

by the AGP-AMDe project toward the end of 2014.


5. RECOMMENDATIONS AND

CONCLUSIONS

Involvement of government officials: There is need to train and build the capacity of Agriculture

Extension Workers (or DAs) on how to inform, educate and promote appropriate agricultural practices using

evidenced-based BCC approaches. This could be done by further involving them in the planning,

development and execution of the next inputs promotion campaign.

Intensity of BCC campaigns: A higher percentage of farmers reported that they would likely practice

behaviors if they were exposed to multiple BCC mediums. For BCC to be most effective, it is important to

ensure that as many households as possible are exposed to multiple campaign messages.

The recommended time for radio listening among the target households is 6:00–9:00 pm. Although the

timing for the BCC inputs campaign through the radio was done from 7:30–8:00 pm, the radio messaging was

done only twice through one station. Since radio is the second most important channel recommended for

dissemination of improved agricultural practices, the number of radio programs should be increased through

the three major regional radio stations and Ethiopian broadcasting cooperation station. The other BCC

campaign strategies, such as music events, Godjo tents, and SMS, should be applied evenly across the regions

to get better results and to enable any comparisons of the uptake of all or some of the strategies.

Adoption of improved agricultural practices through BCC campaigns is enhanced when:

Graphically enhanced print materials are supported by community meetings and radio to disseminate

messages.

Government is intensively involved at all levels (from Kebele to Woreda to region and finally to

federal), the DAs are actively involved in all stages of implementation and religious institutions are

involved to disseminate or validate messaging whenever possible. This is very challenging to

accomplish, but is worth the effort.

Local language is used.

Exposure to the BCC messages promoted happens in a timely manner before the seasonal farming

activity.


REFERENCES

1. Federal Democratic Republic of Ethiopia, Office of Population and Housing Census Commission Central

Statistical Authority, November 1998, Addis Ababa.

2. Roderick Grierson and Stuart Munro-Hay, The Ark of the Covenant, 2000, published by Phoenix, London,

UK, ISBN 0753810107.

3. Retrieved from http://esa.un.org/unpd/wpp/index.htm.

4. Initial BCC Interventions’ Effectiveness Assessment Report – NAFAKA Project (2013, November 5).

APPENDICES

USAID ETHIOPIA / AGP-AMDe PROJECT APPENDIX 1

APPENDIX 1: BCC CAMPAIGN EFFECTIVENESS EVALUATION

QUESTIONNAIRE

INSTRUCTIONS TO THE ENUMERATORS

Introduce yourself and then state the purpose of your visit.

Verify that you are in the right household as per the sampling sheet (project sites).

Verify that you are about to interview the right respondent as per the sampling sheet (project sites).

Move to the next household (if not in the list) in case you miss the sampled respondent.

Ask for permission to start the interview.

SECTION 1: BASIC INFORMATION

Date _____________________ (dd/mm/yy) Questionnaire No. ___________________

Region ____________________ Zone ________ Woreda ___________________________

Kebele ____________________ FCU ________ PC ______________________________

Respondent Category (choose one):

1. Project Farmers who received BCC campaigns

2. Project Farmers who did NOT receive BCC campaigns

3. Farmers who have not been exposed to project activities and BCC

SECTION 2: DEMOGRAPHICS

1. Verify the sex of the respondent: A. Male B. Female

2. How old are you? ______________________________________ (age in years)

3. What is your marital status? (choose one)

A. Single B. Married C. Divorced D. Widowed E. Separated

4. What is the highest level of education you attained? (choose one)

A. Primary B. Secondary C. College/University D. None E. Others; specify: ________________________________________________________________

APPENDICES


5. What is your main occupation? (probe and choose one) A. Crop production B. Livestock keeping C. Business/petty trade/trade D. Others; specify: ________________________________________________________________

6. Are you a member of any farmer group, cooperative or association?

A. Yes B. No __________________________________ Go to Q 9

7. If you are a member in any farmer group, cooperative or association, do you have a leadership role?

A. Yes B. No __________________________________ Go to Q9

8. If you have a leadership role, what is your position? (prompt and choose one) A. FCU Official B. PC Official C. Any other group member D. None

9. What is the main language of communication in this area (Kebele/Woreda?)(choose one) A. Amharic B. Tigrinya C. Afanoromo D. Others; specify: ________________________________________________________________

SECTION 3: GENERAL COMMUNICATION

10. Which is the most widely used type of communication channel/media by the community in this area? (choose one) A. Radio B. TV C. Mobile phone D. Community meetings/cultural events E. Coffee ceremonies F. Print materials (e.g., leaflets, brochures, fliers, posters, newspapers) G. Others; specify: ________________________________________________________________

11. Which communication channel do you believe is most effective for delivering messages on good

agricultural practices in this area? (choose one) A. Radio B. TV C. Mobile phone D. Community meetings/cultural events E. Coffee ceremonies F. Print materials like leaflets/brochures, fliers, posters, newspapers, etc. G. Others; specify: ________________________________________________________________

APPENDICES


12. Do you practice any of the following in your farming? (prompt and select all applicable)

Farming Practice Currently Practice?

Yes No

Early land preparation

Early planting

Line planting

Planting of improved seeds

Use of fertilizers

Use of blended fertilizers

Weeding

Irrigation

Contour farming

Proper/modern storage

Joint/group crop marketing

Crop value addition

Post-harvest handling

13. Where did you learn the following farming practices? / Source of information (prompt)

Farming Practice Source of Information (only the one main source = organization, place, individual, etc.)


Use of fertilizer

Use of blended fertilizers

14. If practiced any in 12 above, ask to share/show evidence of undertaking the farming practices during the

last/current farming season.

Farming Practice

Evidence Shared/ Observed Type of Evidence

Yes No


Use of fertilizer

Use of blended fertilizer

SECTION 4: RADIO/MOBILE COMMUNICATION

15. Do you own a working radio in your home?

A. Yes __________________________________ Go to Q17

B. No

16. Do you have access to a working radio or radio alternative somewhere else on a regular basis?

A. Yes; please specify: _________________________________________________

B. No

APPENDICES


17. Which radio station do you listen to most often? (list one)

________________________________________________________________________________

18. What is your main reason for preferring the radio station above?

________________________________________________________________________________

19. What is your favorite radio program on that station?

________________________________________________________________________________

20. Do you own a functional mobile phone?

A. Yes __________________________________ Go to Q22

B. No

21. Do you have access to a phone to make calls or receive messages on a regular basis?

A. Yes; please specify: ____________________________________________________________

B. No

SECTION 5: AGP-AMDe BCC CAMPAIGNS

(Make a brief background explanation of the BCC campaigns already conducted by the project.)

22. Did you see, hear or receive any farming practice messages from the AGP-AMDe project during the last

farming season? (Prompt for period May –September, 2014)

A. Yes

B. No

Are you aware of any of the following campaigns conducted by the USAID AGP-AMDe project? (Prompt to

the respondent one by one)

BCC Campaign Yes No

Promotion of the use of improved seeds through print materials (fliers, posters, pocket guides)?

Promotion of the use of improved seeds through SMS?

Promotion of the use of improved seeds through Godjo tents?

Promotion of the use of improved seeds through radio?

Promotion of the use of improved seeds through musical events?

Promotion of the use of fertilizer through print materials (fliers, posters)?

Promotion of the use of fertilizer through SMS?

Promotion of the use of fertilizer through pocket guides?

Promotion of the use of fertilizer through Godjo tents?

Promotion of the use of fertilizer through radio?

Promotion of the use of fertilizers through musical events?

APPENDICES


5.1 PRINT MATERIALS

23. Which of the following BCC campaign materials have you ever seen?

BCC Campaign Material Yes No Where Did You See the Material?

Posters on the use of improved wheat seeds

Posters on the use of improved maize seeds

Posters on the use of improved chickpea seeds

Posters on the use of improved sesame seeds

Fliers on the use of improved wheat seeds

Fliers on the use of improved maize seeds

Fliers on the use of improved chickpea seeds

Fliers on the use of improved sesame seeds

Posters on the use of fertilizer in wheat

Posters on the use of fertilizer in maize

Posters on the use of fertilizer in chickpea

Posters on the use of fertilizer in sesame

Fliers on the use of fertilizer in wheat

Fliers on the use of fertilizer in maize

Fliers on the use of fertilizer in chickpea

Fliers on the use of fertilizer in sesame

Pocket guides on the use of fertilizer in wheat

Pocket guides on the use of fertilizer in maize

Pocket guides on the use of fertilizer in chickpea

Pocket guides on the use of fertilizer in sesame

24. Can you remember the main messages of the following BCC campaign materials?

BCC Campaign Message Yes No What Message Can You

Remember?







Fliers on the use of improved chickpea seeds









APPENDICES







25. Did you believe the BCC campaign messages in the following materials?

BCC Campaign Message Yes No If No, Give Reasons







Fliers on the use of improved Chickpea seeds














26. Do you know anyone/farmer who did not believe the campaign messages?

A. Yes

B. No __________________________________ Go to Q28

27. What was the main reason for those who did not believe the campaign messages?

________________________________________________________________________________

28. If you believed the messages, have you followed the advice of the campaign messages in the following

materials?

APPENDICES


BCC Campaign Yes No If Yes, What Made You Follow The

Advice?

Posters on use of improved wheat seeds

Posters on use of improved maize seeds

Posters on use of improved chickpea seeds

Posters on use of improved sesame seeds

Fliers on use of improved wheat seeds

Fliers on use of improved maize seeds

Fliers on use of improved Chickpea seeds

Fliers on use of improved sesame seeds

Posters on use of fertilizer in wheat

Posters on use of fertilizer in maize

Posters on use of fertilizer in chickpea

Posters on use of fertilizer in sesame

Fliers on use of fertilizer in wheat

Fliers on use of fertilizer in maize

Fliers on use of fertilizer in Chickpea

Fliers on use of fertilizer in sesame

Pocket guides on use of fertilizer in wheat

Pocket guides on use of fertilizer in maize

Pocket guides on use of fertilizer in chickpea

Pocket guides on use of fertilizer in sesame

29. Do you know any farmers who did not follow the advice from the campaign messages?

A. Yes

B. No __________________________________ Go to Q31

30. Why are some farmers not following the advice of campaign messages from the above materials?

________________________________________________________________________________

31. What should be done to the messages so farmers would be more likely to follow the advice?

________________________________________________________________________________

5.2 RADIO/PHONE CAMPAIGNS

32. Have you ever heard any radio messages on good farming practices by the USAID AGP-AMDe project?

A. Yes

B. No __________________________________ Go to Q38

33. List the radio station from where you heard the AMDe project BCC messages.

________________________________________________________________________________

34. Can you remember the AMDe-related messages from the radio?

A. Yes

B. No __________________________________ Go to Q40

APPENDICES


35. What were the USAID AGP-AMDe project radio messages about? (tick all that apply)

A. Use of improved seeds

B. Appropriate use of blended fertilizers

C. Others; specify:

36. Did you believe the radio campaign messages on the:

Radio/Phone Campaign Yes No If No, Give Reasons

Use of improved seeds?

Appropriate use of blended fertilizers?

37. If you believed the messages, have you followed the advice of the campaign messages on?

Yes Explain Why No Explain Why



38. Do you know of any farmers who did not follow the advice of the radio messages? A. Yes B. No _________________________________ Go to Q40

39. What could be done to convince other farmers to follow the advice of the radio campaign messages? ________________________________________________________________________________

40. Have you ever received USAID AGP-AMDe project-related message(s) on SMS? A. Yes B. No _________________________________ Go to Q47

41. Can you remember the AMDe project SMS messages? A. Yes B. No _________________________________ Go to the end?

42. What were the AMDe SMS messages about? (select all that apply)

A. Use of improved seeds B. Appropriate use of blended fertilizers C. Others; specify: ________________________________________________________________

43. Did you believe the SMS campaign messages on?

SMS Campaign Yes No If No, Give Reasons



APPENDICES


44. If you believed the messages, have you followed the advice of the SMS campaign messages on the?

Yes Explain Why No Explain Why



45. Do you know of farmers who do not follow the advice of the SMS campaign messages?

A. Yes

B. No _________________________________ Go to Q47

46. What could be done to convince other farmers to follow the advice of the SMS campaign messages?

________________________________________________________________________________

47. Have you learned any improved agricultural practice(s) promoted by the USAID AGP-AMDe project’s

BCC messages in the past year?

A. Yes

B. No _________________________________ End the interview

48. List any one good agricultural practice you have learned/practiced over the last year based on the BCC

campaigns.

________________________________________________________________________________

49. What was the source of the improved agricultural practice you learned from the USAID AGP-AMDe

project in the past year?

A. BCC campaign radio talk show

B. BCC campaign print materials (poster, flier)

C. BCC campaign SMS message

D. Godjo tents

E. Music events

F. Don’t know

G. Others; specify: ________________________________________________________________

Thank the respondent.

Review the questionnaire for completeness.

Name of Enumerator: __________________________________________________________________

Signed: _____________________________________________________________________________

APPENDICES


APPENDIX 2: BCC CAMPAIGN EFFECTIVENESS EVALUATION FGD GUIDE

INSTRUCTIONS TO THE INTERVIEW TEAM

Once the 8–15 respondents are assembled, preferably seated in a circular arrangement, introduce

yourselves clearly, being culturally sensitive.

Briefly explain the objective of the exercise and quickly build rapport with the team: The exercise

aims at assessing the effectiveness of BCC campaigns organized by the AGP-AMDe project in

promoting marketing and adoption of improved agricultural practices behavior.

Remind the respondents that:

They will remain anonymous, no personal information will be used, and no names will be taken.

All information provided will be treated with confidentiality.

The exercise is going on simultaneously in the other Woredas and Regions where the AGP-AMDe

project is implemented.

Request active participation by ALL; all participants’ answers will be critical.

The findings will help the project to support them better.

You will give them time to ask any questions at the end of the interview.

BASIC INFORMATION

Date _____________________ (dd/mm/yy) FGD No. __________________________ of

Facilitator _________________ Name of Note Taker _________________________________

Region _______________ Zone _______________ Woreda ________________________

Kebele ____________________

DEMOGRAPHICS

1. No. of males _________________ No. of females _________________ Total _________________

2. Age category _________________ Education level _________________ Marital status ____________

3. Main occupation _________________________________________

4. Main language of communication _____________________________________

GENERAL COMMUNICATION

5. Which type of communication channel/media is common in your area? _____________ 6. Which communication channel/media do you think is appropriate in delivering messages about good

agricultural practices in this village? ____________________________________ Why do you prefer this channel/media?___________________________________

PRINT MEDIA

7. Have you ever seen any of these materials before? (Show materials to the respondents one by one;

Probe for)

APPENDICES


Posters on the use of improved seeds for maize, wheat, chickpea or sesame?___________

Fliers on the use of improved seeds for maize, wheat, chickpea or sesame?__________

Pocket guides on the use of improved seeds for maize, wheat, chickpea or sesame?__________

Posters on the use of fertilizer/blended fertilizers on maize, wheat, chickpea or sesame?__________

Fliers on the use of fertilizer/blended fertilizer on maize, wheat, chickpea or sesame?__________

Pocket guides on the use of fertilizer/blended fertilizer on maize, wheat, chickpea or sesame?

__________

8. Where do you remember seeing the materials? __________________ (Probe for Godjo tents and music events)

9. What were the main messages of the materials? (List by material as in #8 above)

10. After seeing the materials, do you believe their messages? (List by material as in #8 above)

11. For those who believed (Yes), were you able to follow the advice(s) of the messages?

12. For those who did not believe (No), what could be done to make farmers follow the advice(s) of the

messages?

13. What did you do to try the advice(s) of the messages?

RADIO/SMS/MUSIC EVENT

14. How many of you have a working radio in your home? ______________________________________

15. How many of those who do not have radio at home access a working radio somewhere else on a regular

basis? ____________________________________________________________________________

16. Have you ever heard any AGP-AMDe-related message(s) on the radio? _________________________

17. What did the message(s) say? __________________________________________________________

18. Did you believe the messages? _________________________________________________________

19. Why or why not? ___________________________________________________________________

20. Were you able to follow the advice of the message(s)? _______________________________________

21. Why or why not? ___________________________________________________________________

22. If you followed the advice, what did you do to try the advice of the message(s) (probe):

23. Any other comment on how to improve the radio messages in promoting good agricultural practices?

________________________________________________________________________________

24. How many of you have a mobile phone? ________________________________________________

25. Do you access a working radio somewhere else on a regular basis? _____________________________

26. Have you ever received an SMS message on AGP-AMDe-related agricultural practices on your mobile

phone? ___________________________________________________________________________

27. What did the message(s) say? __________________________________________________________

28. Did you believe the messages? _________________________________________________________

29. Why or why not? ___________________________________________________________________

30. Were you able to follow the advice of the message(s)? _______________________________________

31. How many of you have attended a music event organized by the AGP-AMDe project?______________

32. Where did you attend the event? _______________________________________________________

33. Do you remember the messages passed by the music event? If yes, explain:_______________________

34. Do you believe the messages passed through the music events? ________________________________

35. Did you practice the messages passed through the music events? ______________________________

36. What are the ideal forums/events through which improved agricultural practices should be passed to

your community members for faster adoption? ____________________________________________

APPENDICES


Allow for any brief questions from the respondents, and then thank them for their time.

End the discussions.

APPENDICES


APPENDIX 3: THE BCC INPUTS CAMPAIGN EFFECTIVENESS

EVALUATION TEAM

Region/Team Name Role

Amhara – Team 1 1. Ephrahim Mergio Diro 2. Mazengia Aberra Birra 3. Fiseha Terefe Yinesu 4. Abdella Seid

Team Supervisor Enumerator Enumerator Enumerator

Oromia – Team 2 1. Befikadu Ejeta Birhanu 2. Suraphel Fekadu 3. Yimessegen Messafint 4. Seta Dimisie Gichille

Team supervisor Enumerator Enumerator Enumerator

SNNPR – Team 3 1. Mengistu Ayele 2. Ahmed Yusuf Omer 3. Amarech Alem Desta 4. Ashenafi Berihum


Tigray – Team 4 1. Zekarias Medhane Gebre 2. Yosef Wedemariam 3. Gobeze Negash Haile 4. Teklit Girmay


Others Hellen Araya Begna Biniyam Wubishet Firew Bekele Gilbert Aluoch

Data Entry Logistics Logistics Logistics Overall Coordination, Analysis & Report Writing

Documents

AGRICULTURAL GROWTH PROGRAM AGRIBUSINESS AND … · In collaboration with Agriculture Transformation Agency (ATA), AMDe sent mobile messages promoting inputs to farmers in Oromia