The CGIAR Research Program on Climate Change, Agriculture and Food Security (CCAFS) East Africa office did a pilot project with a local radio station in Eastern Kenya — Mbaitu FM. The 30 minute radio show was called “Wasya wa Muimi” and gave support and information to local farmers that listened to the program. Presentation by David Mowbray, for the EA Regional Office.
2. Prese David Mowbray Contact: [email protected]:Sneak
preview Total trial adopters families who tried on their farms what
theyheard about on the radio 7,000,000 ~1,000,000 small- 6,000,000
scale farm households Total beneficiaries 5,000,000~14,000 total
4,000,000beneficiaries in3,000,000communities that2,000,000
received active > 6 million1,000,000 intervention by
beneficiaries in0 research communitiesteams, extension with radio
only. and broadcasters No other extra2 interventionLearn
Morewww.farmradio.org [email protected] @farmradio 3. Prese David
Mowbray Contact: [email protected]: Farm Radio for Impact
A powerful tool to foster the adoption of agricultural technologies
that will transform lives in AfricaLearn Morewww.farmradio.org
[email protected] @farmradio 4. Prese David Mowbray Contact:
[email protected] nter: Do these names mean anything to you?
Everett Rogers Bryce Ryan Neal C. Gross 4Learn More
www.farmradio.org [email protected] @farmradio 5. PreseDavid
Mowbray Contact: [email protected]: Source: Ryan and
Gross, 1943 5Learn More www.farmradio.org [email protected]
@farmradio 6. Prese David Mowbray Contact: [email protected]
nter: 6Learn More www.farmradio.org [email protected] @farmradio
7. PreseDavid MowbrayContact:
[email protected]:70605040302010 0 1927 1928 1929 1930
1931 1932 1933 1934 1935 1936 1937 1938 1939 1940 1941 1942 1943
1944 1945 7Learn Morewww.farmradio.org [email protected]@farmradio
8. Prese David Mowbray Contact: [email protected]: The
classic diffusion-adoption model An innovation Communications
channel(s) Time Social system8Learn Morewww.farmradio.org
[email protected] @farmradio 9. Prese David Mowbray Contact:
[email protected] nter: 9Learn More www.farmradio.org
[email protected] @farmradio 10. Prese David Mowbray Contact:
[email protected] nter: The farmer-to-farmer exchanges of
their personal experiences with hybrid seed were at the heart of
diffusion. When enough such positive experiences were accumulated
by innovators, and especially by early adopters, and exchanged with
other farmers in the community the rate of adoption took off. This
threshold for hybrid corn occurred in 1935. After that point, it
would have been impossible to halt its further diffusion. Everett
Rogers, Diffusion of Innovations, 1962 10Learn More
www.farmradio.org [email protected] @farmradio 11. Prese David
Mowbray Contact: [email protected] nter:Learn More
www.farmradio.org [email protected] @farmradio 12. PreseDavid
Mowbray Contact: [email protected] nter: So whats radio gotto
do with it? Radio is the number one source of information for
small-scale farm families in Africa Nearly 80% have access to radio
Farm radio broadcasts have existed for a long time Most of them
have failed to inspire large scale change 1212Learn More
[email protected] @farmradio 13. Prese David
Mowbray Contact: [email protected] nter: 13Learn More
www.farmradio.org [email protected] @farmradio 14. Prese David
Mowbray Contact: [email protected] nter: Could radio make a
difference? Bill & Melinda Gates There was no analysis of
Foundation asked Farmexisting farm radio Radio International that
content, formats, question modalities or audience --and funded us
to findsizes an answer While Farm Radio There was only
International had ~ 250 anecdotal informationpartner stations in no
good studiesAfrica we didnt knowmuch about them14 14Learn More
www.farmradio.org [email protected] @farmradio 15. Prese David
Mowbray Contact: [email protected] nter: 15Learn More
www.farmradio.org [email protected] @farmradio 16. Prese David
Mowbray Contact: [email protected] nter:Our experiment The
African Farm Radio Research Initiative Work done from 2007-2011 25
stations (5 / country) State, commercial, commun ity, church 49
Participatory Radio Campaigns16 16Learn More www.farmradio.org
[email protected] @farmradio 17. Prese David Mowbray Contact:
[email protected] nter: The Participatory RadioCampaign (PRC)
Key elements of the campaignsThe improvement was one farmers in
participating villages said they wantedThe improvement was one that
was already tested and availableEvery week our stations broadcast a
radio program devoted to explaining the improvement, its strengths
and weaknesses 17Learn More www.farmradio.org [email protected]
@farmradio 18. Prese David Mowbray Contact: [email protected]
nter: The Participatory RadioCampaign (PRC) Key elements of the
campaignsBroadcasts were scheduled at times farmers said would be
most convenientEvery program featured interviews & other
content from members of the participating, Active CommunitiesEvery
episode gave the audience an opportunity to comment, be heard
18Learn More www.farmradio.org [email protected] @farmradio 19.
Prese David Mowbray Contact: [email protected] nter: The
Participatory RadioCampaign (PRC) Key elements of the campaignsA
core story, featuring a successful farmers experience gave
continuity every weekAt about the 2/3rd mark listeners were asked
to make a decision about whether or not to try the improvement
theyd heard about. 19Learn More www.farmradio.org
[email protected] @farmradio 20. Prese David Mowbray Contact:
[email protected] nter: The Participatory RadioCampaign (PRC)
Key elements of the campaignsFor the remaining weeks the programs
gave ongoing advice and information targeted to the farmers who had
decided to try the improvement or innovation. 20Learn More
www.farmradio.org [email protected] @farmradio 21. Prese David
Mowbray Contact: [email protected] nter: The Participatory
RadioCampaign (PRC) Key elements of the campaignsAfter the staff
took a basic radio training workshop, production responsibility was
left completely to the radio stations themselves.Content was
supervised for each radio station by a technical advisory committee
that included content experts and other stakeholders 21Learn More
www.farmradio.org [email protected] @farmradio 22. Prese David
Mowbray Contact: [email protected]: Experiment
designBroadcast areaSignal obstacleCommunityParticipating
communityControl community 2222Learn Morewww.farmradio.org
[email protected] @farmradio 23. Prese David Mowbray Contact:
[email protected]: Experiment designThe
outcomeevaluationsurvey Surveyed participating communities (ALC)
Surveyed non- participating communities (PLC) Surveyed control
communities 2323Learn Morewww.farmradio.org [email protected]
@farmradio 24. Prese David Mowbray Contact: [email protected]
nter:PRCs compelling results 24Learn More www.farmradio.org
[email protected] @farmradio 25. Prese David Mowbray Contact:
[email protected] nter: A grand scaleTotal trial adopters
families who tried on their farms what they heard about on the
radio~1,000,000small-scale Total beneficiaries 7,000,000
6,000,000farm 5,000,000households 4,000,0003,000,0002,000,000
Active, ongoin1,000,000 g intervention 0by Heard radio
only.researchers, e No other extra xtension and
intervention.broadcasters. 25Learn More www.farmradio.org
[email protected] @farmradio 26. Prese David Mowbray
Contact:[email protected] nter:PRCs facilitate adoption
Relationship between frequency of listening to PRC broadcasts and
percentage ofrespondents trying the new practice60%Percentage of
respondents trying PRC practice50%R = 0.95740%30%20%10%0%Listened
to1-24%25-49%50%51-74%75-99%Listened toNone of the100% of
thePRCPRCPercentage of PRC episodes heard by respondents 26Learn
More [email protected]@farmradio 27. Prese David
Mowbray Contact: [email protected] nter:Limitations Only did
one PRC for Radio station must be one season, no popular and
trusted in continuation from year the first place to year (nature
of Quality control of experiment)content when in Based on other
studies vernacular language is need a longer period not easy with
repetition to get to Could only measure later adopters moretrial
adoption not full quicklyadoption27 27Learn More www.farmradio.org
[email protected] @farmradio 28. Prese David Mowbray Contact:
[email protected] nter:Limitations Some technologies Because
of limited selected by farmers (but experience and possibly driven
by capacity, some of the external interests) didinitial 25 partner
radio not lend themselvesstations did not well to the PRC
modelimplement the PRC and approach model very well. E.g.
establishing group That is why results aremarketing clubs for based
on just 15some commoditiesstations & campaigns28 28Learn More
www.farmradio.org [email protected] @farmradio 29. Prese David
Mowbray Contact: [email protected] nter: 29Learn More
www.farmradio.org [email protected] @farmradio 30. Prese David
Mowbray Contact: [email protected]:Challenges during the
experiment led to our own innovations Partner radio stations were
not equipped to go to rural communities and interview farmers.
Professional recorders were in short supply and very expensive
($400). Solution MP3 players with built-in recording capability.
Cost $50 each (today down to $35) 3030Learn Morewww.farmradio.org
[email protected] @farmradio 31. Prese David Mowbray Contact:
[email protected] nter: 31Learn More www.farmradio.org
[email protected] @farmradio 32. Prese David Mowbray Contact:
[email protected] nter:Challenges during the experiment led to
our own innovations Partner radio stations were not equipped totake
listener feedback Solution Inexpensive SMS recording systems took
messages and text SMS alert systems sent messages to subscribing
farmers to remind them of the upcoming show32 32Learn More
www.farmradio.org [email protected] @farmradio 33. Prese David
Mowbray Contact: [email protected] nter: 33Learn More
www.farmradio.org [email protected] @farmradio 34. Prese David
Mowbray Contact: [email protected] nter:Why did the PRC
approach work? Our radio programs Our radio programs were
farmer-to-farmerreached virtually ALL communicationthe communities,
early adopters and something extension innovators learned services
and NGOs from other innovatorscould never do even if they didnt
know The stations were them already trusted by the Trust built;
they spokerural audience or else the same languagethey wouldnt
listen34 34Learn More www.farmradio.org [email protected]
@farmradio 35. Prese David Mowbray Contact: [email protected]
nter: Why does other radio not work? Farm radio in Africa has Many
farm broadcasts been largely top-downare not innovators want to In
the vernacular discover and try things language of farm families
and use themselves unfamiliar technical Early adopters want toterms
hear from their peers in targeted to or tailored their social
networkfor women farmers35 35Learn More www.farmradio.org
[email protected] @farmradio 36. Prese David Mowbray Contact:
[email protected] nter: Next steps We are now doing a
follow-up survey to seeif adoption spread, if early
adopterscontinued. We are looking to scale out our owninnovative
methodology This is no longer an experiment36 36Learn More
www.farmradio.org [email protected] @farmradio 37. Prese David
Mowbray Contact: [email protected] nter: Contact me, Im
friendly Thanks!37 37Learn More www.farmradio.org
[email protected] @farmradio
