The document discusses Communication for Development (ComDev) planning from the Food and Agriculture Organization of the United Nations (FAO). It provides an overview of key ComDev principles and functions, including facilitating access to knowledge, promoting participation, and strengthening communication processes. It outlines steps in ComDev planning, including conducting a Participatory Rural Communication Appraisal and developing a Participatory Communication Strategy. The document concludes with two case studies of ComDev from Bolivia and Bangladesh, highlighting national ComDev plans and the use of community radio.
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AMREF Communications Forum
1. Subdirección de Investigación y Extensión Extension Branch
Research and
Food and Agriculture
Organization of the
United Nations
Communication for
Development
Mario Acunzo mario.acunzo@fao.org
Marzia Pafumi marzia.pafumi@fao.org
AMREF Communications Forum
Rome - March 29, 2012
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2. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Presentation Outline
What is ComDev?
b. Definition
c. Key Principles and Functions
d. ComDev in FAO
Communication for Development Planning
g. Steps in ComDev Planning
h. Participator Rural Communication Appraisal
i. Participatory Communication Strategy Design
Case study examples from FAO experience
l. Bolivia
m. Bangladesh
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3. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Communication Pathways
What is your understanding of ‘Communication for
Development’ and how would you describe the role of
communication in development programmes?
What communication approaches do you currently use in
your projects?
What do you think are the most
important communication activities
and skills needed for your work?
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4. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
What is ComDev ?
Type Purpose/Definition Main Functions Required Core Competencies
Use media outputs and products to Public relations, institutional
Communicate the mission and
Corporate promote the mission and values of communication, excellent writing
activities of the organization,
communication the institution; inform selected skills, press releases, broad media
mostly for external audiences.
audiences about relevant activities. network contacts
Facilitate the flow of information Ensure timely and effective sharing
within an institution/project. of relevant information within the Institutional communication,
Internal
Sometimes this area can be staff and institution units. It excellent writing skills, web and
communication
included in corporate enhances synergies and avoids internet skills
communication. duplication.
Raise awareness on hot
Influence change at the public or development issues; use Public relations, marketing,
Advocacy
policy level and promote issues communication methods and media experience in media campaigns and
communication
related to development. to influence specific audiences and advocacy campaign
support the intended change.
Communication research,
Establish conducive environments;
Support sustainable change in participatory approaches, adult
Communication assess risks and opportunities;
development operations by education, communication methods
for Development disseminate information; induce
engaging key stakeholders. and media, consultations and
behavior and social change.
facilitation skills
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5. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
What is ComDev ?
“Communication for Development (ComDev) is a social
process based on dialogue using a broad range of tools and
methods. ComDev is about seeking change at different
levels including listening, establishing trust, sharing
knowledge and skills, building policies, debating and
learning for sustained and meaningful change”.
World Congress on Communication for Development, Rome 2006
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6. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
What is ComDev ?
The ComDev process:
goes beyond information dissemination
involves the use of participatory methods and different tools (e.g.
traditional & local media, rural radio, ICTs)
facilitates active participation and stakeholder dialogue
is different from public relations or corporate communication
Special attention is given to the convergence of the media, the
development of local contents and the enhancement of local capacities
for planning and implementing communication processes
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7. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Key ComDev Principles
Fostering dialogue and mediation
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8. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Key ComDev Principles
Strengthening local knowledge and communication processes
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9. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Key ComDev Principles
Convergence and local appropriation of technologies
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10. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev Functions
Facilitate access to knowledge and information
Promote peoples’ participation and collaborative action
Strengthen peoples’ capability to share knowledge and manage
horizontal communication processes
Enhance mutual learning co-creation of knowledge
Improve linkages and strengthen dialogue between policy
makers, institutions and small farmers / local communities
Bridge the gap between global information and local knowledge
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11. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev in FAO - Mandate
Develop and implement communication strategies to enhance
capacities of agricultural development programs, institutions,
farmers and grass-roots organizations to access knowledge and
information and actively make decisions on their livelihoods.
Policy advice to member countries
Technical assistance to governments, regional offices and field projects
Capacity development of national staff and institutions
Documentation of activities, including case studies, guidelines, videos and
publications
Advocacy, training and knowledge sharing in ComDev
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12. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev in FAO – Priority Areas
1. Natural Resources
Management, Climate Change
Adaptation and Disaster Risk
Reduction
2. Food and Nutrition Security
3. Agricultural Innovation
Capacity Development
Knowledge and Info Sharing
Gender and Equity Issues
embedded as crosscutting issues
in all projects
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13. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev in FAO – Methodologies
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14. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev in FAO – Media
Community Rural Radio
Audiovisual Pedagogy and
Participatory Video
Local appropriation of ICTs
(Information and
Communication Technologies)
Traditional and Local Media
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15. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Communication for Sustainable
Development Initiative (CSDI)
Objectives
Effective applications and management of
ComDev strategies, tools and services for natural
resource management (NRM) and climate change
adaptation (CCA)
Improved capacities and partnerships in
communication for sustainable NRM & CCA
Strategy
Knowledge sharing on ComDev methods and
tools for NRM and CCA
Capacity strengthening and networking
Technical assistance to countries and field projects
www.csdinitiative.org
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16. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Communication for Sustainable
Development Initiative (CSDI)
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17. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Capacity Development
Learning Kit on Communication for Rural
Development
for field agents, communication practitioners and
community facilitators to learn how to plan and
implement ComDev strategies in the agricultural
and rural sector.
Collaborative Change Communication
Web platform for learning and knowledge sharing,
aimed at:
• Strengthen professional capacities in ComDev
• Consolidate on-line and off-line knowledge
networks
• Facilitate the creation of a global community of
practice in ComDev
www.cccomdev.org
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18. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Knowledge Sharing in ComDev
Platforms and online networks are a
tool used to foster knowledge
exchange and support local
communication processes by:
a. sharing practices in ComDev on a
regional basis
b. disseminating information and
aggregating knowledge on specific
themes
c. creating an interface with local and
national activities
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19. Subdirección de Investigación y Extensión Extension Branch
Research and
Food and Agriculture
Organization of the
United Nations
Communication for
Development
Planning
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20. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Strategic ComDev Planning
Communication for Development is about participation, dialogue and the
sharing of knowledge and information
In short, the pillars of ComDev are:
Strategic participatory planning with all stakeholders
Facilitation of exchanges among different knowledge bases
Strategic use of appropriate media – both traditional media and
emerging ICT technologies
Building of local capacity
Strengthening of partnerships and best practices
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21. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Steps in ComDev Planning
THE P - PROCESS
Piotrow, et al. 1997. Health Communication: Lessons from Family Planning and Reproductive Health.
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22. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Steps in ComDev Planning
A participatory & audience-based methodology
1. Situation analysis and problem assessment – Participatory Rural
Communication Appraisal (PRCA)
2. Participatory Communication Strategy Design (PCSD)
3. Communication materials development, pretesting and
production
4. Implementation and monitoring of participatory, targeted
communication interventions
5. Evaluation of outcomes/impacts in terms of changes in
attitudes, knowledge levels and practices
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23. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Why doing PRCA
“Research is the corner stone of communication and makes program development a bottom-up
process […] rather than the usual top-down approach” (Kline,1999)
LISTENING to your target group to find out their real needs and ensure
local relevance and appropriation of communication efforts
“Producers and subject specialists who commission media
campaigns have control over what information they distribute,
but do not control what and how much is actually
communicated – the receiver does” (Mody,1991)
Understanding DIFFERENT PERCEPTIONS
and avoiding assumptions
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24. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
PRCA components
Situation Analysis (including mapping
of existing programs, policies and best
practices)
Stakeholder / Audience analysis
Analysis of Knowledge, Attitude and
Practice (KAP)
Social network analysis
Analysis of communication resources
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25. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
KAP Analysis
Pinpointing knowledge gaps, patterns of behavior, cultural beliefs and
practices that may either hinder or facilitate a community’s
understanding and action
Investigating current levels of awareness and assessing the real
information and knowledge needs of rural clients on the ground
Learning what local practices may already apply and use them as a basis
to identify workable, improved solutions
DATA are usually gathered through participatory methods
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26. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
KAP Analysis
Sample KAP Key Questions – Climate Change
KNOWLEDGE
What is your current understanding of climate change? You may explain, illustrate or use examples and analogies.
Why do you think this is happening?
What information or knowledge about climate change have you heard or received from others which you think are not true or
doubtful? Why? How did you verify them?
From whom or from what source did you get these information about climate change? Did you deliberately seek out for these
information or they were relayed to you without you asking for them?
ATTITUDE
Do you find it useful to learn more about climate change?
Do you think it is an issue for you? Why or why not?
Do you believe that people should intervene and adapt to climate change?
Do you agree with the need to modify your farming practices because of changes occurring in the climate and the environment?
Are you willing to work in groups in order to take collective actions to mitigate the causes of climate change and adapt to these
changes? Why or why not?
PRACTICE
What activities do you undertake to cope with climate change? Do you think these are effective? Why or why not?
What old practices do you still stick to and not modify despite the occurrence of climate change? Why?
If given the necessary resources, what other activities do you plan to pursue in your farm and household to cope better with climate
change? Please specify the necessary resources for each planned activity.
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27. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
PRCA tools
Key Informant Interview
Focus Group Discussion
Problem Tree
Time line/ seasonal calendar
Social/ community mapping
Matrix Ranking
Participant Observation
Venn Diagram
TRIANGULATION
Always use more than one tool or method to check and verify findings
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28. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
PCSD steps
Summarize findings of PRCA
Set SMART stakeholder-oriented objectives
Define the communication approach and key messages
Select communication methods, channels and tools
Define the communication workplan and budget
Plan for monitoring and evaluation
Plan for sustainability
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29. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev Strategy Matrix
ComDev strategy matrix
Communication Method and tools Approach
Stakeholder Key message (Combine mass, group (Combine the strength
objective & individual methods) of each approach)
Policy makers
Local officials
Service providers
Local community
Others, specify
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30. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
ComDev Media
Rural and community radio
Folk media such as popular songs and community theatre
Print media (cartoons, booklets, brochures, flyers, fact sheets)
Video and multimedia materials (community TV, DVD, CD-
Rom)
Public service announcements
Face-to-face interpersonal communication (e.g. farmer field days,
extension visits, community meetings)
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31. Subdirección de Investigación y Extensión Extension Branch
Research and
Food and Agriculture
Organization of the
United Nations
Communication for
Development
EXAMPLES FROM FAO
FIELD EXPERIENCE
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32. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Case Studies
Ø BOLIVIA
National Communication Plan for Agricultural Innovation
and Participatory Local Communication Planning
Ø BANGLADESH
Enhancing Rural Communication Services for
Agricultural Development through Community Rural
Radio
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33. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: National ComDev Plan
A ComDev National Plan designed
and approved by the Ministry for
Rural Development and Land
(MDRyT) is being implemented by the
National Institute for Agriculture and
Forestry Innovation (INIAF)
Objectives
• Design, validate and implement ComDev strategies, systems and
services
• Strengthen national capacities in ComDev for agriculture and innovation
at the local and national level
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34. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: National ComDev Plan
In support to the consolidation of Local Innovation Systems (SILos)
Local Innovation
government
Managers
Productive
innovation Academic
centres
centers Innovation
INIAF Facilitators
Projects,
Grassroots Learning
Institutions, and IPs’ communities
NGOs, etc. organization
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35. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: National ComDev Plan
At national level the ComDev
strategy is developing:
• An information and knowledge
management service for agriculture
and forestry innovation (including
TECA)
TECA is an information and communication system with two main functions:
- Repository of technology for small farmers
- Exchange groups on technologies
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36. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: Local Communication
Plans for Innovation (PLICs)
And at local level the project implemented:
• Local information and communication plans
for agricultural innovation (PLICs), based on
local knowledge and communication needs.
Examples of PLICs
• Pasture management for dairy cattle
(Yapacani)
• Direct sowing (Yacuiba)
• Water harvesting for diversified crops
(Chiquitania) and
• Forage conservation (at the national level).
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37. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: Steps for PLICs
implementation
a) Local Information dentify problems and communication needs, as well as
and possible solutions.
Communication nvolve local stakeholders, including farmers, grassroots
Appraisal organizations, local institutions and the local government.
Information and ystematize the appraisal results
Communication a) Local Information esign and agreement on strategic communication
Services in support and interventions
to Agriculture Communication acilitate coordination and networking among local partners.
Innovation and Program
Rural Development ontribute to a participatory monitoring of activities
mplementation of priority communication activities at field level
a) Local Information rganize activities and defines responsibilities for local
stakeholders
and
Communication evelop communication products and tools (Knowledge and
Communication Modules - MCC)
Plan
mplement training activities
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38. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: Results
Local Information and Communication Plans
are implemented within the context of
“Espacios locales de concertación” that are
venues for dialogue and informed decision
making.
Training results:
• 8 intensive training-of-trainers courses to technical experts and workers on the audiovisual
methodology and the application of Knowledge and Communication Modules (MCC)
• 162 people trained as facilitators and on the use of MCC to train small producers
• Yapacaní: 11 workshops attended by overall 320 small-scale producers, local extensionists
and field workers on establishing and managing pastures for dairy cows.
• 4 workshops in Chiquitania on rainwater harvesting, 8 in the Chaco area on direct seeding,
and 3 on forage conservation in the Norte Integrado.
• In the four pilot areas, overall 489 producers have been trained, involving 52 institutions and
organizations in Bolivia.
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39. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bolivia: Results
A ComDev National Plan institutionalized within the INIAF
Improved agriculture innovation and communication services
Increased participation of rural people in agriculture innovation
Local knowledge documented and shared
Technical information validated and disseminated
Improved ComDev capacities of rural actors and extension
professionals
Knowledge and communication training modules developed and
validated with farmers
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40. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: Rural
Communication Service (RCS)
Background
High vulnerability to climate change and
its adverse impact
Agriculture engages 74% of population
Community Radio Installation, Broadcast
and Operation Policy (2008)
Project Objectives
Improve access to and utilization of agricultural
information, knowledge and services
Enhance communication, knowledge sharing,
lesson learning between and among stakeholders
in the agriculture sector
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41. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: Rural
Communication Service (RCS)
What is RCS?
Network-like integration of demand-driven communication services
using ComDev strategies, methods and tools to support agricultural
development programs
Platform for discussion and knowledge sharing among government
institutions in collaboration with NGOs, academe, media groups,
private sector, CBOs
Maximize the resources of research and extension services (DAE/AIS)
and strengthen the linkages with other public institutions, NGOs etc. to
deliver farmer-centered agricultural advisory services
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42. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: Rural
Communication Service (RCS)
Advantages
Connecting geographically dispersed
stakeholders
Strengthening local communication
networks
Broadening participation and enabling
informed decision-making
Generating proactive stance and a
collaborative environment
Avoiding duplication and ensuring more
timely information provision
42
43. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: steps to set up RCS
43
44. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: steps to set up CRR
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45. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: RCS and CRR
Services provided
Participatory rural communication
planning
Capacity Development – training in
ComDev (workshops, study tour)
Multi-stakeholder partnerships
Provision of information, knowledge and
communication products
Emergency Project Link with local and national media
PRCA and ComDev Plan
Mainstreaming of ComDev in agricultural
for harvesting of saline-
tolerant rive variety development programs
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46. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: Krishi Radio
My Radio, My Voice - Krishi Radio FM 98.8
Daily programming in local languages on agriculture, livestock,
fisheries, science, women, children, youth, indigenous communities
500 RCS-CRR posters and leaflets, folk song, station call sign,
promotional jingle, program signature music, etc.
5 training workshops with CRR staff
and volunteers (20 of 300 applicants)
Over 100 local farmers belong to a
listener club that regularly tunes in
and participates in live discussions
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47. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Bangladesh: Krishi Radio
“We advice farmers on how best to use their land in
the face of increasing salinity causing huge
economic losses. Field visits and demonstrations
can now be reduced as we explain every aspect
of cultivating a new crop during our live
discussions over radio”
Zakia Sultana Baby, agriculture officer
“The community radio’s growing popularity is
owing to the fact that it really serves the needs
of the rural poor people”
Salauddin Ahmed, Amtali union council chairman
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48. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Key References
Participatory Rural Communication Appraisal. A handbook (FAO, 2004)
Participatory Communication Strategy Design. A handbook (FAO, 2004)
World Congress on Communication for Development. Lessons, challenges
and way forward (WB-FAO-CI, 2007)
Learning Kit on Communication for Rural Development (FAO,
forthcoming)
Communication for Development: meeting today’s agriculture and rural
development challenges (FAO, 2011)
www.cccomdev.org/index.php/learning-resources/learning-materials
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49. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Related sites
www.fao.org/oek/communication-for-develompent/en
www.csdinitiative.org
www.fsca-pisa.org
www.cccomdev.org
http://Km.fao.org/vercon
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50. Research and Extension Branch
Food and Agriculture
Organization of the
United Nations
Thank you!
Mario Acunzo mario.acunzo@fao.org
Marzia Pafumi marzia.pafumi@fao.org
50
Notas do Editor
Development programmes can achieve their goals only if rural communities are actively engaged in local decision-making Communication facilitates this process through knowledge and information sharing FAO’ s over 30 years of experience show how participatory communication processes are a strategic asset to mobilize rural people and institutions towards collaborative change Although the cases illustrated are mainly based in the Latin American region, the lessons learned can easily apply to other contexts worldwide
The ComDev approach goes beyond information dissemination that targets communication at passive audiences, to facilitate active participation and stakeholder dialogue. It integrates the power of media with local communication systems to increase the involvement of rural populations in development initiatives. No matter what kind of project—agriculture, infrastructure, water, governance, health—it is always valuable, and often essential, to establish dialogue among relevant stakeholders. Dialogue is the necessary ingredient in building trust, sharing knowledge and ensuring mutual understanding. Even a project that apparently enjoys a wide consensus, such as the construction of a bridge, can have hidden obstacles and opposition that the ComDev specialist can help uncover, address, and mitigate.
People empowerment Communication for Development uses participatory activities, media and materials to empower people to articulate and share their own opinions, needs, problems and abilities both among themselves and with outside development agencies.
ComDev activities place particular focus on the convergence of different media (e.g. rural radio and ICTs) and the empowerment of local stakeholders. Emphasis is given to local content and community media to foster dialogue and improve the capacity of local institutions and people to plan and implement communication processes.
Capacity development of national staff, institutions and change agents working with rural communities and organizations
Sharing practices in ComDev on a rTo foster the production and exchange of knowledge for the reinforcement of local capacities, CSDI has launched a series of Regional Communication Platforms. These on-line networks of peer ComDev stakeholders, aggregated on a regional basis and coordinated by local focal points, have been set up as modern hubs to support local communities of practice, working mainly at three levels of action: egional basis; Disseminating information and aggregating knowledge on specific thematic areas; Creating an interface with local and national activities. The platforms already in place are the following: Plataforma de comunicacion para el desarrollo de Centroamerica y Mexico ( PlataCpD ), hosted and facilitated by Voces Nuestras of Costa Rica, is dedicated to show how communication for development approaches can contribute to improved livelihood outcomes, in harmony with the environment; Plataforma de comunicacion y desarrollo de los pueblos indígenas ( PlataIndigena ) managed by CIDOB (Confederación de Pueblos Indígenas de Bolivia) of Bolivia, is dedicated to communicators, institutions, national and international bodies who are involved in communication and development activities in favour of indigenous people; Onda rural , born on the agreement among FAO, ALER (Asociación Latinoamericana de Educación Radiofónica) and AMARC (Asociación Mundial de Radio Comunitaria), created to introduce communication in rural development policies and programs, linking community radios with new ICTs; and Communication for development Near East ( ComdevNE ), which focuses on the opportunities offered by modern ICTs addressing the challenges of rural areas that lag behind in terms of connectivity. Currently in their inception phase, two more regional platforms are being supported by CSDI: Communication for Development Platform in Asia (ComDev-Asia) , hosted and facilitated by the College for Development Communication (University of The Philippines, Los Baños), dedicated to the specific topics of ComDev applied to NRM, CCA and Food Security; and Communication for Development Platform in the Caribbean region (ComDev-Caribbean) , hosted and facilitated by The Caribbean Institute of Media and Communication at the University of the West Indies Mona (CARIMAC) to showcase best practices in the region on ComDev for climate change adaptation in the agriculture and NRM sectors.
PRCA is a communication research method that uses field-based visualisation techniques, interviews and group-work to generate information for the design of effective communication programmes, materials, media and methods for development purposes to ensure relevance and ownership by the people. PRCA facilitates dialogue among the rural people themselves and between them and the development workers in order for all parties to reach mutual understanding and plan for action. PRCA is therefore used to promote the involvement of rural people in decision-making that affects their livelihood. With PRCA, the needs and problems of the people are identified, defined and prioritised while opportunities and solutions existing in the community are discovered. WHY: Because we usually make ‘ assumptions’ about our audiences that are often not valid or based on fact. Many times communication efforts are designed by ‘technical experts’ or ‘media producers’ that are either very knowledgeable about the topic/issue, or about media production – but not about the audience. As a result, many campaigns are based on ‘ what’ to communicate, but give no attention as to ‘how’ to communicate effectively, nor to ‘whom’. We often think we already know that the target audience needs to know So that we can establish a baseline picture to be used for later assessing whether or not the campaign has made an impact as intended So that we don’t waste time, energy and ‘money’ developing materials and media products for the wrong audience and/or with the wrong message and the bottom line, so that the campaign is actually successful and effective and achieves our desired objective – social change Of course all ‘ needs assessments’ involves “research” and starts with secondary background research (internet, reports, publications) and discussion with ‘front line officers’ or expert consultations.. But -> (Mody,1991) How people perceive and define their world In addition to any data obtained from secondary sources, work with the people during the field PRCA to develop a profile of the community as seen by the different groups in the community. This enables everybody to reach mutual understanding on how the people perceive and define their world and reality. This is necessary because quite often, the way outsiders see the community or the descriptions given about them in books - their norms, values, actions and aspirations - might not correspond to the way the people see themselves and vice versa. Knowledge of the people's perceptions of their situation provides the background and context for the understanding of the other categories of information that will be revealed by the PRCA, including those issues concerning communication. Figure 6: The two-headed woman
Define the information and communication resources, systems and network of the priority interaction groups Define patterns of communication within the groups. Identify with the groups those in the community and outside who have a particularly strong influence on their behaviour. These people are known as influential sources of advice or role models. Outline why the group prefers them. Find out from the group whether such sources are reliable, timely, easily accessible, knowledgeable, respectable etc. Any sources of information/advice you eventually select for passing on development messages to your priority interaction group must be seen to have these attributes. Identify the information and communication resources both modern and traditional accessible to the interaction group. These should range from cultural/religious events, rituals, art, drawings, stories, dances, songs, drama, to audio-visual and print media. Identify the ones most preferred by the groups and find out why.
n in-depth interview with an individual or a group of people who have special knowledge on a particular topic. Uses Used for discovering special knowledge. To obtain information about the knowledge and behaviour of others in the community. Focus group discussion -FGD- is a cost-effective qualitative research technique generally used to discuss a specific topic in detail and probe into people's feelings, opinions and perceptions of the topic. Uses It is used to verify and obtain more in-depth details about information collected during the PRCA with other tools. Group dynamics generated during FGD produce rich responses and allow new and valuable thoughts to emerge. It provides an opportunity for you to observe a group's non-verbal reactions and discover their feelings and attitudes towards the issue under discussion.
In this phase, PRCA and baseline results are translated into useful accounts and utilised to design a communication strategy that will assist to achieve the development objectives selected during the PRCA. The communication strategy is based on the identified focal problems, which are turned into objectives. The strategy indicates the priority interaction groups in the community most affected by the focal problems and specifies the best communication approaches such as information, motivation, promotion, training and education. Basic messages and discussion topics (rough core content) to be packaged for a variety of channels and media during phases 3 and 4 of the programme are also selected. The strategy outlines financial, material and human resources required for solving the problem. It also contains a preliminary workplan and management plan that specify activities and the people responsible for performing them in order to obtain outputs that will contribute to the solution of the problems. To ensure that the programme does not go off track, the preliminary plan also contains measurable indicators for use in monitoring and evaluating the implementation of the strategy.
Agricultural performance has great impact on the socio-economic development of the country. Bangladesh has already experienced several initiatives using rural radio and other media (e.g. cell phones) to support agriculture production, socio economic growth, awareness rising for disaster preparedness and risk reduction. Until 2008, the national Bangladesh Betar Radio was the only station responsible for raising public awareness for development. Then, radio stations dedicated to serving the grassroots communities and ethnic groups have started to emerge. Hence, in the same year, the Ministry of Information approved the Bangladesh Community Radio Installation, Broadcast and Operation Policy. This paved the way for many organizations to start applying for permit to set up community radios. Recognized as the core medium for reaching out to farmers, women, youth, children, and indigenous people in rural communities and can serve as the central hub for various communication and advisory services. COMDEV CONTRIBUTION: The use of ComDev methods combined with community media and ICTs can contribute significantly to agricultural development, climate change adaptation and risk mitigation, fostering dialogue and participation among local stakeholders and institutions, and leading to collaborative decision-making and action. FAO Technical Cooperation Project - 2010 In collaboration with: Agricultural Information Service (AIS), Department of Agricultural Extension, Ministry of Agriculture Bangladesh College of Development Communication, University of the Philippines Los Baños (UPLB) Bangladesh NGOs Network for Radio and Communication (BNNRC) Exploratory work conducted by CSDI in the region contributed to highlight the need for information and communication services, putting it higher in the livelihood adaptation agenda. This led the government of Bangladesh to request another form of technical assistance t o improve capacities of its Agricultural Information Service to deliver targeted and efficient communication in rural areas (2009). The main objective of the project was to provide technical assistance to the Agriculture Information Service (AIS) under the Ministry of Agriculture (MoA) to plan and implement ComDev strategies and plans, and establish a community radio in the coastal area of Amtoli, Barguna District, to serve as a pilot in the establishment of rural communication services in support of food security, climate change adaptation and disaster risk reduction. The RCS will integrate the use of Community Rural Radio (CRR) and other community media to strengthen the linkages among research and extension services, local institutions, NGOs, and the farmers.
At the Ministry of Agriculture (MoA), two institutions provide information, education, advice, and training to farmers. AIS uses mass media like radio and television as well as film, video, and training materials to disseminate agricultural information, create public awareness, and facilitate technology transfer. But AIS manpower can only carry out its task up to the regional level where it is deployed. DAE directly reaches out to farmers at the community level to provide information and advisory services, supply farm inputs, and conduct farmer trainings through its upazila-based agricultural officers and sub-assistant agricultural officers (SAAOs). Although both AIS and DAE apply communication and education processes to deal with concerns on food security, climate change adaptation, and natural resource management, their efforts need to be coordinated and systematized more to create better outcome and impact. integrate information, knowledge sharing, and communication initiatives of different institutions and organizations engaged in agricultural development at the national and local levels; avoid unnecessary duplication, fragmented services, unhealthy competition, and waste of resources; and provide a more synchronized and timely delivery of communication services in the agricultural sector - provide the right information at the rigth time
Project implemented both at national and community level. The Upazila of Amtali, Barguna district, was selected as pilot site for implementation at the local level best and establishment of the community rural radio station. Communication planning is an activity that can be done at various levels. You can use the same principles and follow the same steps indicated in the P-process regardless of whether the ComDev plan is intended at the national, regional, provincial, municipal, or village level; and whether you intend for the program or project level. At both levels, situation analysis was undertaken involving (a) identification and analysis of needs, (b) stakeholders, (c) communication resources, (d) knowledge, attitudes, and practices in RCS, (e) communication environment, and (f) communication resources.
The mapping of institutions providing agricultural and advisory services at the national profiled 32 institutions from the government R&D, media, private sector, NGOs, and academe to identify gaps and opportunities for RCS and CRR. The mapping results were useful to identify the potential members of the RCS core groups at the national level and enabled the project, together with these key actors, to draft ComDev plans to: integrate information, knowledge sharing, and communication initiatives of different institutions and organizations engaged in agricultural development at the national and local levels; avoid unnecessary duplication, fragmented services, unhealthy competition, and waste of resources; and provide a more synchronized and timely delivery of communication services in the agricultural sector. The web portal allows farmer-to-expert and farmer-to-farmer communication. Using their cell phone or laptop, farmers can text their questions or comments and send audio, picture, or video file to the web portal and experts can readily respond to these. Users can download and listen to Krishi Radio programs and give feedback using their digital devices. The RCS-CRR web portal has been pretested and results indicate: (a) successful site registration and uploading of comments and pictures among farmers and experts; (b) visibility of web content in cell phone, laptop, and computer; and (c) farmers’ excitement at seeing their postings in the web portal.
At the local level, 20 institutions providing agricultural information and advisory services were profiled with the addition of farmer, women, and youth groups to identify gaps and opportunities for the CRR. The data generated guided how the CRR shall be planned and positioned in the overall local communication system. Group meetings with community members of Integrated Crop management (ICM) Club, upazila agricultural office personnel, local government officials, and local journalists provided information on community’s perception, expectations, need for CRR and their willingness to participate in its establishment, management, and sustainability. For establishment of the CRR at the field level, building and lot space were donated by the upazila agriculture office. The building has been renovated to house the radio station, CRR office, and Learning Resource Center. The document lists the initial 24 programs based on preferences of the local people. They cover topics on agriculture, fishery, livestock, entertainment, women, youth, science, talk show, disaster, life sketches, success stories, income generation, health, social awareness, nutrition, indigenous community, local culture, letters from listeners, history, and news.
The Emergency Cyclone Recovery and Restoration Project (ECRRP) supports the medium to long-term efforts of Bangladesh to facilitate recovery from damage to livelihoods and infrastructure caused by Cyclone Sidr in 2007 and build long-term preparedness through strengthened disaster risk management. One specific ECRRP component provides agriculture recovery assistance in crop, livestock, and fishery; introduces sustainable improvements to agricultural practices; and gives support to community mobilization, facilitation, and management. Together with the project technical consultants, we identified a specific technology being worked out with the farmers through their Farmer Field School (FFS), which critically needed communication to be successfully implemented. In particular, there is one important aspect concerning harvesting of saline-tolerant rice variety which is not quite typical and consistent with farmers’ conventional practices on rice farming. And this is the need to harvest the rice crops at 80% percent stage of maturity; otherwise, the crops will suffer from shattering loss. To make this timely with the distribution of seeds of the saline-tolerant rice variety, there was a need to come up with a small ComDev plan. Immediately, a PRCA was conducted among farmer groups of two FFS using focus group discussions. The results or data elicited then served as basis for drafting the communication plan very specific to harvesting of saline-tolerant rive variety.
500 RCS-CRR posters and leaflets, folk song , station call sign, promotional jingle, program signature music, and filler music for use in the listenership campaign and the full blown radio broadcast 5 training workshops on radio broadcasting and program production with CRR staff and the core group of 20 volunteers (300 applicants)
Krishi Radio anchors regularly discuss best practices and encourage farmers to stay put on their lands in the face of climate change impacts that are already being felt.