communication for development: the food and agriculture way

COMMUNICATION FOR DEVELOPMENT (C4D)

Presented By: Shanoy CoombsCommunication Specialist

Food and Agriculture Organization of the United Nations

THE FOOD AND AGRICULTURE WAY

A WORKING DEFINITION Communication for Development (C4D)

stresses the need to support two-way communication systems that enable dialogue and that allow communities to speak out, express their aspirations and concerns and participate in the decisions that relate to their development. 1

Expanded to mean a social process based on dialogue using a broad range of tools and methods. It is also about seeking change at different levels, including listening, building trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change 2

THE FAO JAMAICA EXPERIENCE C4D critical to the sector in which FAO operates

FAO is constantly working towards achieving MDG 1-Eradication of extreme Hunger and Poverty

Several projects require desired behaviour change and specific messages through audience engagement AND feedback.

C4D approaches allows FAO to connect with; interact and get valuable feedback from its stakeholders.

SOME FAO PROJECTS in JAMAICA USING C4D

1. OSRO AGRICULTURE DISASTER RISK MANAGEMENT INITIATIVE (2011)

2. BEET ARMY WORM PROJECT (ONGOING)

3. CITRUS GREENING PROJECT (2010-PRESENT)

AGRI DISASTER RISK MANAGEMENT

OBJECTIVES

Highlight the importance of planning to make agricultural and fishing livelihoods more resilient to disasters

“Strengthening Community Preparedness and Resilience to Natural Disasters in Selected Vulnerable Areas”

COMMUNICATION DRIVEN OUTPUTS

Overall National communication strategy and action plan for the project.

Local information and communication plans (5) for each selected communities.

The preparation of a communication for development/ADRM training module;

Process video to document the ADRM process so that other communities could learn from the experience of the five pilot communities,

Public service announcements (PSAs) to encourage hillside and fishing communities to become involved in ADRM planning

Several Pre, during and post sessions held with stakeholders:

1.Via the Implementing Partner2.Direct sessions with farmers

3.Community Sensitization

4.Focus Group Sessions

5.Holistic Livelihood Baseline Assessment (LBA) process

6.Validation Meeting- brought out info not otherwise received

7.Research to validate Communication channels

CHALLENGES The communication team was engaged very

late in the LBA process Need existed for a designated, trained C4D

communication person in each pilot area and within each IP

Five pilot areas were spread out throughout the island – posing logistical challenges for coordination for video and photography capture due to constraints in resources and time;

“Meeting fatigue” also strained community members and there were insufficient resources for all the “participatory meetings” that were needed;

Even when C4D was added to existing LBA meetings, there was often insufficient time to address C4D issues;

Limited resources affected implementation of some communication plans.

LESSONS LEARNT Communication team should be

engaged very early in the process

Project has made very important contribution to C4D’s visibility as part of the ADRM process

There is much stronger interest and understanding of the value added that C4D can bring and its importance to the ADRM process overall.

BEET ARMY WORM PROJECT

o Strengthening a National Beet Army Worm programme“

o Emphasis is on Management of the Beet Army Worm-highlights efforts to be SMART

OBJECTIVE

COMMUNICATION DRIVEN OUTPUTS

o Farmer engagement-data to guide the strategies

oFarmer Field Schools- An oppurtunity to directly interact with field and share their experiences with the pests.

oDocumenting findings in video format for sustainability

oBAW Management Manuals

LESSONS LEARNT Collaboration is key

Feedback is quintessential in identifying wrong practices and correcting same

The value of research can not be overstated-helped to guide the message development

Individuals respond differently to the same messages

Mix of traditional and non traditional methods still work

CITRUS GREENING PROJECT

o Reduce the negative impact of citrus greening on the Jamaican industry

OBJECTIVE

COMMUNICATION DRIVEN OUTPUTS

Wide scale sessions on how to prepare and administer treatments.

Crop Management Practices in clusters

Video compiled- Fed with information from consultations with stakeholders

Image heavy brochures showing life cycles

Manual showcasing how to identify and treat the disease

CHALLENGES

Limited Funding and educational video intended for Prime Time was placed during a time frame where it was not visible to the audience.

Radio call in programme recommended for farmer feedback and sharing success stories but failed to launch as intended.

THE C4D Difference

Compliments general publicity efforts Allows for integration of traditional and non traditional

strategies to reach audience Stresses consultative processes Through audience engagement and feedback, planners

more likely to be able to correct an error midway than have it run to the end.

C4D functions as the Jamaican Proverb-Prevention Better than Cure

THANK YOU!!!!