communication for development: the food and agriculture way
TRANSCRIPT
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!!!!