the communication for sustainable development initiative ...comunitaria), onda rural fosters...

1The Communication for Sustainable Development Initiative (CSDI)Communication Efforts for Collaborative Change

The Communication for Sustainable Development Initiative (CSDI)

Communication Efforts for Collaborative Change

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© FAO 2011

Food and Agriculture Organization of the United Nations

Office of Knowledge Exchange, Research and Extension (OEK) Research and Extension Branch (OEKR)

The Communication for Sustainable Development Initiative (CSDI)

Communication Efforts for Collaborative Change

2 Communication: a Key to Climate Change Adaptation and Food Security

Communication: a key to Climate Change Adaptation and Food Security

Nowadays, compelling issues such as climate change,

natural resource management and food security require

multidisciplinary approaches, multi-stakeholder action and

a process of social learning for adaptive livelihoods. This

results in an increasing demand for knowledge, information

sharing and participation that requires the use of strategic

communication activities.

1

The systematic design and use of participatory communication methods,

media and tools is key to dealing with emerging challenges ensuring

information, dialogue, and concerted action towards development.

Communication for Development (ComDev), is an approach that combines

participatory communication methods and tools ranging from community

media to information and communication technologies (ICTs). ComDev

approaches also enable effective responses to the new development

challenges in the agricultural and rural development sector. These

communication initiatives help to facilitate dialogue and collaborative change

by bringing together institutions and communities enabling horizontal

communication among peers.

Communication for Development processes and media allow sharing

information and knowledge among stakeholders in a particular agro-

ecological context, to enhance people’s resilience and improve their

livelihood options when coping with climate change, sustainable natural

resource management and disaster risk reduction.

FAO is presently supporting development institutions and field programmes

in the design and implementation of ComDev projects, strategies and tools

in support of adaptation to climate change, sustainable natural resource

management and disaster risk reduction in Africa, Latin America, Asia and

the Caribbean Region.

The increasing demand for assistance in applying communication processes,

social media and ICTs to these new challenges, together with the need for

more inclusive and people oriented approaches, emphasise the need for

ComDev to be at the centre of the development agenda.

4

2 The Communication for Sustainable Development Initiative (CSDI)

In 2008, FAO and the Italian Ministry for the Environment

and Territory jointly launched the Communication for

Sustainable Development Initiative (CSDI), an inter-regional

project aimed at promoting Communication for Development

(ComDev) as a means to improve climate change adaptation

(CCA), sustainable natural resource management (NRM) and

food security (FS).

Communication: a key to Climate Change Adaptation and Food Security


The overall objective of the CSDI project is to develop, test and implement

communication strategies, services and tools to support sound environmental

practices for sustainable rural development.

The expected outcomes are: > innovative applications of ComDev strategies, tools and services for

sustainable NRM and rural development in selected countries; and > improved capacities and partnerships in communication for sustainable

NRM both at the national and international levels.

Special attention is given to the applications of ComDev activities to climate

change adaptation in the agriculture, forestry, and fisheries sectors.

CSDI aims at strengthening and up-scaling decentralized environmental

communication services in support of CCA, NRM and rural development

programmes in selected countries and making the results available at

the international level. Special attention is also given to enhancing rural

knowledge institutions” capacities in ComDev.

6 The Communication for Sustainable Development Initiative (CSDI)

At the global level, the project focuses on the documentation and

systematization of ComDev methods and good practices. This is achieved

through knowledge sharing platforms, virtual consultations and publications,

which aim to improve the capacity of ComDev practitioners and development

institutions by facilitating dialogue and collaboration.

At the field level, CSDI has developed ComDev strategies in pilot areas of

Bolivia, Congo DR, and Jamaica. Furthermore, assistance is also provided to

selected projects upon request (e.g. Bangladesh, Dominica, Haiti).

The project includes a coordination unit based in FAO-Rome, a network of

collaborating institutions and a team of communication specialists that act

as focal points in the selected countries.

Main project stakeholders are national research and extension services,

communication centers and networks, development programmes and

institutions, NGOs, farmers, indigenous peoples organizations, rural

communities and grass-roots organizations in developing countries.

7

3 CSDIin Action

The project implementation strategy at the global and field

level includes three main components:

> knowledge sharing,

> capacity strengthening and networking

> technical assistance.

The Communication for Sustainable Development Initiative (CSDI)Communication Efforts for Collaborative Change

Knowledge sharing on ComDev methods and tools for CCA and FSExperiences and lessons about the use of ComDev methods and tools in

climate change adaptation, food security and other relevant fields (such as

natural resource management and disaster risk management) are being

systematized, and made available at the international level through reports,

publications, multimedia and training materials.

Capacity strengthening and networking Technical advice, training and networking are promoted to support

rural institutions and people in using ComDev and integrating it in their

development agenda. A series of ComDev knowledge networks and

communities of practice are being strengthened in different regions to

allow information sharing and cooperation among institutions, NGOs,

Communication practitioners and networks.

Technical assistance to pilot countries and field projectsCSDI activities in the field concentrate on the following communication

strategies and plans:

> Bangladesh: Communication Action Plan for livelihood adaptation to

climate change; > Bolivia: National Communication Plan for agricultural innovation and

community-based adaptation to climate change; > Caribbean: Regional Communication Action Plan for adaptation to climate

change and disaster risk management; > Democratic Republic of Congo: Communication Action Plan for agricultural

technology innovation and climate change adaptation.

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4 Activities and Results

Knowledge Sharing in ComDev

CSDI knowledge sharing activities focus on documenting and disseminating

lessons learned and good practices on the use of ComDev methods and tools,

based on field projects. This is being achieved through:

> The production and publication of technical papers, case studies and

reports, as well as manuals and training materials that are made available

at the international level. > Organising and participating in international conferences, seminars and

events addressing Communication for Development, climate change, food

security and related issues (e.g. a workshop on ComDev for NRM and CCA

organized during the 3rd international Conference on Community-Based

Adaptation (CBA) to climate change, Dhaka 2009). > The use of a project website (www.csdinitiative.org) and other outreach

and social networking tools such as blogs, newsletters, Twitter, Facebook,

You Tube, and Flickr for disseminating and sharing information about

project documents, field activities, achievements and key events. The

CSDI newsletter is issued bi-monthly and distributed to over 1000 email

subscribers. It is also available in the CSDI web repository, from where all

project publications and resources can be downloaded. At the same time

CSDI is promoting a series of platforms and learning initiatives as part of

its capacity strengthening activities.


Capacity Strengthening and Networking

CSDI has successfully found new ways to strengthen the capacities of

national institutions, NGOs and communication practitioners to increase

the effectiveness of supporting local communities through the use of

participatory ComDev approaches. The positive outcomes from pilot

projects in rural areas of Congo, Caribbean, Bangladesh and Latin America

demonstrate that sharing knowledge on good practices, enhancing local

capacities in ComDev and fostering horizontal collaboration are key factors

for the success of development initiatives. In this context, CSDI has been

promoting networking and training initiatives at the global and field levels

aimed at consolidating local partnerships and reinforcing capacities in the

design and implementation of ComDev strategies and activities.

ComDev methods are used by the project to help achieve successful local

adaptation to climate variability and change. This requires well planned,

interrelated short and long-term measures, most of which are considered

“knowledge intensive” and involve negotiating and prioritizing difficult decisions.

In order to identify the most appropriate livelihood options in different

agro-ecological contexts, adaptation practices must engage and fully involve

local communities in the decision-making and implementation process.

This is achieved through participatory communication and dialogue using a

range of methods such as demonstrations, orientation meetings, field days,

workshops, farmer field schools (FFS), ICTs and more “conventional” media

(radio, TV, drama etc).

Supporting participatory communication processes often stretches the

“adaptive-response” capabilities of research institutions, extension services

and producer organizations requiring new communication and mediation

skills. Capacity building efforts are therefore essential to support these

institutions to help small farmers face new environmental and development

challenges and learn from each other.

10 Activities and Results

12 Knowledge and communication in natural resource management, climate change and food security

ComDev PlatformsCSDI promotes regional and thematic platforms on ComDev, in collaboration

with local institutions and specialized communication networks. These

platforms aim to:

> facilitate the sharing of knowledge and learning in the application of

ComDev to CCA, NRM and FS; > advocate for ComDev and promote linkages between communication

research and field activities; > foster cooperation among different stakeholders involved in community-

based adaptation.

13

CSDI provides support to the following ComDev platforms:

Caribbean ComDev Platform

In collaboration with CARIMAC (Caribbean Centre of Media and

Communication) CDSI has developed a web-based knowledge sharing

platform to make available best practices in the Caribbean region, with a

particular focus on ComDev applications to climate change adaptation and

disaster risk management

Onda Rural

A collaborative effort initiated by FAO with ALER (Asociación Latinoamericana

de Educación Radiofónica) and AMARC (Asociación Mundial de Radio

Comunitaria), Onda Rural fosters cooperation between community rural

radio stations, local networks, development institutions and projects to

facilitate access to information for the rural population in Latin America.

The platform promotes the combined use of ComDev and rural radio as a

tool for development, and has been supporting communication campaigns

throughout the region.

Plataforma de comunicación y desarrollo de los pueblos indígenas

Managed by CIDOB (Confederación de Pueblos Indígenas de Bolivia) in

Bolivia, the platform is dedicated to communication specialists, institutions,

national organisations and international bodies who are involved in

communication and development activities focusing on indigenous peoples”

self-determination and development.

ComDev Platform in the Near East

In collaboration with the American University of Beirut, CSDI supports a

ComDev platform in the Near East to offer a space for practitioners in the

region to share experiences and access ComDev publications and resources.

CSDI is currently working with the College of Development Communication

(CDC) of the University of Los Baños in the Philippines, that will host and

facilitate virtual exchanges on a regional platform in Asia, with a focus on

ComDev as applied to NRM, CCA and food security.



Technical Assistance to countries and field projects

The CSDI project has been working intensively at the field level, implementing

three pilot components in Bolivia, Congo DR and Jamaica. Further assistance

has also been provided to the design of communication strategies and

projects in Bangladesh.

The project provides two types of technical assistance:

> to FAO member countries and national institutions in the 3 selected

countries for the implementation of national ComDev strategies and plans; > to relevant projects, local institutions, extension services, NGOs, farmers

and indigenous peoples groups upon request.

The CSDI is supporting the application of ComDev to natural resources

management and climate change in selected countries focusing on:

> strengthening the capacities of local institutions, extension systems,

NGOs and other service providers in planning and implementation of

communication strategies and services; > assessing the institutional linkages required to mainstream communication

approaches and services into environmental and development policies; > developing a model for a broader application of ComDev practices to other

contexts.


Bolivia

Bolivia is a pioneer country in ComDev and FAO has been supporting

communication initiatives at the national level over the last two decades.

Since 2008 the CSDI project has supported the National Communication

for Development Plan in collaboration with the Bolivian Ministry of Rural

Development and Land (MDRyT) and the National Institute for Innovation in

Agriculture, Livestock and Forestry (INIAF) in the design and implementation

of communication systems and services for agricultural innovation and rural

development at the local and national levels.

At the national level the work of CSDI includes communication support in

communication to national agricultural policies and projects.

At the local level, CSDI has been using ComDev methods to design and

implement Local Innovation and Communication Plans (PLICs in Spanish)

to support agricultural development and NRM. PLICs are the result of

community consultations and the use of different communication processes

and tools directly managed by farmers and rural communities.

CSDI activities in Bolivia include the implementation of a series of PLICs for

Innovation in three pilot areas: the municipalities of Yapacani, Yacuiba and

Chiquitania.

16

There are three phases to this work: > Communication Appraisals: The participatory rural communication

appraisal method is used to facilitate knowledge exchange among local

stakeholders. This enables the identification of problems, solutions

and activities that can foster local innovation, capacity building and

communication strategies. > Planning: Based on the results and the priorities emerged from the

appraisals, CSDI facilitates the planning of long-term local programs and

communication strategies. > Implementation: The program is then implemented through Local

Innovation and Communication Plans (PLICs) and through the production

and use of multimedia training and communication materials.

The PLICs are the result of community consultations and participatory

processes, and include the use of different communication resources such

as videos, radio programmes, printed materials and training activities.

The PLICs are developed within the framework of “Espacios Locales de

Concertación”, which are venues for dialogue, negotiation of communication

activities and informed decision making. Local stakeholders participate in

the process, including organizations for farmers and small-scale producers,

NGOs, local governments and community media.

During the planning phase, topics are identified based on the outcome of the

participatory communication appraisals. The following priority topics have

been selected for the PLICs: pasture management for dairy cattle (Yapacani);

direct sowing (Yacuiba); water harvesting for diversified crops (Chiquitania)

and forage conservation (at the national level). At the same time, training

is being provided to development agents and community leaders in

using communication methodologies such as audiovisual pedagogy,

communication and knowledge modules (“Módulos de Capacitación y

Comunicación - MCC)”, multimedia information and other communication

tools including videos, brochures, guidelines and audio. These materials

support a two-way learning process and facilite dialogue between technical

expertise and local knowledge.

Activities and Results

The pilot projects are currently in an advanced stage of implementation. More

than 100 small-scale producers, as well as extension workers, technicians

and local promoters have been trained in audiovisual methodology and the

use of MCC to address priority topics.

Democratic Republic of Congo

As a country emerging from conflict, the Democratic Republic of Congo (DRC)

faces institutional constraints which hamper agricultural development. Many

agricultural policies and programmes adopted earlier were abandoned or

only partially implemented, due to lack of resources, low involvement of local

populations and weak institutional capacity.

For the last two years, CSDI has worked in collaboration with the FAO

project “Rehabilitation Programme of the National Agricultural and

Forestry Research System of the Democratic Republic of Congo” to design

and implement a communication component in support of agricultural

and forestry research and extension activities. Following an assessment

survey in the District of Cataracts in the Bas-Congo, the project designed a

Communication Action Plan aimed at identifying actors, beneficiaries and

media for the dissemination of messages on cassava and agro-forestry

innovative technologies. These areas of focus had been previously identified by

researchers and stakeholders through participatory activities. Furthermore,

the project trained the operators of Radio Ntemo and Radio Vu Vu Kieto, in the

pilot zone of Bas Congo, on ComDev approaches to enable them to collect and

disseminate local experience and traditional knowledge.

18

CSDI has since begun to work in the DRC concentrating on rural radio

stations as they address community issues in local languages. The following

priority areas of work were identified: > training of technical staff and journalists on participatory communication

appraisal in order to better understand the needs of farmers; > training in communication planning to appropriately disseminate messages; > improving broadcasting activities to ensure effective communication with

rural populations; > development of new communication programmes on climate change, food

security, agroforestry and reduction of greenhouse gas emissions.

At the institutional level, CSDI is currently collaborating with the Institut

National pour l”Étude et la Recherche Agronomique (INERA) and the

Ministries of Agriculture, Research and Rural Development in the field of

communication for food security and climate change and to support national

research and extension systems in the country. A Letter of Agreement has

been signed with the Institut Facultaire des Sciences de l”Information et de

la Communication (IFASIC) to carry out a ComDev analysis at institutional

and local level with a view for a consolidation of the project that will include

the preparation of a training module for rural radio operators in collaboration

with the World association of Community Radio Broadcasters (AMARC). In

this context particular attention will be paid to gender-related issues and to

this end, collaboration will be developed with the FAO Dimitra project.

Caribbean Region

In the Caribbean, CSDI provides technical assistance in ComDev mainly to

FAO projects focusing on community-based climate change adaptation, food

security and disaster risk reduction. Institutions are using ComDev methods

and tools, such as participatory video, ICTs, radio and other community

media to promote agricultural practices (e.g. establishing backyard gardens

and organic farms) that are helping to improve not only household health

and nutrition, but also their food security. Regional activities are being

implemented in collaboration with the Caribbean Centre of Media and

Communication (CARIMAC) of the University of West Indies.

Activities and Results


Jamaica

In Jamaica, CSDI designed a unique professional development programme

in ComDev for the Rural Agricultural Development Authority”s (RADA)

agricultural extension officers within the Ministry of Agriculture and

Fisheries. A set of modules are being delivered covering a wide range of

ComDev skills and methodologies, from participatory rural communication

appraisal (PRCA) to audience research, instructional video production,

scripting, camera skills and editing.

The CSDI also supports the FAO project “National Disaster Preparedness and

Emergency Response Plan for the Agriculture Sector” that has been working

to help Jamaica develop an Agricultural Disaster Risk Management (ADRM)

plan and to identify a number of best practices and mitigation measures for

farmers to minimize the impact of climate change. CSDI provided assistance

for the development of a multi-media tech-pack on DRR best practices to

reach less literate farming populations.

Similarly, it supports the “Master Gardener Programme of the EU-FAO Food

Facility” on the production of audio-visual packages to help the “Master

Gardners” trained in backyard gardening technologies to instruct others on

how to create successful and profitable kitchen gardens. Moreover, under


the above-mentioned EU-FAO food security programme, CSDI assisted the

Jamaica Organic Agriculture Movement (JOAM) to develop a comprehensive

tech pack on organic techniques for small farmers. The videos produced will

also be packaged as instructional web clips that can be downloaded from

JOAM”s website by organic producers as they learn.

St Lucia and Dominica

In the context of the Caribbean component implemented by CARIMAC, CSDI

provided assistance to ComDev activities in St. Lucia and Dominica. In St Lucia,

the CSDI-Caribbean program supported the development of a communication

strategy under the FAO project “Enhanced Capacities for Disaster Risk

Mitigation in Agriculture, Fisheries and Forestry” in collaboration with the

Ministry of Land, Forestry and Fisheries (MALFF). This includes the application

of ComDev approaches to promote community-based adaptation practices for

mitigation of climate-related disasters, building on farmers” own innovations.

21

A tech pack consisting of a training video and illustrated brochures will

enable the results of successful practices to be disseminated through pre-

existing farmer communication networks.

Similarly, a ComDev strategy is being developed to support the FAO Technical

Assistance project on “Improving Disaster Risk Mitigation Capacities in the

Agricultural Sector” in Dominica.

Bangladesh

Bangladesh has already implemented several ComDev initiatives using rural

radio and other media (e.g. cell phones) to support agriculture production,

socio-economic growth and awareness-raising for disaster preparedness

and risk reduction. CSDI work in Bangladesh mainly consists of providing

technical assistance to integrate ComDev methods and tools in agricultural

development programmes aimed at improving rural livelihoods and

addressing major challenges related to food security, access to markets and

the effects of climate change.

CSDI assisted the FAO project “Livelihood Adaptation to Climate Change” that

has been working in close cooperation with the Department of Agricultural

Extension (part of the Ministry of Agriculture) since 2007. The focus of

CSDI assistance was to enhance adaptive capacities of local communities

in drought and flood prone areas of the country. The result was an ad-

hoc Communication Strategy and Action Plan focused on strengthening

institutional capacities in ComDev and promoting participatory learning for

community-based adaptation to climate change.

CSDI has also assisted the Government of Bangladesh in the design of

a two-year FAO Technical Cooperation Programme: “Enhancing Rural

Communication Services for Agricultural Development through Rural

Radio”. The project focuses on improving knowledge and information sharing

through the implementation of community-based radio in the South-Western

coastal areas.


22 The Way Forward

5 The Way Forward

Through the work of CSDI, it has become evident that ComDev

approaches are essential to cope with climate change,

strengthen food security and manage natural resources in a

sustainable way.


However, there is still a need to develop a strategic framework to foster the

institutionalization of ComDev within national agricultural and NRM policies

at the country level. It is necessary to assess how knowledge institutions

currently address climate change, NRM and food security in their work with

rural communities and then determine how best ComDev can help build their

capacity to carry out the following activities:

> participatory research and horizontal knowledge sharing; > improving advisory services for technology innovation; > supporting climate change adaptation and disaster risk management; > linking global environment information, local knowledge and communities; > creating policy dialogue between institutions and small farmers.

The next step for CSDI is to scale up and mainstream the most successful

strategies and services tested in the pilot projects. The intention is that

these processes can be consolidated and sustained as part of national

rural development policies. To this end, the implementation of regional

communication networks and platforms can be of great help in improving

the knowledge base of local institutions and practitioners while enhancing

their collaboration for the application of ComDev.

In order to draw lessons and identify the most successful strategies

from the CSDI pilot projects, a participatory stocktaking exercise is being

carried out with the active involvement of different project stakeholders

from the local to the global level. This exercise involves participants from

national institutions, farmers” organizations and communication networks.

The preliminary results of stocktaking exercise, encourage an in-depth

assessment of the CSDI outcomes at the global and field level.

Ultimately, the CSDI experience seeks to demonstrate the positive impact

of ComDev approaches on stakeholder participation, mutual dialogue and

decision-making. It underlines the need for ComDev as part of agricultural

and rural development initiatives, particularly when it comes to facing

issues that impact people”s life such as climate change. It makes evident

the role of communication for ensuring that the most vulnerable groups

are empowered to make their voices heard and to improve their livelihoods.

Printed in Italy on ecological paper - September 2011Design and layout: Pietro Bartoleschi and Arianna Guida ([email protected])

PhOTO CReDITS

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Food and Agriculture Organization of the United Nations (FAO)

www.fao.org

Office of Knowledge Exchange, Research and Extension (OEK)Research and Extension Branch (OEKR)

Communication forSustainable DevelopmentInitiative

CSDI Partners> Agricultural Information Service, Department of Agricultural Extension (DAE) - Bangladesh> Caribbean Centre of Media and Communication (CARIMAC), University of West Indies - Jamaica > College of Development Communication (CDC), University of Los Baños - Philippines > Institute Facultaire des Sciences de l”Information et de la Communication (IFASIC),

University of Kinshasa - DR Congo > Instituto Nacional de Innovación Agropecuaria y Forestal (INIAF) - Bolivia> Onda Rural http://onda-rural.net/

CSDI Core TeamMario Acunzo, Lead Technical Officer [email protected] Federica Matteoli, Programme Assistant [email protected] Marzia Pafumi, Research Assistant [email protected] Vanessa Vertiz, Assistant for Latin America [email protected] For further [email protected]://www.csdinitiative.org

Related sites http://csdi.carimac.comhttp://www.plataformaindigena.orghttp://www.comunicacionparaeldesarrollo.org

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