Presenters Karen Hampson Sheila Huggins-Rao FRI.

Transcription

1 Presenters Karen Hampson Sheila Huggins-Rao FRI

2 FRI approach: integrate nutrition with existing agricultural programs and interventions Radio?

3 1) Working directly with nutritional specialists to develop radio programs 2) Supporting broadcasters to produce radio programs that focus specifically on nutritional health 3) Combining face-to-face activities to broaden understanding of nutritious crops, and how to prepare and serve them to their families 4) Target both men and women in the programs that will help to inform decisions on what to grow, eat and consume for the household. 3

4 Two recent project examples: 1. Using radio mini-drama to contribute to increasing knowledge and consumption of Orange Sweet Potato in Uganda 2. Promoting the Production and Consumption of Sweet Potato in Ghana, Uganda, Tanzania, Burkina Faso through participatory radio campaigns (PRCs). 4

5 Designed to contribute to nutrition outcomes in four key areas: Increasing in overall nutritional knowledge Diversifying approaches to preparing newly introduced crops (OFSP) Linking nutrition with broader development interventions Increasing usage and demand for nutritious crops 5

6 Approaches used Audience research vital for understanding knowledge gaps, planning broadcast times, selecting partner radio stations, baseline/endline, strategy comparisons, controls ICTs for immediate audience feedback and increased interaction (SMS, voice, beep-to-vote etc) Close partnerships with CIP, HarvestPlus & other countrylevel OFSP partners to ensure messaging is consistent, accurate &locally relevant - (e.g. Advisory groups, comments on scripts and technical questions, input at Program Design Events, feedback on programs, sharing technical resources) Broadcaster training in interactive radio and OSP Monitoring and outcome evaluations 6

7 My Children radio drama Thirty episodes, each 2-4 minutes long, repeated Relationship between portion of PRCs Heard and Score on Knowledge Quiz from 2010 Survey 100% Each episode focused on one key message or piece 90% of information 80% Focused 70% on production & nutritional aspects of OSP 60% Listeners participate through free SMS 50% 0-20% on quiz polls and quizzes at the end of each episode 40% 40% on quiz 60% on quiz 30% 80% plus on quiz Listeners 20% can call & listen to previous episodes for 10% 55ugx p/min 0% All Most More Half Less than Few None than half half Portion of PRC Episodes Heard by Respondents 7

8 OFSP promotion ( Uganda, Tanzania, Ghana, Burkina Faso) 4 countries, 15 radio stations, 42 campaigns broadcasted in total ( ) TopicsDesigned included: to nutritional help small-scale knowledge farmers, regarding young particularly children & mothers, female farmers, production, increase consumption & sales production of nutritious food in the Household context survey of a baseline changing and climate. endline conducted Combination of PRCs & mini dramas used in selected stations ( Tanzania, Ghana, Uganda) using varying degrees of both 8

9 Outcomes - drama - Farmers have gained knowledge on nutrition content of Relationship between portion of PRCs Heard and Score on Knowledge Quiz from 2010 Survey OSP & its use, Vitamin A & effects of Vitamin A deficiency 100% - Positive change in attitude to OSP, in turn leading to high 90% demand for OSP vines 80% - Vines are 70% now moving around Uganda & being shared by 60% farmers. 50% 0-20% on quiz - Women want to join groups so as to obtain 40% on OSP quiz vines 40% 60% on quiz - Children ask for OSP, attracted to its colour & taste 30% 80% plus on quiz - Those who have vines say they have started to change their 20% lives, others 10% are still accessing vines and plan to grow. 0% All Most More than half Half Less than half Few Portion of PRC Episodes Heard by Respondents None 9

10 Emerging Outcomes OFSP project Increase in nutritional knowledge, resulting from regularly listening to the programs. Increase in demand for planting material Diversification of preparation methods for household consumption (yogurt, chapatis, bread,etc.) Higher prices for sales in OFSP than other varieties (Ghana) Demand for vines and products (roots, flours, processed foods in non-traditional growing areas & urban centres) evidenced through beep-to-vine study (Tanzania) 10

11 Opportunities Interactive radio (accurate, entertaining, demand-led) is an efficient means Relationship for between scaling portion up of PRCs knowledge Heard and Score on & usage of OSP Knowledge Quiz from 2010 Survey shown by increase in demand for vines in Uganda and 100% Ghana, 90% increased consumption. 80% Programs on general nutrition are worthwhile, previous to 70% specific 60% content (eg OFSP) 50% 0-20% on quiz 40% on quiz Approach 40% is cost effective cents per listener 60% on quiz 30% 80% plus on quiz Potential to increase both supply and demand of OSP and 20% products 10% in urban centres through radio promotion 0% All Most More Half Less than Few None Interactive radio for nutrition what is most effective than half half Portion of PRC Episodes Heard by Respondents approach for remote target groups? More work needed 11

12 Sharing knowledge, giving gplus.to/farmradio facebook.com/farmradio