communications in maize afs
TRANSCRIPT
COMMUNICATIONS in MAIZE AFS
Geneviève RenardJanuary 25, 2017
CRP Phase I Highlights
Communications StrategyCommunicate about: program, science, results and progress through different channels. – Document and share: successes of projects, partnerships
and competitive grantees.– Promote: learning and sharing of information.– Engage with: actors on the ground, media and marketing
campaigns, NGOs, other CRPs.– Provide support for: policy dialogue and events.
Partners• Highlight, communicate and document the
results of successful partnerships via MAIZE communications mediums:
– 134 national agricultural research institutes
– 24 regional and international organizations
– 33 advanced agricultural research institutes
– 100 universities in developing and developed countries
– 67 private sector organizations– 57 non-government organizations and
farmer associations– 11 country governments that host
maize offices– Nearly 200 small- and medium-sized
seed companies, and over 200 community-based seed producers that reach out to disadvantaged farmers
Theory of ChangeCommunication about Partnerships at CRP level
Activities Outputs Immediate Outcomes Intermediate Outcomes Impacts / Long-term Outcomes
Strengthened partnerships under MAIZE
CRP
Achievement of MAIZE
CRP’s results
Strengthened CRP MAIZE’s
story, identify and credibility
Greater strategic and operational
alignment of partners and CRP MAIZE’s
scientists
Partners and CRP MAIZE scientists
have better understanding of CRP MAIZE and its partnerships
Partners and CRP MAIZE’s
scientists increased sense of ownership to the CRP and its partnerships
Partners and CRP MAIZE’s
scientists increased
awareness of the CRP and its
partnerships
Increased demonstration
of partners’ contribution via
CRP MAIZE
Audiences and partners analysis
Preparation and dissemination of communication
material
Strategic communication
planning
Translating scientific
information for different
audiences
Cross-promotion with partners
and CRP MAIZE’s scientists
Documented audiences and partners and
associated roles, needs, capacities
Communication Strategies
Communication materials:
e.g., reports, newsletters, magazines,
articles, social media,
conference support
with linkages to associated
partners and CRP MAIZE’s
scientists
MAIZE communication channels• Website
– Nearly 150,000 views since launch
– In-depth articles communicating MAIZE research
• Quarterly Newsletter– Share updates and
achievements with stakeholders
• Social Media – MAIZE Facebook page: an
online social platform
Selected Communications ProductsTechnical Annual Reports
Editing and formatting support for MAIZE CRP Documents
Annual Reports
“Women Working with Maize in Mexico” photo documentary
Quarterly Newsletters
Website Articles
Social Media Content
MetricsQuarterly MAIZE CRP NewslettersSent to: 1769 peopleOpened by 26.3%
MAIZE Facebook27.5% increase in Facebook likes from January 2016-2017
Most popular posts this year:
Newsletter
Contributing to Global ‘Maize’ Conversation
Published numerous articles in 2016 highlighting MAIZE projects, goals and partnerships, such as…• Ancient maize varieties provide modern solution to tar spot complex
– Posted to MAIZE, SeeD and CIMMYT websites– Shared on: CGIAR Facebook, Seedquest, and Global Plant Protection News
• Red root marker creates new opportunities for DH breeding• Maize seed systems in Africa: Understanding the basics• Emergency seed project brings relief to drought-affected farmers in Ethiopia• Learning from 8,000 people to integrate gender into agricultural research• Spotlight: MAIZE in Africa
Success stories
Collaborating with donor institutions• Short history of drought tolerance breeding for tropical maize developed in collaboration with UNDP, as part of CIMMYTand UNDP’s 50th anniversary celebrations, which coincided in 2016 acknowledging UNDP’s initial investment Highlighting the Drought Tolerant Maize for Africa Initiative (DTMA) with IITA
• Sue Desmond-Hellmann, Bill & Melinda Gates Foundation CEO, visited CIMMYT HQ to learn more about how our research reaches smallholder farmers and even tried her hand at making a pollination in maize!
Joint campaigning
Donor engagement
Videos and Infographics
MAIZE CRP Infographic, 2014 Videos, MAIZE website Climate Change and Maize in Asia Infographic, 2014
GENNOVATE
• MAIZE and WHEAT leading on study cases globally
• Inform colleagues, partners and stakeholders on updates and progress through annual report articles, blog posts, newsletter and social media updates
• Provide content for CGIAR Gender and GENNOVATE pages
GENNOVATE is a cross-CRP, global comparative research initiative which addresses the question of how gender norms and agency influence men, women and youth to adopt innovation in agriculture and natural resource management (NRM).
https://gender.cgiar.org/collaborative-research/gennovate/
CampaignsYour contributions to communications campaigns raise awareness among critical audiences (donors and the scientific community) about your work, as well as recognizing peers and partners' contributions, helping to strengthen these essential collaborations and making your work more effective.
Part of what we’re trying to do with engagement is show donors that we see them as more than an ATM
Successful campaignsCan sub-Saharan Africa feed itself?
PNAS paper with CIMMYT author Kindie Tesfaye, SEP Researcher, turned into a press release and shared with press list.
Wageningen sent it to Eurekalert, story became picked up by at least 50 media channels and high # of hits
MAIZE-CIMMYT-CCAFS campaign in Zimbabwe
• Based on two components:1/ Current warming will reduce yields unless maize breeding and seed systems adapt immediately Nature and Climate Change
2/ CIMMYT’s work to develop and disseminate heat-tolerant maize varieties in Southern Africa (particularly Zimbabwe) based on early use of climate models to determine future breeding environments. Varieties in huge demand by seed companies in Southern Africa
Target audience, press release on sc. paper, messages, field trip in Zimbabwe with journalists and CIMMYT Zim team over 50 articles, and continuing
“Secret Scientists” Campaign• Shared photos and
stories from MAIZE publication “Photos of women working with maize in Mexico”
• Part of global conversation around the International Day of Rural Women 2015
• Shared via blog posts, press release and social media, picked up by Reuters
Why engage in social media?
Social mediaPublic conversations
Public figuresJoint campaigning
Donor recognition Donor engagement
Value Added by CommunicationsExcel chart of varieties released by MAIZE and partners, 2015
Value Added by CommunicationsMap of varieties released by MAIZE and partners, 2015
Challenges
• Getting information back from partners
• Consistent branding
• Geography!
(and Opportunities)
?
The Way Forward…Communications in Phase II
Issues
• MAIZE Agri-food system, messaging around AFS • Climate change, research on diseases (MLN info portal)• Nutrition biofortification, balanced diets, MAIZE?• Capacity development online training• YOUR messages….
Improving synergies with other CRPs• Climate Change, Agriculture and
Food Security• Agriculture for Nutrition and Health • Policies, Institutions, and Markets• …
Establishing strong linkages • Excellence in Breeding Platform• Big Data Platform
Cross-CRP collaboration & Platforms
The Way Forward…Communications in Phase II
How are we going to communicate about this?
• Annual report• Newsletter• Updated MAIZE website (in progress)• CIMMYT/IITA websites• Publications• Social media• Campaigns• Infographics, maps, videos, …• Cross CRP-collaborations
And to do this, we need your help…
www.MAIZE.org
Bianca BeksCommunications Officer CGIAR Research Program on MaizeEmail: [email protected]: biancabeks
Jennifer JohnsonCommunications ConsultantCGIAR Research Program on MaizeEmail: [email protected]: jenn.393
Please Contact Us!