sharing knowledge, giving voice · marketing health nutrition employment climate change adaptation....

farmradio.org@farmradio

Sharing knowledge, giving voice


FRI was established in

1979


“We envision a world where the work

of African farm families brings

prosperity and food security to

themselves, their communities and

their countries.

OUR VISION


“We support African broadcasters to

provide radio services that share

knowledge and amplify the voices of

small scale farmers, their families

and their communities.

OUR MISSION


Why Radio?

Radio is the best, most reliable, and often the only way to provide small scale farmers with information in their

own language that they can understand and act on.


Even Today?

With the spread of mobile phones, radio is more effective than ever: two way, interactive, voice-giving


RADIO IS DEAD . . .

LONG LIVE RADIO!

As generations of farmers know, radio, when done well, can impact millions with actionable and relevant

information on proven innovations.


CANADIANEXPERTISE

FRI’s beginning arose out of a strong Canadian history in the area of communication for development.

Watch George Atkins, former CBC broadcaster and FRI’s founder, explain how the organization got its start on a bus in Zambia.


600+ radio partners

in 38 countries in sub-Saharan Africa

8 offices in African countriesincluding a regional office in Arusha, Tanzania

40+ development partnerships

since 2010


COUNTRY OFFICES

○ Burkina Faso○ Ethiopia○ Ghana○ Kenya○ Malawi*○ Mali○ Niger○ Tanzania○ Uganda

* in Malawi we work with our strategic partner and affiliate, Farm Radio Trust, a national

NGO


RESOURCES AND

SERVICES○ Radio scripts / resource

packs○ “How to” documents○ Online news service○ Social networking site for

broadcasters○ eLearning courses○ Convening the FRI network

OUR WORK

INTERACTIVE RADIO

PROJECTS○ Radio for development

projects○ Polling and feedback shows○ Radio strategies on:

● staple crops● value chains● weather advisory● marketing● health● nutrition● employment● climate change adaptation


RADIO RESOURCES

We equip radio presenters, producers and managers with the training and content resources necessary to

produce entertaining and informative radio.


RADIO RESOURCES

○Radio scripts / resource packs (over 1,000

items to date)

○News stories / news service

○“How to” documents

○eLearning courses

○Network of 600+ radio partners


ACHIEVING SCALEThrough Interactive Radio Projects

Radio, when done well, can impact millions with actionable and relevant information on innovations that

have been proven to work for farmers.


1.PARTICIPATORY METHODS

Interactive participatory radio can help farmers learn, discuss and adopt on a large scale.


2.PROVEN TECHNIQUES

FRI has tested its participatory radio campaign methodology over 100 times across 8 countries.


3.MULTI STAKEHOLDER

FRI’s approach is based heavily on playing a “convening” role with multiple partners including government, the private sector and NGOs.


4.ENHANCING TRADITIONAL EXTENSION

FRI’s approach aims to enable traditional extension workers to do their job more efficiently and reach more farmers with crucial information.


OUR RADIO APPROACHES

REGULAR FARMER PROGRAMA regular farmer program is an ongoing radio program geared to meet the information needs of

the listening audience. It builds a relationship between and among farmers, broadcasters and

extension services to share knowledge and amplify the voices of farmers.

PARTICIPATORY RADIO SERIES (PRS)A PRS is aimed at increasing knowledge around a particular topic, agricultural improvement or

health issue. It includes the voices of farmers to ensure the program is relevant to the knowledge

and attitudes of listeners.

PARTICIPATORY RADIO CAMPAIGN (PRC)A regular farmer program is an ongoing radio program geared to meet the information needs of

the listening audience. It builds a relationship between and among farmers, broadcasters and

extension services to share knowledge and amplify the voices of farmers.

RADIO MARKETPLACE (RMP)An RMP is an ongoing radio program aimed at supporting farmers to secure the maximum value

from their harvest. These participatory programs address market barriers farmers may face and

discuss the basics of marketing: place, price, product and profit.


OUR RADIO APPROACHES

REALITY RADIOReality radio is a ground-breaking radio program aimed at shifting attitudes and perspectives on

an issue. This format maximizes on entertainment value and often appeals to the younger

generation of listeners.

RADIO DRAMAThis entertaining radio feature can increase awareness of and shift attitudes towards a particular

issue. FRI has extensive experience in working with local African writers and production houses to

create entertaining dramas with high production value, while still targeting the content towards

local circumstances and cultural dynamics.

LISTENING POSTThis short radio series serves to measure attitudes and opinions on specific questions in real-

time, allowing project stakeholders to plan mid-course corrections to development projects or

solicit unfiltered opinions from rural audiences.


What is reality radio? In 2013 FRI worked with the Rockefeller Foundation to create a brand new form of radio in Mali. It follows the ups and downs of 6 young contestants who are vying to become Mali’s best new farmer. Youth in many African countries have a perception that farming is not a profitable enterprise. This project aimed to change that.


25,000,000

Estimated number of African farmers provided with radio-based extension services since 2010


50%

A 2014 study with Irish Aid in 4 countries showed that

on average, Quiz scores were 50% higher for listeners

than non-listeners.


5x

A 2014 study with Irish Aid in 4 countries showed that

on average, people in listening communities are 5x

more likely to to take up a practice featured in a

participatory radio campaign.


LASTING CHANGE

FRI uses an “in-station” approach to training of radio broadcasters which aims to build the skills of all station

personnel to deliver high quality radio.


1.FACE TO FACE TRAINING

As part of impact projects with other development partners, stations get professional face-to-face training.


2.CONSISTENT STANDARDS

All radio partners are trained on and adhere to the FRI “VOICE Standards” for radio program quality.


3.DISTANCE COACHING AND TRAINING

FRI hosts online eLearning courses to complement in-person training and offers distance coaching for station staff.


100+

Radio stations trained on standardized FRI approach to participatory communication since 2010.


ICT INNOVATION

FRI integrates interactive mobile technologies into all of its projects which enable two-way communication and

leads to a better impact on audiences.


1.RADIO AND ICT INNOVATION LAB

FRI has established a bleeding-edge Radio & ICT innovation lab in Arusha, Tanzania.


2.LOW COST INTERACTIVITY

FRI has developed ICT-enabled services that leverage voice, SMS and data which can be offered for little to no cost for the end user.


3.INSTANTANEOUS FEEDBACK

The ICT innovations that are present in all of FRI’s projects enable real-time feedback by listeners which can provide valuable M&E data.


4.AMPLIFYING FARMER VOICES

Using radio and integrated ICTs to solicit real-time, large-scale feedback on various topics. This can be used to hold decision makers to account and can aid in mid-term corrections for projects.


10,000

Number of farmers that took part in a country-wide polling radio program aimed at understanding their

access to markets in Tanzania in 2013.


HEARING FROMTANZANIANS

Over a three-week period in June, Farm Radio invited Tanzanians to respond to four questions which are central to Canada’s international assistance policy.


3000

Nearly 3000 Tanzanians shared their perspectives in response to a survey administered in partnership with

two Tanzanian radio stations. This Listening Post program resulted in over 9,000 unique interactions with

listeners.


5.MAPPING REACH

Cutting edge mapping technology is used to estimate reach and to understand needs and opportunities in broadcast zones


Experience a demo of FRI’s “Beep4Weather” service. A weather advisory service that goes beyond simply providing a forecast. It includes vital info but also weather interpretation via voice and is completely free for the farmer.


COST EFFECTIVE

FRI can provide unprecedented impact for a fraction of the cost of many traditional rural extension models.


1.COST PER LISTENER

FRI’s impact projects can reach a farmer with vital extension information for pennies per listener.


2.COST PER ADOPTER

FRI’s participatory radio campaigns can persuade listeners to adopt agricultural practices for about $1 USD per farmer.


AWARD WINNING

2010

2012

2013 2015

2014


OUR VISION FOR THE FUTURE

From projects to platforms


INTERACTIVE RURAL RADIO PLATFORMS

Move from one-off projects to interactive radio

platforms that become an integral and transformative

component of public extension systems at various

levels as well as a trusted and dependable mobilizer of

and advocate for small-scale producers.


THANK YOU


GET IN TOUCH

farmradio.org

@farmradio

[email protected]

sharing knowledge, giving voice · marketing health nutrition employment climate change adaptation....

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