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The Approach
The project used a multi stakeholder planning process that involves research, extension, local governments, mass media, radio and TV stations. This process helps cultivate local ownerships and quality partnerships. It began with a farmer participatory research involving 951 volunteer farmers in 11 provinces who evaluated the effects of three reductions on their yields and incomes. These results together with focus group interviews and baseline surveys were then used in a “Message design Workshop” of all stakeholders, where they participated in creating the slogan, messages, media materials and campaign plans. When the materials pre tested and mass-produced, a highly publicized launching ceremony was conducted. Two months later a monitoring survey was conducted to determine if the materials had been well distributed. A year later focus group interviews were conducted and a post campaign survey was carried out to determine effects of the program.
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