Lessons from Long An

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Lessons from Long An

• Lesson one A motivational media campaign works.
• Lesson two It will succeed if a participatory
  process is initiated with various stakeholders
  from research, extension, local government and
  NGOs to

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Participatory process

• - Enhance buy-ins and ownership from
• stakeholders
• - Leverage local support
• - Serve as the platform for designing the
  solution to the problem as well as managing
  implementation

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Lesson 3

• An important first step is to identify local
  farmers
• perspectives and the way they see the problem
• through
• focus group discussions (FGD)
• analytical frameworks

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Lesson 3

• Project team applied a set of analytical
• frameworks to understand sociological and
• ecological nature of farmers pest problems.

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Lesson 4
Campaign process involved these steps Step 1
Baseline survey based on FGD results to
- identify intervention opportunities
- design appropriate simple rules
- develop communication approaches


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Lesson 4
Step 2 Message design workshop to
- choose the most appropriate media
- develop prototype campaign materials -
draft work plan - organize campaign committee


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Campaign management committee

• Governor Sui as co chair.
• - became the project's spokeswoman
• - made presentations in national assembly
• meetings.
• - became a hero of the project.

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Campaign process

• Step 3 Pretest prototypes, modify if needed,
• finalize and mass-produce for distribution
• Step 4 Launch campaign on World Environment
  Day with agriculture minister and other key
  officials, NGOs, farmers and media
  representatives invited for high visibility.

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Campaign process

• Step 5 Implement campaign distribute
• materials, establish demonstration
• plots, etc.

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Campaign process

• Step 6 Conduct management monitoring survey two
  months after launch to
• - assess materials distribution and
• implementation of field activities
• - remedy distribution problems

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Campaign process

• Step 7 Plan and conduct post-test survey to
  determine effect.

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Campaign process

• Step 8 Organize a final show-and-tell
  workshop inviting key officials, agricultural
  leaders, scientists, extension specialists from
  other provinces to
• - communicate the projects process,
  materials achievements
• - stimulate multiplier effects

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Participatory process

• Establish a platform for all stakeholders.
• Stakeholders become equal partners it is
  important for us to respect all partners.
• - As external entities, we must always be
  
• careful not to impose, demand and
  claim honor.

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Participatory process

• Participatory problem solving and solution
  development.

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NARES

• The objective must also be that of the NARES.
• They must have the capacity, structure, support,
  finance and desire to conduct the project.
• - NARES structure may prevent it, e.g.,
• Philippines, where extension is devolved and
  provided with little support.

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As scientists

• We must be thorough, objective and have
  scientific rigor.
• Ensure the proper conduct of data gathering,
  pretesting, analysis and inference from data.

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As scientists

• If the research is superficial, then no one will
  pay attention to it.