- Start at the geographical scale you wish to influence; avoid pilot efforts that start in hope but may fail to materialise into a full campaign.
- Define the topic (Box 1) and common goal; focus on practical needs of farmers. Draw up a schedule of activities, the expected end point of the campaign, and the deadline for assessing outcomes.
- Assess strengths of cross-sector networks to identify the roles of public, private, and civil society partners – the most effective campaigns depend on broad alliances.
- Involve representatives from all sectors (including mass media) in planning activities; identify the key people and organisations that can make change happen.
- Identify communication channels that maximise information flow. Prepare guidelines on different ways to deliver messages: plant health rallies, radio programmes, mobile phones (texting), social media, farmer meetings, and so on.
- Define and validate the key messages to be conveyed. Design involvement. Ensure there are enough funds to support proposed activities. It is important to show what a campaign has achieved beyond the numbers of people reached. What happened after key messages were disseminated?
- Compare knowledge, attitudes, and practices before and after the campaign. Carefully consider what data you really need and who will coordinate data collection and analysis.
- Cost all actions, identify funds, and confirm partner contributions.
- Ensure that results and lessons learned are published and shared with all participants.
Campaigns require careful planning and work best when there is widespread consultation and multi-sector involvement. Ensure there are enough funds to support proposed activities. It is important to show what a campaign has achieved beyond the numbers of people reached. What happened after key messages were disseminated?
Large-scale campaigns require major funding, and this usually means separate, donor-funded projects. More modest local campaigns are still worthwhile and can act as the starting point for greater support from government.