NOTE 24: Extension campaigns

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Implementation 

All campaigns have common features, regardless of the methods used to disseminate messages (1)
For earlier efforts to develop strategic extension campaigns, see Adhikarya, R. 1997. Implementing strategic extension campaigns. In: Swanson, B.E., Bentz, R.P. and Sofranko, A.J., eds. Improving agricultural extension. A reference manual. Rome: Food and Agriculture Organization of the United Nations, chapter 10.
. The following generic points are based on experiences with plant health rallies (Box 2) and the SCALE approach (Box 3). 
  • 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.