2024 Silver Sustainability

Entrant: CABI

Client: CABI

Entry Title: Sustainable farming, sustainable planet

Executive Summary

What if you could make pesticide usage safer and protect farmers, consumers and the environment? CABI did so in Kenya by using social and behaviour change communication.

Strategy

The campaign localised the global issue of pesticide risk reduction by sharing data on how farmers were using chemicals in Kenya with farmers, pesticide suppliers, government and traders for their validation, prioritisation and input into the strategies that would deliver change. Key insights on the behavioural drivers for change were gathered, and a team of stakeholders built to champion the initiative.

A key insight showed farmers had a good level of knowledge about pesticide risks but weren’t taking steps to mitigate them. One reason was economic - the incentive to make more from produce by reducing the pesticide cost; and the second driver was being part of a farming community with pride in their work and in feeding the country safely. These insights led to the positioning: Ukulima True, or 'True farmer' in Swahili.

Creativity

Ukulima True was designed to resonate with the sentiment of the farming community by reflecting pride in being a farmer who manages pesticide risks. Communication assets were entertaining and memorable, such as a jingle for the campaign and radio dramas based on common local scenarios.

Mass media and interpersonal communication achieved the desired outcomes. The work increased awareness of pesticide risks; local language and major radio shows, along with the showcasing of videos through local screening venues, were key.

Farmers were reached directly through group meetings with trained lead farmers, using talking book technology to share and discuss pesticide risk reduction practices. Social media influencers were recruited to promote digital tools that would reduce the risk of pesticides. Community meetings and training for government and pesticide dealers was facilitated so their interactions with farmers would support pesticide risk reduction.

Results

The pilot demonstrated that targeted behaviour change interventions can effectively improve agricultural practices. Results indicated significant levels of behaviour change around targeted behaviours, including:

• 41% increase in farmers monitoring their farms for pests
• 28% increase in wearing protective clothing when using pesticides
• 16% increase in those seeking the services of spray professionals

The Team

CABI - Tamsin Davis, Strategic Lead - Development Communication - Geoffrey Rugaita, Social and Behaviour Change Lead - Africa - David Onyango, Corporate and Development Communication Specialist - Rahab Njunge, Project Officer

CBCC - Catherine Lengewa, Technical and Strategy Director - Philip Kinyota, Associate Technical Director