Seeding new ideas in agriculture: Nudging the knowledge and behavior of Kenyan youth at scale
1. Seeding new ideas in agriculture :nudging the
knowledge and behavior of Kenyan youth at
scale
Presented by Rob Burnett at the ILRI livestock
live talk, Nairobi, 25 April 2013
www.welltoldstory.co.ke
4. 26FM stations daily
3.2+ million listeners everywhere
200+ million reads
in three years
1,000,000+ engagements
since 2011
Tens of thousands of
SMS messages
5. Making money
Starting a small business
Writing a business plan
Accessing finance
Football, sports
New crop varieties
Changing weather
Livestock vaccines
Priming seeds
Peace
Talking to authority
Better safer schools
School councils
Selecting good seeds
Demanding accountability
Getting heard by local Govt
Elections
Impunity
Good water supplies
Slum farming
Organising for citizen agency
Hospital stock-outsBudgeting
Saving money
ID cards
Acting against hate speechBanking
Entrepreneurism
Getting better services
Romance
Comedy
Action
Opportunity
Keeping livestock
Sex Planning
6.
7.
8.
9.
10. “Hey m frm msa n m 1
guy wu had lost hope in
votin but den cme dis
magazine shujaz chapta
33 a conversation betwn
dj b n filo n I av juz
ryalzd kumbe hop z stil
alive”
A. D. Mombasa Nov 5
11. “Thanks to Shujaaz, I have
been empowered and I am
proud of it. Other youths
should know that those
small projects you are
promoting, with slight
adjustments, yield amazing
results. Thank you DJ B for
enlightening me.”
P. A. Nakuru
12. DJ B, thanks to Shujaaz, I’ve planted
bananas and sweet potatoes and
they are doing very well.
Tyson G.
Eeeh DJ Boyie, thanks for opening my
eyes. This is some good information. I
didn’t know this. Big up yourself
Juliet M.
Hey mzito! Am trying ma best to use
your farming methods. I’m currently
in shagz.
Daviex D.
De farming idea, de one frm Malkia,
Eric and Shosh, it will be good if you
can repeat that idea in the nxt chapta
ya Shujaaz
Dorothy B.
DJ Boyie, Ch 34 gave me a lot of
mafunzo abt the new method of
planting my maize. Thanx a lot.
Sammy J. Kisii
14. PERSUADABLES INNOVATORS
THE OVERALL AUDIENCE
moves through
Awareness, Endorsement to Intention
over time
AWARENESS
ENDORSEMENT
INTENTION
INTERMEDIATEACTION
MAINTAININGBESTPRACTICE
SHUJAAZFM:
CELEBRATE
NEW
CONCEPTS
SHUJAAZFM:
ILLUSTRATE
MERITS OF
ACTION
SHUJAAZFM:
ENGAGE
WITH
INNOVATORS
SHUJAAZFM:
ENCOURAGE
CONNECT &
ENABLE
15. EMPOWERMENT ACTIONAWARENESS
NEW MINDSET
NEW NORMS
ACTION
= Awareness + Endorsement
= Mindset + Access to
Opportunities
AWARENESS
ENDORSEMENT
INTENTION
INTERMEDIATEACTION
MAINTAININGBESTPRACTICE
SHUJAAZFM:
CELEBRATE
NEW
CONCEPTS
SHUJAAZFM:
ILLUSTRATE
MERITS OF
ACTION
SHUJAAZFM:
ENGAGE
WITH
INNOVATORS
SHUJAAZFM:
ENCOURAGE
CONNECT &
ENABLE
Large scale mass media create a
giant shared conversation
Interactive technologies connect
empowered individuals to opportunities
16. National Youth profile
Longitudinal panel
Cross-sectional surveys
(monitoring
Facebook, SMS etc)
ethnographic approach via
informants.
Targeted field visits to
triangulate informant info
& as follow-on of cross-
sectional surveys to
measure change, if any
Randomised control trials
long term via
longitudinal studies
follow-up on baseline
level of awareness,
engagement & influence
year after year
AWARENESS
ENDORSEMENT
INTENTION
INTERMEDIATEACTION
MAINTAININGBESTPRACTICE
SHUJAAZFM:
CELEBRATE
NEW
CONCEPTS
SHUJAAZFM:
ILLUSTRATE
MERITS OF
ACTION
SHUJAAZFM:
ENGAGE
WITH
INNOVATORS
SHUJAAZFM:
ENCOURAGE
CONNECT &
ENABLE
17. National Youth profile
Longitudinal panel
Cross-sectional surveys
(monitoring Facebook,
SMS etc)
Ethnographic approach via
informants
Targeted field visits to
triangulate informant info
& as follow-on of cross-
sectional surveys to
measure change, if any
Randomised control trial
long term via
longitudinal studies and
mid-term and end-line
follow-up on baseline
In depth case studies
AUDIENCE
To best assist
young people
How to guide
rather than tell
To help them be
enquirers
WELL TOLD STORY
Strategic/
organisational
Operational
PRACTITIONERS
Partners’
operations
Govt operatives
and intermediaries
Other CSOs NGOs
iNGOs
Private sector
POLICY MAKERS
National Govt
International
development
agencies
International
academics
19. NEW MINDSET
NEW NORMS
ACTION
participation
responsibility
planning
readiness to grow/ change
openness to innovation
response rates
uptake of services
sales
policy change
new behaviour
media
government
social policy
commercial forces
economy
gender
intergenerational exchanges
governance
education
market access
UNOFFICIAL LOGO!IN 2009 51% UNDER 1864% UNDER 25I’M SURE YOU’VE ALL SEEN THIS BEFORE BUT I THINK IT’S REALLY IMPORTANT TO KEEP IN MIND WHEN THINKING ABOUT WHO WE REALLY NEED TO TALK TO ABOUT KEY ISSUES OF GOVERNANCE....
These are the real young people of modern Kenya – we’re showing the world as it is
LEARNING 1: MEET THE AUDIENCE ON THE MEDIA WHERE THEY ALREADY AREWilliam gibson - cyberspace
So what are the topics for all this conversation?1st question – what do they want to know about? RESEARCHThen you can filter in all manner of conversations – but always built around what the audience is interested in And that means when we needed to make a story about new variety maize seeds we began with soccer and romanceThe money
IN THIS STORY WE ASK THE YOUTH TO MAKE A DECISION BETWEEN INACTION AND ACTION – WHAT MIGHT HAPPEN IF YOU CHOOSE TO BE PASSIVE AND NOT REPORT EARLY WARNING SIGNS OF CONFLICT VERSUS TAKING RESPONSIBILITY & REPORTING THEM VIA THE USAID SUPPORTED SMS PLATFORM 3002
IN THIS STORY WE ASK THE YOUTH TO MAKE A DECISION BETWEEN INACTION AND ACTION – WHAT MIGHT HAPPEN IF YOU CHOOSE TO BE PASSIVE AND NOT REPORT EARLY WARNING SIGNS OF CONFLICT VERSUS TAKING RESPONSIBILITY & REPORTING THEM VIA THE USAID SUPPORTED SMS PLATFORM 3002
Peter Kanga
Peter Kanga
Peter Kanga
Mwikali Simon, a 32 year old lady residing in Kitui, has been living without an ID Card. She had been to the Chief’s office twice without success. The first time, she went with her birth certificate and other relevant papers. On arriving at attending officer’s office, the man threw her papers back at her and told her to get a photocopy. This outright rudeness enraged Mwikali and she went back home. Going there the second time proved fruitless. She found the same rude officer, who told her to go back home. He stated that she had stayed away for so long and therefore she won’t need an ID card. Mwikali gave up hope. In her mind, she convinced herself she would go back later. However, when she secured a job without needing an ID, her need for the ID card diminished and she soon forgot about it. Mwikali was introduced to Shujaaz.fm by her 25 year old friend earlier on this year. The friend, an avid Shujaaz reader, had been employing the ideas in the comic like growing kales in a sack and selling dry fish and her businesses were flourishing. Mwikali decided to give the ‘Shujaaz formulae’ a try published in chapter 29, sponsored by the USAID on how to obtain the national ID card. “When I read the Shujaaz story, I got the courage to go apply for my ID card one last time. So I went to Facebook and sent DJ B a message asking for more information. DJB was quick with the info. So after like four or five days after writing to DJ B, I remember ilikuwa (it was) 31st July when I took my birth certificate nanikaendakwa chief (and went to Chief’s office).” She found out the rude officer had been replaced by another man. She explained why she hadn’t applied for an ID before and the new official helped her out. Mwikali walked out of that office with her waiting card and a promise that her ID card would be ready in two months.