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The socially engaged investors guide to communication for development: How public and private investment in communication for development can influence scale-up and adoption in small-scale farming households in sub-Saharan Africa

Abstract:
The strongest information campaigns and campaign materials result from a communication for development approach, supporting active engagement with the target audience from the outset. Additional investment can deliver appropriate and timely targeted materials and messages that are rooted in the lived experience of the audience. This guide aims to improve socially progressive investment in communication for development in sub-Saharan Africa. Sections are designed to work together to support the development of an investment strategy. Technologies recommended to farmers need to be proven, realistic and replicable, and ever aware that timing is critical in the agricultural calendar.

Acknowledgements:
This guide has been produced in collaboration between the three partners delivering the IDRC funded Scaling-Up Improved Legume Technologies (SILT) project in Tanzania. The partners, African Agribusiness Partnership, CABI and Farm Radio International, have also been supported by IITA.

The guide was developed at a write-shop at which the outline structure for each section was agreed. The CABI team then worked on the notes, carried out further research and consultation and arrived at the current draft.

Cover photo credit: IDRC/Bartay

This work was carried out with the aid of a grant from Canada’s International Development Research Centre (IDRC), www.idrc.ca, and with financial support from the Government of Canada, provided through Global Affairs Canada (GAC), www.international.gc.ca

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