Annual Meeting of AFRRI Coordinators Reveals Importance of Listener Engagement
May 14, 2009 | Category: ED Update
Posted By: Kevin Perkins
from left to right: Rex Chapota of Malawi, Modibo Coulibaly of Mali, Doug Ward, President of the Board of Farm Radio, & Charlie (the language interpreter)
Last month, it was my great pleasure to travel to Mali to meet with most of the team implementing the African Farm Radio Research Initiative (AFRRI). The whole Africa-based group of staff gathered in Bamako to review progress and plan future activities. The team includes Rex Chapota of Malawi, Ben Fiafor of Ghana, Margaret Kingamkomo of Tanzania, Emily Arayo of Uganda, Modibo Coulibaly of Mali, Martine Ngobo (the Senior Research Manager), and Gizaw Shibru (the Program Director). Also in attendance was Bart Sullivan, our ICT guy and the lone (but not lonely!) Canadian on the team, and Doug Ward, President of the Board of Farm Radio, (and past Vice President of CBC English Radio – his experience in radio has greatly enriched AFRRI). During our time in Mali, we had an opportunity to visit Radio Fanaka, one of the stations participating in AFRRI.
We travelled to two communities that have been listening to Radio Fanaka’s programs about composting and on new methods of processing Shea Butter. It was remarkable to see first hand how popular and important these programs have been to famers. Throughout the week, what really stood out for me was that farm radio works best when it engages listeners in discussions, dialogue and debate, and when it continually seeks direct feedback from farmers. When local farmers can be heard on the airwaves, describing what they have done, the challenges they have faced, the solutions they have found, and the questions they have, the radio programs that result are more popular and effective.
In one sense, it is not surprising – most people love to hear themselves on the radio or see themselves on TV – something Andy Warhol once said springs to mind . . . But it also reveals that farmers have enormous respect for each other: they trust that, if similar farmers in another village tried something and it worked, it will probably work for them too. This is a lesson that we can apply to all of our work, including our scripts, Farm Radio Weekly stories, and broadcaster training programs. By highlighting the ideas, innovations, and most of all the stories of ordinary farmers, radio programs can help them to create better lives for themselves and their families. Whether you’re a donor, partner, staff member, volunteer, or a quiet cheerleader – thanks for being part of it! Until next time, Kevin
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Even in very poor communities, radio penetration is vast. There are more than 800 million radios in developing countries. An average of one in ten people has a radio.
Who are We?
Farm Radio International is a Canadian-based, not-for-profit organization working in direct partnership with approximately 300 radio broadcasters in 39 African countries to fight poverty and food insecurity.
Emily Arayo
on May 22nd, 2009How great it is to be part of the jubilee celebration of DCFN /FRI and to be part of the AFRRI team.
There is great opportunity for radio to even change more the rural farmers’ livlihoods to attaining food security. Our approach is unique, inclusive and the results are alreading showing.
Bamako was great it was a time to meet, plan but also to me it was a realistic check for AFRRI to meet the communities benefiting from the radio campaign messages and in deed there is already alot of learning and adoption taking place in Fana.
Keep up the good work team!
Viva viva George Atkins and FRI 30 years many more to count.
Emily Arayo
NRC AFRRI-Uganda
Mike
on May 23rd, 2009Hi, nice posts there
thank’s for the interesting information