Rwanda Dairy Competitiveness Program II

Presentation outline

RDCP II Program Description Motivation to introducing the communication for

behavior change component in the project? Adapting to Urunana BCC approach Building the partnership for success Lessons learned

Setting the agenda - NDS

RDCPII Goal“Rwandan Dairy Products Competitive in regional markets’’

NDS Goal

“A competitive dairy sector providing quality dairy products which are affordable, available and accessible to all Rwandans and other consumers in the region (Dairy Sector Working Group, July 2012).”

RDCP II Pillars

Farm level production

Milk Quality

Policy – enabling

environment

Business Development

Services

End Market

Gender mainstreaming

Milk Consumption ( nutrition)

Financial services

Investment promotion

( competitiveness)

Export market development

Milk Production vs Consumption

End market facilitation

MCCs used as consolidation points Improving market linkages New and Improved Value added

products Facilitating informal market to

transition to more formal market ( Milk Zones, Cheese makers )

National Milk Consumption Campaign Local and Export promotion Facilitated to regularize payment

systems from cash payments to bank payments

Organised Annual Cheese and Butter Competition and Expo

Training of end market players

Shisha Wumva

Milk consumption campaign that associates milk with a healthy body

Backed by best practices at farm, MCC, processor and retail outlet

Links the entire sector around best practices for milk safety and quality

Allows for differentiation from “informal market”

Promotes consumer demand Promotes investor confidence

Shisha Wumva: Feel the Goodness

Billboards

Community events

Posters

Motivation to BCC

Midterm evaluation recommended a household approach to grow consumer demand

Target most vulnerable : Pregnant, lactating mothers and children under five

Mass outreach with consistent messaging Tailored to address a deep rooted problem

Nutrition Drive Posters

Adapting to Urunana approach

Urunana radio soap opera existent since 1999, based on a Rwandan community with a large listenership

Reflects wellbeing of community into soap opera Integrates appropriate themes to avoid operating

“in silos” Great in-house capacity built over a long time Context specific

Building a successful partnership

Joint organizational learning Multi-stakeholder engagement Rural familiarization Problem –solution or cause - effect relationships Issues prioritization Strict content review and approval before broadcast Implementation (simultaneous radio broadcast,

community outreach, radio digest - Umuhoza) Audience surveillance & integration of new ideas in

serialized episodes

Numbers

67-70% listenership (36 episodes, 7 radio digests) 72, 000 people through direct contact (8 community

outreach events)

Lessons learned

SBCC requires strong stakeholder engagement and buy in

Edutainment approach a strong tool for social behavior change

Cause-effect relationships most critical to addressing social issues

Following Urunana Soap opera

Not following Urunana Soap opera

Health Family Saving Milk

62%

38%

32%

42%

8%

36%

Farmers awareness & Topics of interest on Urunana Soap Opera

Thank you