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

Kenya’s population (2009 census)

26FM stations daily3.2+ million listeners everywhere

200+ million readsin three years

1,000,000+ engagements since 2011

Tens of thousands of SMS messages

Making moneyStarting a small business

Writing a business plan

Accessing finance

Football, sportsNew crop varieties

Changing weather

Livestock vaccines

Priming seeds

Peace

Talking to authorityBetter safer schools

School councils

Selecting good seeds

Demanding accountabilityGetting heard by local Govt

Elections

Impunity

Good water supplies

Slum farming

Organising for citizen agency

Hospital stock-outsBudgetingSaving money

ID cards

Acting against hate speechBankingEntrepreneurism

Getting better services

Romance

Comedy

Action

Opportunity

Keeping livestock

Sex Planning

“Hey m frm msa n m 1 guy wu had lost hope in votin but den cme dis magazine shujaz chapta33 a conversation betwndj b n filo n I av juzryalzd kumbe hop z stilalive”A. D. Mombasa Nov 5

“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

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 yourselfJuliet 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 chaptaya ShujaazDorothy 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

AW

AR

ENES

S

END

OR

SEM

ENT

INTE

NTI

ON

INTE

RM

EDIA

TEA

CTI

ON

MA

INTA

ININ

GB

EST

PR

AC

TIC

E

SHUJAAZFM:CELEBRATE

NEW CONCEPTS

SHUJAAZFM:ILLUSTRATE MERITS OF

ACTION

SHUJAAZFM:ENGAGE

WITH INNOVATORS

SHUJAAZFM:ENCOURAGE CONNECT &

ENABLE

PERSUADABLES INNOVATORSTHE OVERALL AUDIENCE

moves through Awareness, Endorsement to Intention

over time

AW

AR

ENES

S

END

OR

SEM

ENT

INTE

NTI

ON

INTE

RM

EDIA

TEA

CTI

ON

MA

INTA

ININ

GB

EST

PR

AC

TIC

E

SHUJAAZFM:CELEBRATE

NEW CONCEPTS

SHUJAAZFM:ILLUSTRATE MERITS OF

ACTION

SHUJAAZFM:ENGAGE

WITH INNOVATORS

SHUJAAZFM:ENCOURAGE CONNECT &

ENABLE

EMPOWERMENT ACTIONAWARENESS

NEW MINDSETNEW NORMS

ACTION

= Awareness + Endorsement

= Mindset + Access to Opportunities

AW

AR

ENES

S

END

OR

SEM

ENT

INTE

NTI

ON

INTE

RM

EDIA

TEA

CTI

ON

MA

INTA

ININ

GB

EST

PR

AC

TIC

E

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

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

AW

AR

ENES

S

END

OR

SEM

ENT

INTE

NTI

ON

INTE

RM

EDIA

TEA

CTI

ON

MA

INTA

ININ

GB

EST

PR

AC

TIC

E

SHUJAAZFM:CELEBRATE

NEW CONCEPTS

SHUJAAZFM:ILLUSTRATE MERITS OF

ACTION

SHUJAAZFM:ENGAGE

WITH INNOVATORS

SHUJAAZFM:ENCOURAGE CONNECT &

ENABLE

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

NEW MINDSETNEW NORMS

ACTION

AW

AR

ENES

S

END

OR

SEM

ENT

INTE

NTI

ON

INTE

RM

EDIA

TEA

CTI

ON

MA

INTA

ININ

GB

EST

PR

AC

TIC

E

CELEBRATE NEW

CONCEPTS

ILLUSTRATE MERITS OF

ACTION

ENGAGE WITH

INNOVATORS

ENCOURAGE CONNECT & ENABLE

NEW MINDSETNEW 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

Un ak aa n j e g iz an i!

Hat a s ik u j u a

u me t o k a! Na k ama

u n g e u mia t u n g e f an ya

n in i s as a?

Sh o s h , u me n if ic h a

18 ye ar s ! Nin a id e as po a

z a f ar min g , n in g e pe n da

k u z i- s h ar e n a was e e .

Nipe c h an c e !

Haiya. Ni s awa. Nime j u a

Mar ia Kim n i ms ic h an a

mz u r i. Lak in i ms ir u d ie

k u t e mb e a g iz an i.

Wac h a n i- t e x t

DJ B h ii s t o r y

k wa 30 0 8

a- s h o w maf an s !waz i!

Ak i Sh o s h , Sif a

ame n i- h e l p t u s an a.