Smallholder farmers from the Butaleja district of Eastern Uganda have long faced barriers to accessing and adopting high-quality seeds of improved varieties. Entrenched social norms, limited knowledge, and poor agricultural management practices have hindered the uptake of these high-quality seeds that could boost productivity, resilience, and livelihoods. However, a concerted effort by Work Package 6 of the Seed Equal CGIAR Initiatives is now catalyzing a paradigm shift, leveraging the power of tailored social and behavior change communication (SBCC) campaigns to reshape attitudes and practices around access to and use of quality seed. The integrated communication campaigns are part of a broader strategy to enhance sustainable change within the seed system.
Empowering Farmers Through Multimedia Engagement
Within this SBCC intervention lies a comprehensive suite of multimedia resources produced by the “Certified Seed ENOSURE” campaign designed to inform, inspire, empower, and improve access to quality seed in the target farming communities.
A series of carefully crafted radio spot scripts and radio drama episodes were developed and broadcast through the popular BIG FM 97.6 station, directly providing information to over 850,000 farmers across five districts, including over 150,000 in Butaleja alone, delving into the benefits of improved seed varieties from higher yields and disease resistance to enhanced nutritional content while providing practical guidance on good agronomic practices.
In addition to the crafted radio spots and drama episodes, the WP 6 team, in partnership with BIG FM 97.6, hosts an agricultural talk program every Friday from 6-7 PM, educating farmers on the different aspects of access to quality seed and associated agronomic practices. To further amplify the reach and impact of this agriculture talk program, the project collaborates with two community radio stations in Nawayo and Masimasa sub-counties to tune into BIG FM and relay information to a broader audience. These strategic partnerships ensure that even the most remote communities and those without access to a personal radio can access this vital knowledge. Additionally, the radio spot scripts and drama episodes are broadcasted three times daily (9 AM, 1 PM, and 6 PM) on the community radio systems to educate and engage the target audience continuously.
Recognizing the power of visual cues, the project has also produced two short videos on seed multiplication and production of quality declared seed (QDS) and 1,000 posters and flyers featuring the trusted “Certified Seed ENOSURE” campaign. The visually striking posters and flyers are crafted to resonate with smallholders, particularly women and youth, who may have historically faced barriers to information, to empower them to try new farming techniques. The materials discuss the importance of using certified seeds over recycled old seeds, contributing to increased productivity and income.
Driving Seed Adoption and Enhancing Livelihoods
The impact of these targeted SBCC campaigns is already evident. Listenership data from BIG FM 97.6 reveals that the agriculture-focused programming has the highest engagement among the station's offerings, indicating that the radio content effectively resonates with the target audience (64% of the respondents who lived in areas that could hear the radio programs listened to the agricultural program). Furthermore, insights from focus group discussions and key informant interviews with farmers and community leaders indicate a shift in knowledge, attitudes, and practices toward accessing and adopting high-quality seeds. For instance, women reported actively engaging in seed selection processes, demonstrating confidence in seed quality assessments. Similarly, youth are interested in learning about improved seed varieties and cultivation techniques, showcasing a shift from passive observers to proactive participants in seed-related activities. Community leaders have also observed an increase in the willingness of women and youth to experiment with and adopt high-quality seeds of improved varieties, reflecting a growing inclination towards sustainable agricultural practices and a stronger drive for self-sufficiency.
Smallholder bean and rice farmers reported a deeper understanding of the benefits of access to quality seed of improved varieties, expressing greater confidence in their ability to access and cultivate quality seed of improved varieties successfully. This newfound knowledge and self-assurance have translated into tangible action, with a marked increase in the number of farmers, especially women and youth, purchasing and using the high-quality and improved bean and rice seeds endorsed by the "Certified Seed ENOSURE" campaign. In the Naweyo sub-county, an estimated total of 210 farmers (160 women, 50 men) out of the 868 farmers in the project have so far accessed quality bean seeds through the campaign during the August-November 2024 growing season. In the Mazimasa sub-county, over 310 farmers (92 women, 218 men) out of the 910 in the project have obtained high-quality improved rice seeds, signaling a transformative shift in seed adoption.
Additionally, due to the campaign, four women seed multipliers in the Naweyo sub-county have established bean seed production and marketing enterprises, collectively expecting to produce over 0.8 metric tons of quality bean seeds. In the Mazimasa sub-county, 8 women seed multipliers have kickstarted their seed businesses, which are expected to generate a total of 4 metric tons of quality declared seeds (QDS) during this planting season (August-November 2024). The onboarding of women as seed multipliers and their participation in seed enterprise represents a shift in the social and cultural norms or barriers that discriminate against women to limit their involvement in the seed sector.
This increase in demand for quality seed and enhanced participation of women in seed multiplication business not only reflects a change in attitudes and behaviors but also has a direct impact on the livelihoods of the target communities. Farmers report an expected increased productivity and incomes, as the improved seed varieties deliver higher yields, greater disease resistance, and enhanced nutritional content. For instance, the four women-led bean seed enterprises in the Naweyo sub-county expect to earn over $2,100 collectively. The success of the Butaleja intervention underscores the power of tailored SBCC campaigns to drive meaningful change within smallholder farming communities.
By addressing the specific needs, barriers, and motivations of the target audience, the project has been able to effectively reshape knowledge, attitudes, and practices around seed access and adoption. The multimedia approach, combining radio broadcasts, video, print materials, and community engagement, ensures widespread reach and relevance. As the global community continues to grapple with the challenges of food security and sustainable agriculture, the Butaleja experience is a compelling example of how SBCC initiatives can catalyze transformative change at the grassroots level. By empowering smallholder farmers, particularly women and youth, to access and use quality seeds of improved varieties, the project not only enhances agricultural productivity but also contributes to the broader goal of improving livelihoods and fostering resilient, equitable food systems.