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AXS 4192
❧ ❧
LECTUR
WHAT IS MEANT BY
..STRATEGIC EXTENSION CAMPAIGN?
EXTENSION CAMPAIGN
Strategic extension
campaigns: What and why?
❧ A "strategic extension campaign" (SEC) methodology developed by FAO
has been introduced in Africa, the Near East, Asia and Latin America.
❧ 5. 9. SEC shows that extension programmes can be strategically planned, efficiently managed, and
systematically monitored & evaluated
❧ 5. 10. SEC can contribute in improving and strengthening agricultural extension systems and
programmes
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5.1. SEC enhances the agricultural extension
planning process
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❧ Strategic Extension Campaign (SEC) method places premium
importance on a systematic procedure of assessing the felt needs of
target beneficiaries as well as the intermediaries, and in identifying
their perceived problems or issues which might be the reasons for
non-adoption or improper practice of a certain recommended
technology..
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❧ SEC activities have also shown that many extension
planners/managers and trainers who had been trained in SEC
workshops, especially on the Use of Farmers' Knowledge, Attitude,
and Practice (KAP) Survey, and on Strategy Planning, Message
Design and Multi-Media Materials Development, have applied
strategic planning principles.
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❧ .
5. 2. SEC builds cadres of extension
programme planners and trainers
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❧ In SEC activities, human resources development through staff
training on the SEC methodology is a very crucial element. It should
be considered as a good "insurance policy" to ensure sustainability
and institutionalization of the application or utilization of the SEC
know-how in support of agricultural extension programme
implementation.
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❧ SEC experiences have shown that when there is an adequate
number of SEC trained personnel in a given agricultural extension
and/or training institution, in the process of SEC replications, they
can effectively serve as multiplier agents in developing other SEC
trained resource persons. Furthermore, some SEC Master Trainers
do not only serve as resource persons in their respective countries,
but they also proved to be effective in assisting SEC programme
replications in other countries as shown in Fig. 3.1.
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5. 3. SEC helps in improving extension
linkage with research
❧
❧ In any SEC programme, a new or existing agricultural technology
package must be identified and selected as the core contents for the
development of extension messages. SEC experience showed the
importance, and useful results, of the collaboration between
research personnel and extension staff in planning a KAP survey,
and in formulating and prioritizing extension objectives based on
the survey data.
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❧ SEC activities have also demonstrated that even when no "new"
agricultural technology or innovation is available, extension
services to most farmers on "existing" technologies and know-how
are necessary and needed. Through a KAP survey, the specific
status of a given technology adoption or practice among farmers,
and more importantly, the reasons for non-adoption, and the
degree of inappropriate practices, of such a technology, can be
determined and analyzed.
5. 4. SEC is needed most by small, resource
poor farmers
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❧ It has been widely reported by many diffusion of
innovation studies (Rogers, 1981) that "new technology"
or innovation (incl. agricultural technology), as long as it
shows tangible benefits, or an improvement over the old
practice, such a technology will transfer or spread fairly
easily, even without the help of an extension service.
❧
❧ For most agricultural technologies to be adopted and practiced
properly by farmers, training for them on the applications or
utilization of such technologies, especially through practical
field-based instruction, hands-on demonstrations, etc., is needed.
However, many studies and field experiences have shown that often
farmers are not motivated and/or interested in attending or actively
participating in training courses organized for them. ers.
❧
❧ SEC results and experience indicated that by informing and
motivating target beneficiaries, especially small, resource-poor
farmers, on the importance of, and need for, adopting/practicing a
given recommended agricultural technology, it also creates either a
"perceived" or "felt" need among these farmers for more detailed
and comprehensive information and clarifications, and thus
training.
5. 6. SEC reduces extension system's
workload and increases its coverage
❧
❧ One of the important features of SEC is the strategic and planned use of selected
cost-effective multi-media channels and/or materials, through a combination of personal,
group and mass communication approach or system. Unlike many other conventional
extension approaches or programmes, SEC does not only rely on extension workers to
undertake all or most of the extension tasks. At the FAO's Global Expert Consultation on
Agricultural Extension in 1989, it was revealed that extension programmes in most
countries, despite the limited transport facilities and vast areas to cover, had relied heavily
on agricultural extension workers and other agricultural field personnel, with very little
mass communication support.
❧ The extension agent: farmer coverage ratio in Latin America is 1: 2,940, in Asia 1: 2,661 and
in Africa 1: 1,809.
❧ It was reported that only 16 percent of the extension programmes, worldwide utilized mass
media/mass communication channels (FAO, 1990). Moreover, during the Consultation, it was
also reported that an average of 26 percent of the extension workers' time was devoted to
non-educational tasks (Swanson et.al., 1990). Thus, one of the weaknesses of many
agricultural extension system or programmes, especially in developing countries, is the
over-dependency on extension workers to undertake all sorts of agricultural development
related tasks, - a significant portion of which are not educational or instructional in nature.
As a result of such a problem, most extension workers are overworked, ineffective, and not
able to have a wide outreach coverage.
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5. 7. SEC encourages partnership with, and
participation of, community-based organizations
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❧ In most SEC activities, community-based resources, including other
non-agricultural institutions, non-government organizations,and private
sector, as well as intermediaries such as teachers, school children,
religious and community leaders, etc. have been actively involved to
assist agricultural extension workers in campaign planning and
implementation. Such a partnership and the "buying-in" by
community-based resources into a given SEC programme can enhance and
facilitate its sustainability and institutionalization (Maalouf, Contado, and
Adhikarya, 1991).
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❧ An important lesson learned from the above-mentioned experience is that
with participatory planning approaches, and close coordination
procedures, within a given agricultural development policy and
programme context, community support and resources can be mobilized
to support planned extension activities. More importantly, the support
and endorsement of influential community leaders and the involvement
of community-based institutions provide legitimization and credibility to
SEC objectives, activities, and messages.
5. 8. SEC helps revitalize extension
workers' professionalism
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KAP SURVEY
❧ The SEC programme follows a systems-approach which starts with
farmers' Knowledge, Attitude and Practice (KAP) survey whose results
are used as planning inputs and benchmark/baseline for summative
evaluation purposes.
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PLANNING APPROACH/
PARTICIPATORY
EXTENSION METHOD
PARTICIPATORY PLANNING APPROACH/
PARTICIPATORY EXTENSION METHOD
APPROACH/
PARTICIPATORY EXTENSION
METHOD
APPROACH/
PARTICIPATORY EXTENSION
METHOD
A PROBLEM TREE
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