3. Extension/communication strategy and plan
4. Recommendations for strategy implementation
3.1. Communication for sustainable rangeland and wildlife management
3.2. Extension/communication strategy
3.3. Extension/communication plan
3.4. Opportunities for the extension/Communication component at the present
3.5. Detailed workplan
[...] of rangeland concerned institutions and policy makers, as well as traditional and grass root organisation and the population at large in a consultative process establishing a framework for collaborative management1. It also requires to raise awareness about main issues the project is dealing with and to establish a common understanding about project objectives and activities. A two way communication flow should be established between all stakeholders in order to share information, knowledge and skills, to achieve common goals and actions. Communication activities can play three major roles by supporting the natural resources management process foreseen by the project:
A. Making things visible: explaining biophysical information (increasingly with the aim of creating new perspectives rather then transferring pre-packaged solutions). In this case we are referring mainly to communication for education and training.B. Fostering policy acceptance: promoting awareness through information among all actors involved in the development process and promoting interactive policy making by creating the climate for decision making rather then using persuasive advertising approaches.
C. Facilitating platforms processes: giving a voice to different stakeholders to establish platforms where negotiation among different parties can take place with regard to natural resources. To allow participatory decision making is what we call communication for collaborative management.
1 Collaborative management is a term used to describe a situation in which some or all of the relevant actors in a protected area are involved in a substantial way in management activities. The focus of their collaboration is on joint management, either at local, regional or national level (Ramirez 1997).
Communication for sustainable natural resources management implies establishing linkages among all stakeholders involved, a common understanding, language, channels for participatory communication, as well as responding to information and training needs to achieve sustainability (Ramirez 1997). This approach should be implemented according to priorities set up jointly by the project and final beneficiaries. Appropriate communication methods and techniques will:
- improve awareness raising;- deliver information to be shared with dispersed and mobile target groups;
- support participatory rapid appraisal, planning and implementation of project activities;
- increase efficiency and effectiveness as well the coverage of conventional extension activities;
- respond to training and education needs of specific target groups with the support of appropriate communication media and tools;
- facilitate agreements between project, institutions and Bedouins.
To this extent, it has been considered appropriate to set up communication activities within the framework of the overall extension programme.
In order to respond to the needs identified and to support the project in achieving expected outputs, the extension/communication strategy in tegrates the following components: Information, Education, Training and Communication. Extension/communication activities will be developed at different operational levels (community, local and national) according to the target group's characteristics. A multimedia approach for the production of communication materials has been adopted giving priority to visual media due to the low literacy rate. Messages presented by different media/channels should be complementary.
Due to the present situation of the project (limited time, lack of training of the extension staff, validation process of specific messages regarding the rangeland), priority should be given to carrying out information and education activities in order to raise awareness of different target groups and to prepare the ground for future implementation of collaborative rangeland and wildlife management plans. Training activities will be undertaken on a limited scale, facilitating Bedouins learning, and will concentrate in responding primarily to women needs. Special attention will be dedicated to implement pilot communication activities to support local decision making processes for collaborative management which should be monitored and evaluated in order to provide recommendations for the a second phase.
Specific communication objectives as well as strategy definition and appropriate communication media and tools to be used at different level are presented below.
Community and local level
1. Information and education for rangeland and wildlife management
Objectives:
- To inform Bedouins and local population regarding project objectives and activities.- To reach awareness among local population about environmental degradation and its effects on self-sufficiency through information and education.
Strategy:
Information and education messages should be aimed primarily at Bedouins and local population, to inform about project initiatives and ensure awareness about environmental degradation and appropriate rangeland and wildlife management measures. Horizontal information sharing should be fostered by using a participatory message design methodology, to consider people's needs and perspectives. A number of supporting materials should be developed and used to show project initiatives at field level, especially rehabilitation measures, collaborative actions already undertaken (establishment of corridors, water sources etc.), and innovative practices such as the use of solar energy and improved stoves. Information materials produced could also be used for formal education activities if the project wishes to establish cooperation with local schools.
Media/tools:
RadioThe most suitable media for information sharing with dispersed and mobile Bedouin households, especially for camel and sheep mobile herders, is radio. The production of a ten minutes radio programme to be broadcast once a week, is strongly recommended. The programme should contain information related to project activities and technical recommendations for conservation and rangeland management. It could also include Bedouin interviews sharing problems and concerns, views about collaborative actions, as well as traditional knowledge. The contents of radio programmes should be broadcast according to the seasonal activities and movements. Production should be realised at field level (interviews) and final editing should be done in Damascus by the Extension Directorate. Programming should take into consideration Bedouins daily activities (early in the morning). The broadcasting through the national radio station of a programme for Bedouins will open a new space for their participation in national life and provide the possibility to influence other social groups (citizens and decision makers). This should be considered as a pilot activity to be monitored in terms of audience as well as production procedures.
Posters
The production of an educational poster on wildlife and rangeland management is recommended. It should show in details the elements of an ideal rangeland. It should be placed in critical locations (e.g. Peasant Union offices, vet. centres etc.), and it could also be used as extension and education material. To this end, the preparation of guidelines explaining the elements presented and their relationship, for extension workers, school teachers and other facilitators is recommended.
A logotype to identify the project is also recommended. It should be culturally appropriate and should include elements referring to sustainable rangeland and wildlife management. It could be placed close to project infrastructures and stamped on project vehicles. It could also be distributed to Bedouins to be placed on their lorries.
Signs
Production of two sets of signs on metal board indicating project field activities, especially those related to collaborative actions (e.g. corridors, and water sources). Careful attention should be given to the graphic aspect limiting the use of words.
Video
Three video programmes to present the project objectives and activities should be produced and/or finalised. The subjects are: the project (called Talila), seed production and solar energy. These should to be used in group sessions as introduction to project activities, and eventually could be broadcast by TV (and announced by the radio programme mentioned above).
2. Extension and community based learning (training)
Objectives:
- To facilitate the learning process of Bedouin men and women through extension about prioritised topics rangeland and wildlife management and other relevant needs.- To support community based learning activities through horizontal knowledge sharing and the training of local facilitators (especially women) to spread information at household level.
Strategy:
According to PRA outcomes, it is very important to plan and implement training activities for women and for Bedouins in general. This is a difficult task which has to be carried out at household level. Furthermore, because environmental care activities have long term results which cannot be shown in a limited time, communication materials should be prepared to present the reasons of environmental degradation, as well as the type of conservation measures and rangeland management activities to re-establish the balance. At the same time low-cost materials should be prepared to document conservation measures and community activities and to allow horizontal sharing of the experiences. As mentioned before, the poster on sustainable rangeland could also be used at household level.
Traditional training and visits have a limited effect with mobile population. An alternative strategy should be therefore implemented for supporting a community based learning process for environmental care. This should be promoted by involving community facilitators who could run short presentations related to rangeland management topics. This activity should be targeted according to gender and type of herder groups. It is important to identify key actors, men and women, that could be information/knowledge brokers/facilitators at community and household level. A feasibility assessment should be carried out to identify Bedouin women who can be trained to deal with women, as well as local leaders who can train men. These people can also became sources of information and be involved in the production and use of other media (e.g. radio programmes). The assessment should be done quickly using PRA tools such as SWOT analysis as well as interviews. Several issues have to be considered for selecting the women facilitators and preparing with them a workplan, such as: literacy level; willingness to serve the communities and socio-cultural constraints; area of influence (number of households with which they have regular contacts and for how long); possible incentives; participatory evaluation of services delivered. This activity should be careful prepared by the extension team, especially by the female extensionists, by carrying out brainstorming exercise and appropriate field research.
In a second phase of the project participatory assessment of Bedouin knowledge and information systems using the knowledge and information system methodology should be carried out to deepen the information regarding Bedouin informal networks.
Media/tools:
Flipchart series on clothTo allow extension activities on selected and prioritised topics the use of flipcharts on cloth is recommended. These materials are easy to carry and can present a full description of a specific topic, visualising the problems and solutions. Easy guidelines and cards printed on paper should be prepared for the use by extension worker or community facilitators. Flipchart production should be realised starting at household level and field tested before final production. A local artist should be hired to prepare initial sketches, to elaborate drafts and, after including corrections according to field tests, to produce final version. The flipcharts on cloth will be used at community level by extension workers and/or community facilitators. In case community based activities would be implemented, extra copies can be left with community facilitators. According to PRA results it is recommended the production of the following 4 flipcharts (the first 2 are aimed especially at women while the others refer to general topics):
Firewood collection and soil degradation (eventually including solar stoves)
Animal nutrition: feed ratio for sheep
Grazing management: how to manage the grazing area
Wildlife and its relation to the rangelandGuidelines for the use of the flipcharts and cards (sheets reproducing the same illustration of the flipcharts) to be distributed once meeting are over as a reminder to the participants (especially about technical recommendations) should be prepared.
Educational booklets 2 booklets for Bedouins, one about rangeland management, and another on animal breeding, should be prepared. They should be done by drawings and photographs, and prepared and distributed at household level.
Photo albums
Important activities and experiences such as conservation measures and/or other development initiatives related to rangeland and wildlife, as well as for animal care, can be documented by photographs either at household level or considering specific interest groups (income generating activities for women etc.). Photos can be collected in photo albums. These can be kept at household or group level and also presented to other groups. This tool will be very useful to document women activities and to share their experiences.
Photographic flipcharts
These should be used to visualise problems identified in the area (e.g. erosion, soil degradation, uprooting problems) and solutions experienced elsewhere to resolve the problem. The flipcharts should be prepared with photographs and covered by plastic sheets. Guidelines to orient the discussions should be prepared. Once validated the flipcharts could be also scanned to prepare printed materials such as: cards, flipcharts, posters, etc..
3. Communication activities for collaborative management
Objectives:
- To support the local decision making processes of grazing committees through horizontal information sharing.
Strategy:
Initial collaborative agreements and activities are the starting point for a wider collaborative management framework. They will contribute to the sustainability of the rangeland. Participation of newly established grazing committees should be supported through the implementation of pilot communication activities facilitating horizontal information sharing and decision making. Important meetings should be documented with the use of video and video programmes can be edited and played backed to present relevant decisions to other target groups. Furthermore, grazing committees decisions as well as Bedouins opinions could also be shown to decision makers (e.g. MAAR) to orient their policies.
Media/tools:
VideoVideo recording and editing for further playback for focus group discussions.
Institutional and Policy level (national)
4. Information towards institutions and decision makers
Objectives:
- To reach an agreement with national institutions regarding an extension communication plan for extension/communication activities in support of collaborative rangeland and wildlife management- To inform policy makers and institutions about project activities and results at the national and international level.
Strategy:
The project should strengthen the relationship with the Extension Directorate of MAAR, for which there are very good opportunities. The implementation of the present strategy will provide a framework for collaboration. Several activities should be carried out and monitored jointly (see also detailed workplan 3.3. of this report). The Extension Directorate can provide access to national television and radio as well as training for the extension staff. Furthermore, a close collaboration might be foreseen with the Extension Circle, the unit depending on the Extension Directorate based in Palmyra (see also point 3.2. of this report). At national level information should be delivered towards institutions and decision makers in order to gain attention to project initiatives and to ensure support for project extension.
Media/tools:
WorkshopOnce the present strategy and plan are approved by FAO, a workshop should be held in Palmyra to agree upon activities to be carried out together. If possible, this should take place in early march.
A letter of agreement should be signed specifying the framework for collaboration and the contribution of each counterpart. A follow up meeting could be held after six months to evaluate the work done.
Video
A documentary video programme should be produced for policy makers, donors, technical experts and public opinion, describing project activities and results, social and environmental framework, as well as results and challenges for the future. The video should motivate the approval of a second phase for the project. Two versions of the video should be produced: an extended one for technicians, describing in detail the project framework, activities and outputs. A shorter one for policy makers and donors underlining the results and the challenges for the future. The latter could be also broadcast for public awareness and consensus building. It is recommended to start preparing the script in order to document the last year of project life. At least two language versions of each product should be prepared (Arabic and English). An Italian version could be also considered. The documentary should be of professional quality. It should be produced in collaboration with the Directorate of Extension, which is provided with full Betacam equipment and has an experienced professional video producer. Collaboration with the FAO Information Division could also be considered.
According to overall extension and communication strategy a detailed communication plan is resumed below. It has been divided into different components, activities and operational levels of implementation.
COMMUNITY AND LOCAL LEVEL
Table 1. Communication component: Information and education for rangeland and wildlife management
|
No. |
Activities |
|
1.1. |
Production of 1 radio programme to be broadcast once a week. |
|
1.2. |
Production of 1 poster to be used also as environmental education supporting material on wildlife and rangeland management. |
|
1.3. |
Production of 1 logo for the project image |
|
1.4. |
Preparation of signs on metal board indicating collaborative activities |
|
1.5. |
Production or final editing of 3 information video programmes to be presented in group sessions: Talila Video, Seed Production and Solar Energy |
Table 2. Communication component: Extension and community based learning (training)
|
No. |
Activities |
|
2.1. |
Production and use in the field of 4 flipcharts on cloth: Firewood collection and soil degradation, Animal nutrition: feed ratio, grazing management, wildlife and the rangeland |
|
2.2. |
Use of the educational posters on rangeland and wildlife management at community level |
|
2.3. |
Information sessions using video programmes related to the project to start discussions with Bedouins |
|
2.4. |
Preparation of 2 booklets |
|
2.5. |
2 Photographic flipcharts for problem identification (e.g. erosion, soil degradation, uprooting problems etc) |
|
2.6. |
Preparation of group photographic albums according to local experiences |
|
2.7. |
Training of women facilitators to share information about selected topics. |
Table 3. Communication component: Communication activities for collaborative management
|
No. |
Activities |
|
3.1. |
Support to grazing committees and local decision making process through video documentation and playback at local level. |
INSTITUTIONAL AND POLICY LEVEL
Table 4. Communication component: Information towards institutions and decision makers
|
No. |
Activities |
|
4.1. |
A workshop with the Extension Directorate to discuss and approve the workplan |
|
4.2. |
Two versions of a documentary video programme for policy makers, donors, technical experts and public opinion, about project activities and results (language versions: Arabic, English and Italian) |
According to the tripartite review findings, the major constraint the project is facing is its limited duration which is unrealistic considering the technical and social factors involved in sustainable rangeland and wildlife management. The formulation of the communication activities has been undertaken very late in project life. Communication activities should be integrated in the daily extension work and will strengthen the capacity of the extension unit to attend Bedouins. The project should continue supporting the extension component and define clear responsibilities within the extension team in order to carry out communication activities. It is recommended to organise two extension/communication groups providing each group with specific task related to the production and use of communication materials and extension activities. Individual terms of reference should be written up once the extension/communication programme has been approved.
The national extension consultant should supervise the groups and ensure that technical messages are made available by the project and other sources in order to prepare extension/communication messages and materials. This is a time consuming activity. Therefore technical inputs should be made available in time in order to accomplish the workplan (see point 3.3.) ensuring cooperation with other institutions (such as the extension directorate), and technical services (e.g. the veterinarians). To this end operational linkages and responsibilities should be identified.
As indicated by the results of the Skills and Tasks Assessment carried out by the consultant (see annex 5) the extension staff is expecting to be trained in several communication methods and techniques, especially visual aids. Nevertheless, some activities might be subcontracted or implemented in collaboration with other communication/extension facilities, like in the case of the radio programme and the production of a documentary of broadcasting quality.
- Institutional Support and Facilities Available
As mentioned before the extension unit should work in close collaboration with other institutions to receive technical support for the preparation of the extension messages as well to improve the communication skills.
During the mission a meeting was held with the Director of the Agriculture Extension Directorate of MAAR, and the Executive Producer. The Director expressed great interest in starting extension/communication activities for Bedouins. He recognised that at the moment there is no capacity for establishing services for Bedouin on a regular basis due to the lack of messages to be delivered and the mobility of the target group. The Director also expressed the willingness to initiate a close collaboration with the project to carry out an innovative extension/communication programme to be considered as a pilot activity to implement the design of regular services for Bedouins. At the moment, the Syrian Government is negotiating a project with IFAD which will include this component. The experience the project would gain implementing innovative communication activities for Bedouins, such as radio programmes, community based learning approach and the use of video to support collaborative management, will provide the MAAR with useful field experiences on the basis of which to design this component. It was agreed that, once the present strategy and workplan are approved, a planning exercise will be carried out jointly by the project and the Extension Directorate, and an official letter of agreement will be signed to specify areas for cooperation and expected outputs. To this end a workshop should be held in Palmyra early March.
Furthermore, the following areas for cooperation were already identified:
a) Production of a weekly radio programme for Bedouins.The Extension Directorate will facilitate access to the National Radio in order to include the programme for Bedouins in the regular programming at an appropriate time for broadcasting (maybe before the daily radio programme already broadcast for farmers). It will be produced by the project which will take care of preparing raw materials like interviews and technical messages, while the Extension Directorate will take care of final editing and broadcasting. The Extension Directorate will implement a training course on radio production for the extension staff of the project in order to define the format of the radio programme and to prepare the staff of the project for the production. Final agreement should be reached regarding the costs for broadcasting the radio programme. Once established the programme it will be monitored in terms of audience and production procedures.
b) Production of a documentary video programme about the project.
Within the Extension Directorate full Betacam facilities are available. Furthermore an experienced executive producer is undertaking the production of a weekly television programme for agricultural extension. It is recommended the project to produce the video documentary using the facilities of the Extension Directorate under the supervision of the executive producer and the National Extension Consultant. The cost of a 15 minute video programme (Betacam format), including the broadcasting by the national television is of about 1000 US $.
c) Other areas for collaboration.
The Extension Director expressed interest in defining other areas for cooperation at field level. One possibility would be to involve the extension circle unit working in Palmyra in carrying out the extension/communication plan jointly with the project. Interest was also expressed regarding the possibility of training Bedouins as community facilitators, especially women.
Furthermore, several printing shops are available in Damascus to produce the printed materials foreseen by the extension/communication plan. The project is presently verifying costs in order to prepare a detailed budget. Depending on the kind of institutional agreements for co-production, cost-sharing could also be proposed.
An operational framework for planning and implementation of extension/communication activities is presented below according with activities presented in Tables 1, 2, 3 and 4.
|
No. |
Outputs |
Activities |
Requirements |
Time frame |
|
1.1. |
25 radio programmes broadcast |
Production of a weekly radio programme to be broadcast (by the Extension Directorate). |
Technical contents; agreement with Ext. Dir.; Training staff; assess audience; technical contents. |
Apr.-Dec. 98 |
|
1.2. |
1 educational posters |
Draft, field test and final production. Distribution. |
Technical contents. Identify artist. Message design. Identification of critical locations for diffusion. |
Jan.-March 98 |
|
1.3. |
1 logo for the project |
Draft, field test and final production. Distribution. |
Identify artist. Message design. Identification of critical locations for diffusion |
Feb. 98 |
|
1.4. |
2 sets of signs on metal board |
Draft, field test and final production. Location. |
Identify artist. Message design. Identification of critical locations for diffusion. |
June 98 |
|
1.5. |
3 video programmes |
Script writing; shooting; editing. Talila; Solar Energy; Seed Production. |
Technical contents. Complementary images |
Talila March. 98 |
|
2.1. |
4 flipchart series on cloth |
Draft, field test and final production: |
Technical Contents. Identify drawer. Message design |
Jan.-May 98 |
|
2.2. |
Sessions using education posters |
Educational Poster |
Poster. Guidelines on how to use it. |
Jan.-Jul. 98 |
|
2.3. |
Information sessions using video |
Raising awareness |
Video. Booklet for training and discussion. |
Jul.-Sept. 98 |
|
2.4. |
2 booklets |
To be used for extension |
Technical contents. Maybe related to video |
Jul.-Sept. 98 |
|
2.5. |
2 photo flipcharts |
Flipcharts for training |
Technical contents. Photos; guidelines |
August-Oct. 98 |
|
2.6. |
Community/group photo albums |
Training of women |
Women activities |
continuos |
|
2.7. |
Training of women facilitators |
Training of women |
Research by extension unit |
continuos |
|
3.1. |
Support to grazing committee |
Communication for collaborative management |
Video recording and playback of grazing committees activities |
continuos |
|
4.1. |
1 Workshop with the extension directorate |
Support to strategy implementation |
To approve the extension communication workplan; prepare letter of agreement |
March 98 |
|
4.2. |
1 Video programme |
Documentary on project activities |
Broadcasting quality |
to be finalised by October 98 |
- Data collection and participatory message design
Due to the high technical competence of the international staff, the project has generated valuable technical results which, jointly with the PRA outcomes, constitutes the project "offer" in terms of knowledge and information. A great deal of information has been collected and it is being analysed. It is therefore important to concentrate on participatory validation and systematisation of messages the project wants to deliver according to Bedouins' needs and perceptions.
It has to be considered that effective message design is a long process which implies bridging the gap between technical people and communities. It generally involves: validation and adaptation of technical contents; participatory message design; accurate media selection; production and pre-testing of communication materials; final production and diffusion of the materials. To carry out these complex and time consuming activities it is necessary to establish a clear definition of the responsibilities and tasks of the extension unit, as well as permanent collaboration with other technical units of Al-Badia Directorate, especially the veterinarian unit.
The documentation process of ongoing project activities has to be carried out on a regular basis. Specific tasks should be assigned to each member of the extension unit for documentation, data analysis and information storage. These activities have to take into account final products (e.g. a video documentary, photo library organised according to topics etc.).
- Tasks of the extension unit
As mentioned before, according to the overall design of the extension component, individual terms of reference should be written and appropriate training should be undertaken in order to facilitate tasks. Once the final workplan has been approved and individual terms of reference written, a participatory assessment of extension unit and individual performances should be done taking into account the tasks agreed upon. Adequate training to fulfil tasks requirements should be provided as well as incentives (such as additional training, compensatory holidays, additional compensation etc.). Participatory assessment of staff expectations, strength and constraints should be done on a regular basis. This will facilitate the establishment of a collaborative environment.
- Training of national staff
Training of national staff both in extension and communication assessment and planning use is required. As mentioned earlier, participatory message design capacities have to be strengthened based on the use of PRA techniques (especially semistructured interviews).
Every extension staff should be trained in the production and use of one or more communication tools (flipcharts, photo camera and tape recorder) in order to document field activities and to share information with Bedouins. The following media production skills should be developed:
- at least one of the staff should be trained in video production (scriptwriting, video recording and basic editing procedures) in order to produce draft videos at field level:- the entire staff should be able to carry out participatory radio production for the weekly radio programme;
- special training on low cost material production should be realised.
In order to utilise effectively the limited funds for training abroad, it is recommended that one person to be trained in video production as soon as possible in an Arab country, maybe Egypt were there is a development communication centre collaborating with FAO.
Furthermore, it is strongly recommended that the project identifies a talented artist to start with a permanent visual aid production.
- Participatory monitoring and evaluation
A user friendly monitoring and evaluation system to assess the use of appropriate communication channels and materials should be designed and implemented. Under this light special attention should be given to traditional and popular media/channels as well as to local key actors and opinion leaders (mapping them). In the future, Rapid Appraisal of Knowledge and Information Systems (RAKIS) should be considered, especially if a second phase is approved.
- Community facilitators
The identification of key actors that can be information/knowledge brokers/facilitators at household and community level is an important task in order to evaluate the possibility of undertaking community based communication and training activities especially for women. An assessment should be carried out by the extension unit in order to evaluate the feasibility of this strategy.
- Equipment and facilities requirements
The physical space for the extension unit at the moment is very limited. It is necessary to have another room in which to set up a small multimedia production unit. It could be organised in three areas: printed materials and photos (set up one computer with the scanner and the digital photo camera for low cost publication production); video recording and editing; radio production. Already available video shots, photos, slides and documents have to be organised into archives to improve accessibility. To set up the equipment it is recommended to ask for the support of the extension directorate, or to hire a local consultant.
Complementary equipment should by purchased such as:
- one TV-VHS set and a power generator to play back videos in the field;- one VHS editor for editing raw videos;
- 3 audio recorders for the production of the radio programme (consult with Extension Directorate for compatible models).
A special effort is recommended in order to get access to E-mail, maybe through the FAO office in Damascus.
- Institutional support
It is urgent to provide follow-up to the meeting held with the Extension Directorate in order to confirm the interest in establishing an agreement with the project for strategy implementation. Once cleared, this report should be copied to the Directorate and a preliminary agreement should be confirmed.
- Budget
A tentative budget to finance extension/communication activities should be prepared according to the costs the project is verifying in Syria.
