Inclusive communication campaigns drive the adoption of improved seeds in Uganda

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…