I am currently working on a small project to develop communication tools that can encourage uptake of conservation practices amongst small to medium banana growers here in the Philippines. While a main task will be to develop a video that documents a group of farmer leaders who have gained rain forest alliance certification and are in good shape for entry into higher value Japanese markets we do wish to ensure the our videos integrate behaviour change theories that are backed by scientific research.
While there is plenty of references for developing communication plans to influence behaviour change in the field of public health I have found it difficult to source similar materials focus on agri-conservation practices.
Would you perhaps have come across any good agencies or sources who might be producing guidelines or tools in this area for field practitioners? I would be most grateful of any recommendations.
Declan Heanre
Philippines
Behaviour Change in Agri-Conservation
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Declan,
You might look into the Sustainable Cotton Program: http://sustainablecotton.org/
They're a California-based group that works with growers, manufacturers and purchasers to convert conventional cotton growers to Cleaner Cotton (a step between conventional and organic that uses IPM etc to reduce the need for synthetic pesticides & fertilizers).
While they don't necessarily have guidelines for this kind of campaign, they are a great case study in and of themselves, and it would be worthwhile to check out the ways they're supporting behavior change. I wrote up a short summary of their approach here:
http://www.roughstockstudios.com/2009/05/sustainable-design-town-hall.html
Best of luck,
Jess
Jess Sand
Owner
Roughstock Studios
United States
http://www.roughstockstudios.com
Hi Declan,
The Australian Government have been running an innovative science based program called Reef Rescue since 2008. The program is $200 million over 5 years (we are in year 3). Our 5 year outcomes are to reduce the discharge of dissolved nutrients and chemicals from agricultural lands to the Great Barrier Reef by 25 per cent, and reduce the discharge of sediment and nutrients from agricultural lands to the Great Barrier Reef lagoon by 10 per cent. See http://www.nrm.gov.au/about/caring/coastal.html
As part of this investment we have a partnerships component where we have been investing in peak industry organisations (including horticulture, and in particular bananas) and regional bodies to deliver training, extension, farm risk assessments and communication and education to landholders. Some products have now been produced by these organisations. You might be interested in the Canegrowers 'Virtual Bus Tour' at http://www.canegrowers.com.au/page/case-studies/Virtual_Bus_Tour/
There is some additional information about Reef Rescue and recent landholder projects through the Regional Groups Collective website http://www.rgc.org.au/news/reef-rescue-improves-500000-hectares and at http://www.rgc.org.au/project-showcase/presentations-reef-showcase-now-available
I hope you find these resources helpful and best of luck with your project.
Cheers,
Mikaela
Mikaela Griffiths
Assistant Director
DAFF
Australia