DA-PCC ushers strengthened CDP in VisMin Dec 2020 R4D Highlights Research, Philippine Carabao Center, Department of Agriculture, Communication campaign, karbawan By Charlene Joanino Communication is vital in the provision of services by the Department of Agriculture-Philippine Carabao Center (DA-PCC) in its Carabao Development Program (CDP). It facilitates understanding and interaction among the people involved in CDP implementation. Photo by DA-Philippine Carabao Center In 2017, the DA-PCC’s Knowledge Management Division (KMD), started the research and campaign entitled “Strengthening the CDP thru Communication for Development (ComDev) Campaign in Visayas and Mindanao”. It was spearheaded by KMD chief Dr. Eric Palacpac with collaborators from DA-PCC regional centers hosted by West Visayas State University, University of Southern Mindanao, Central Mindanao University, and Mindanao Livestock Production Center. The campaign, popularized as “Karbawan”, a local term that implies “collective engagement in carabao keeping”, 1) determined key priority issues and available communication channels in the target sites; 2) developed and implement communication strategies to address identified issues and; 3) monitored and evaluated the results of the communication campaign strategies. This was conducted based on the ComDev approach that includes four stages such as Participatory Communication Appraisal, Design of Strategy and Plan of Action, Implementation, and Result Assessment and Sustainability. Participatory communication appraisals were held previously in the target areas of DA-PCC, namely, Sapian, Capiz; Leon, Iloilo; and Aklan (all in Panay Island); Sto. Niño, South Cotabato; Ipil, Zamboanga Sibugay; Polanco, Zamboanga del Norte; and Don Carlos, Bukidnon, which helped derive key concerns that include improving stakeholders’ awareness, knowledge, and practices on dairy buffalo production and management particularly on animal health and nutrition. Appropriate communication strategies were developed following the appraisal. Key communication interventions of the campaign included radio plug and press release, school-on-the-air, farmer livestock school on dairy buffalo production, manual on proper management of dairy buffaloes, testimonial videos, jingle, advocacy kit, pastillas diplomacy, comics, billboard, and engagement flip chart. These were tailor-fitted to respondents based on their socio-demographic profiles. In Visayas, Ilonggo was the preferred language while in Mindanao, Cebuano was commonly used. Radio is the primary source of information by many of the respondents who are farmers. Results of the strategies’ evaluation revealed that the respondents’ scores for Knowledge, Attitude, and Practices generally improved.
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