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i INTERNATIONAL RICE RESEARCH INSTITUTE

USING ENTERTAINMENT-EDUCATION (EE) APPROACH TO MOTIVATE

RICE FARMERS TO REDUCE PESTICIDE USE IN THE MEKONG BASIN

(DPPC Ref. No. 2002-30)

A proposal submitted to

The Rockefeller Foundation

by

The International Rice Research Institute (IRRI)

July 2002

Contact:

Dr. Michael T. Jackson Director for Program Planning and Coordination (DPPC)

Telephone: +63 (2) 845-0563 ext. 747or 513 Fax: + 63 (2) 812-7689 E-mail address: dppc-irri@cgiar.org Mailing address: DAPO 7777 Metro Manila, Philippines

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USING ENTERTAINMENT-EDUCATION (EE) APPROACH TO

MOTIVATE RICE FARMERS TO REDUCE PESTICIDE USE IN THE MEKONG BASIN

SUMMARY

Institution requesting funds: International Rice Research Institute (IRRI) Contact person: Dr. Michael Jackson

International Rice Research Institute (IRRI) DAPO Box 7777, Metro Manila Philippines Tel: +63 2 845 0563 ext 747 Fax: +63 2 812 7689 Office email: dppc-irri@cgiar.org Personal email: m.jackson@cgiar.org

Director General: Dr. Ronald Cantrell Email: r.cantrell@cgiar.org

Director for Finance: Ms. Lisa Panes, Acting Director for Finance (until 01 September 2002)

Email: l.panes@cgiar.org Mr. Kwame Akuffo-Akoto Director for Finance (starting 02 September 2002)

Project coordinator: Dr. Kong Luen Heong Email: k.heong@cgiar.org Amount requested for the project: US$ 250,000 Start date of project: January 2003 Duration of project: 3 years Summary of project goal: To develop an education-entertainment (EE) approach to motivate rice farmers to reduce pesticide use. Rationale: Farmers’ decisions to spray pesticides are due more to loss aversion attitudes, biased beliefs, and local peer pressures. Mass media can be effective in modifying the cognitive heuristics in decision-making and practicing change. EE can effectively be applied to cultivate a new societal norm with regard to pesticide use by communicating

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Integrated Pest Management (IPM) principles. In addition, it can potentially be extended to other issues, like health education (e.g., HIV/AIDS) and resource and environment management. Methodology: Using participatory workshops, two teams composed of stakeholders in research, extension, local government, farmers, and media in Vietnam and Laos will develop work plans and protocols to conduct audience analysis and feasibility assessments, identify needs, and develop appropriate prototype materials. To evaluate the EE approach, the teams will conduct baseline and post-test surveys of target audience before and after launching of materials (likely to be a drama series). Focus group discussions will be used periodically to develop survey instruments and to gain in-depth understanding of farmers’ attitudes and behavior. A set of on-the-ground followup activities that involve extension and listener groups will be established. The project will use a participatory approach to develop a platform to facilitate quality partnerships, capacity building, planning and review to enhance the continuation of the use of EE in the two countries. Outcomes: The outcomes of the project will be

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Audience, farmers’ beliefs, and practices in pest management and feasibility of radio dramas in communicating IPM and resource management information to farmers in Vietnam and Laos analyzed. Radio-based soap opera series with farm settings, and entertainment and educational contents in Vietnamese and Lao for broadcasting through local radio stations developed and broadcast. A complementary set of on-the-ground followup activities with extension and listeners’ groups established and implemented. The use of the EE approach to communicate agricultural information to facilitate change evaluated.

Plans for dissemination: Research results and experiences from the project will be disseminated through

National and international workshops, peer review papers, and reports. Drama series dialogue in hardcopies, cassette tapes, and MP3 formats in CDs. Broadcast of drama series over the voice of Ho Chi Minh and Radio Vientienne that will reach > 30 million people and local radio stations. National project teams and capacity-building activities. Consultants hired to share experiences from similar activities in the Philippines, India, Thailand, and Latin American countries

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PROPOSAL Background

Research has shown that a large proportion of rice farmers’ pesticide use can be reduced. Many of the chemicals used are hazardous to human health as well as detrimental to the environment, disrupting natural biological control mechanisms and promoting secondary pests, such as the brown planthopper. For instance, sprays in the first 40 days of the crop produced 56 million more pests and 14 million less predators per hectare than the unsprayed fields.

Since farmers’ spray decisions are due more to loss aversion attitudes, biased beliefs, and local peer pressures, mass media can be effective in modifying the cognitive heuristics in decision-making and changing practices. The education-entertainment (EE) strategy to facilitate social change has been successfully used in India, Mexico, UK, Jamaica, Costa Rica, and several African countries. EE can be effectively applied to cultivate a new societal norm with regard to pesticide use by communicating Integrated Pest Management (IPM) principles. In addition, it can potentially be extended to other issues, such as health education (e.g., HIV/AIDS) and resource and environment management. Description of Project Project goal: To develop and implement an EE approach to communicate pest and resource management information to rice farmers in the Mekong Basin. Project objectives:

1. To conduct audience analysis and feasibility assessments in Vietnam and Laos. 2. To develop radio-based soap opera series with farm settings and entertainment

and educational contents in Vietnamese and Lao for broadcasting through local radio stations.

3. To develop followup on-the-ground activities with promotional programs, extension and listener groups.

4. To evaluate the use of the EE approach as a means to enhance social change in agriculture, environmental protection, and health attitudes and practices.

A logframe of the project’s goal, purpose, and outputs is in Appendix 1. A Gantt Chart of project activities is in Appendix 2. Methodology: The project will establish two teams of stakeholders in research, extension, local government, farmers, and media in Vietnam and Laos. Using participatory workshops, the teams will develop work plans and protocols to conduct audience analysis and feasibility assessments, identify needs, and develop appropriate prototype materials. The materials, likely to be a drama series, will be pretested before

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launching and broadcasting. To evaluate the EE approach, the teams will conduct baseline and post-test surveys of target audience before launching and after airing of the broadcast materials. Focus group discussions will be used periodically to develop survey instruments and to gain in-depth understanding of farmers’ attitudes and behavior. In addition, a set of on-the-ground followup activities that involve extension and listener groups will be established. The project will use a participatory approach to develop a platform to facilitate quality partnerships, capacity building, planning and review to enhance the continuation of the use of EE in the two countries. Outcomes:

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Audience analyses, farmers’ beliefs and practices in pest management, and feasibility of radio dramas in communicating IPM and resource management information to farmers in Vietnam and Laos completed. Radio-based soap opera series with farm settings, entertainment and educational contents in Vietnamese and Lao for broadcasting through local radio stations developed and broadcast. A complementary set of on-the-ground followup activities with extension and listeners’ groups established and implemented. The use of the EE approach to communicate agricultural information to facilitate change evaluated.

Dissemination Plans: Dissemination of research results and experiences from the project will be achieved by

1. Workshops (both national and international), peer review papers, and reports. 2. Drama series dialogue in hard copies, cassette tapes, and MP3 formats in CDs. 3. Broadcasting drama series over the voice of Ho Chi Minh and Radio Vientienne

that will reach > 30 million people and local radio stations. 4. Developing national project teams and capacity-building activities. 5. Consultants hired to share experiences from similar activities in the Philippines,

India and Latin America. Principal Investigator: Dr. K. L. Heong, IRRI entomologist and IPM specialist. Partners: Ohio University (US); Leyte State University (Philippines); Ministry of Agriculture and Rural Development (MARD) in Vietnam, Voice of Ho Chi Minh radio broadcasting department, Department of Agriculture and Extension (DOAE), Department of radio broadcasting (to be identified). References Singhal A, Rogers EM. 1999. Entertainment-education. Lawrence Erlbaum Publication. Dagron A. 2001. Making waves. Rockefeller Foundation.

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Proposed Budget For a 3-year period In US$ Year Budget Line item 1 2 3 TOTAL 1. Personnel services 1/ 10,000 10,000 10,000 30,000 2. Supplies and services 2/ 11,800 11,800 10,791 34,391 3. Travel 10,000 6,000 10,000 26,000 4. Workshops 3/ 14,000 14,000 14,000 42,000 5. Publications 4/ 1,000 5,000 7,000 13,000 6. National research support 24,000 24,000 24,000 72,000 Sub total 70,800 70,800 75,791 217,391 Indirect costs 15% 10,620 10,620 11,369 32,609 TOTAL 81,420 81,420 87,160 250,000 1/ 10% py IRS salary 2/ Includes consultant services and hiring of actors, actresses for drama production 3/ Includes expenses for 15 participants 4/ Includes radio productions, tapes, CDs

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Appendix 1. Logframe : Entertainment -education (EE) approach to motivate farmers to reduce pesticide use Narrative statement Objectively verifiable

indicators Means of verification Assumptions/risks

Goal To improve pest management, environment, and health of rice farmers in the Mekong Basin.

Purpose To develop an entertainment-education approach to motivate rice farmers to reduce pesticide use.

Local radio stations broadcast dramas. Farmers in project area reduce pesticide use by 30% in 3 years.

Drama on radio. Monitoring survey reports. Paper published.

Partnership between key stakeholders established.

Outputs 1. Stakeholder

workshops to develop EE approach held.

2. Radio drama series developed, launched, and broadcast.

3. On-the-ground listeners’ groups developed.

4. Baseline, management monitoring and post implementation surveys and impact assessment completed.

Two stakeholder workshops held and EE approach developed. Radio drama series recorded and pretested in Vietnam and Laos. Five listener groups developed in each country. Pre- and post-FGDs conducted. Surveys completed.

Workshop reports. Recordings on tape. Drama scripts. Launching days in Vietnam & Laos. Listener groups activities. FGD reports, databases and analyses reports.

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Appendix 2.

Gantt Chart Year 1 Year 2 Year 3

Activities J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D

1 Stakeholder participatory workshop * 1.1 Organize project team *

2 Conduct audience analysis * * * * *2.1 Focus group interviews * *2.2 Survey instrument development/pretesting * * *2.3 Conduct survey, data analyses * * * *

3 Participatory media design workshop * 3.1 Develop drama series concepts *

4 Review of drama series concepts *5 Production of drama series * * * * * * * * * *

5.1 Drama development workshop * * 5.2 Script writing * *** * * * 5.3 Production and recordings * * * *

6 Pretesting * * *7 Baseline data collection * * * * *

7.1 Focus group interviews * *7.2 Survey instrument development/pretesting * *7.3 Conduct survey, data analyses * * * *

8 Launching of drama series * * 9 Broadcasting of drama * * * * * * * * * * * * * * * * * *

10 Management monitoring survey * * * * 11 Post implementation survey 1 * * * * *12 Post implementation survey 2 * * * * *13 Summative evaluation workshop *

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CURRICULUM VITAE

K. L. HEONG

PERSONAL DETAILS

Nationality: Malaysian Date of birth: June 2, 1948 Mailing Address: International Rice Research Institute

DAPO Box 7777 Metro Manila, PHILIPPINES Telephone: (632) 8450563 office ext 433/726 home ext 390 Fax: (632) 8911292 E-mail: kheong@cgiar.org EXPERTISE and EXPERIENCE

• Extensive experience in conducting ecological and sociological research in insect pest management in developing countries.

• Expertise in integrating ecological and sociological knowledge to distill them into applied entities and in the communication of knowledge to rural settings.

EDUCATION

D. Sc. 2000 Imperial College, UK Major: Integrating ecology and sociology in pest management

Ph.D. 1986 University of London, UK Major: Applied entomology and systems analysis MSc. 1978 Imperial College, UK Major: Applied entomology BSc 1973 University of Malaya, KL Major: Zoology EMPLOYMENT

• 1988 – present Entomologist and IPM specialist, International Rice Research Institute, Philippines

• 1973 – 1988 Entomologist, Malaysian Agricultural Research and Development Institute (MARDI).

PUBLICATIONS IN LAST 5 YEARS

2001 Wu, J.C., Xu, J.X., Liu, J.L., Yuan, S.Z., Cheng, J.A. and Heong, K.L. 2001. Effects of herbicides

on rice resistance and on multiplication and feeding of brown planthopper (BPH), Nilaparvata lugens (Stal.) (Homoptera: Delphacidae) International Journal of Pest Management 47(2): 153 – 159.

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Heong, K.L., Escalada, M.M., Sengsoulivong, V. and Schiller, J. 2001. Insect management beliefs and practices of rice farmers in Laos. Agriculture, Ecosystem and Environment, 88, (in press).

2000 Islam, Z., Way, M.J. and Heong, K.L. 2000. Methods for sampling and monitoring ants

in the rice environment. Bangladesh J Entomology, 10, 97-114. Heong, K.L. 2000. Pest management strategies for sustainable agricultural development

in China. Pp 139- 146. In Jian Liu and Qi Lu (eds) “Integrated Resource Management in the red soil area of South China. China Environmental Science Press, Beijing, PR China.

Kraker, de J., Rabbinge, R, Huis, van A., Lenterren, van, J.C. and Heong, K.L. 2000. Impact of N-fertilization on the population dynamics and natural control of rice leaf folders (Lepidoptera: Pyralidae). Journal of International Pest Management, 46, 225 – 235.

Yu X. and Heong, K.L. 2000. Role of Zizania caduciflora L., a vegetable crop, in maintaining egg parasitoids of the rice brown planthopper, Nilaparvata lugens Stål., in the Yangtze River Delta, China. Crop Protection (in review).

Kraker, de, J., Huis, A. van, Lenteren, J.C. van, Heong, K. L. and Rabbinge, R. 2000. Predation of rice leaf folder eggs by the cricket, Metioche vittaticollis: effect of prey and predator density. Biocontrol Science and Technology.

1999 Heong, K.L.and X. Yu. 1999. New paradigms and research opportunities in rice pest

management. ACTA Agriculturae Zhejiangensis, 11, 280-286. . (in Chinese with English abstract).

Yu, X., Lu, Z., Chen, J., Zhen, X., Xu, H., Tao, L. and Heong, K.L. 1999. Techniques of sampling and trapping for monitoring the movements of arthropods in rice ecosystems. ACTA Agriculturae Zhejiangensis, 11, 325-332. (in Chinese with English abstract).

Mun, J.H., Song, Y.H., Heong, K.L. and Roderick, G.K. 1999. Genetic variation among Asian populations of rice planthoppers, Nilaparvata lugens and Sogatella furcifera (Hemiptera:Delphacidae):mitochondrial DNA sequences. Bulletin of Entomological Research, 89, 245-253.

Heong, K.L. 1999. From research to farmer practice - A case study in rice pest management. . Pp 199-212. In Balasubramanium, V., Ladha, J.K. and Denning, G.L. (Eds.) Resource Management in Rice Systems: Nutrients. Kluwer Academic Publishers, The Netherlands.

Escalada, M.M., Heong, K.L., Huan, N.H. and Mai, V. 1999. Communications and behavior change in rice farmers' pest management: The case of using mass media in Vietnam. Journal of Applied Communications, 83 (1), 7-26.

Heong, K.L. and Escalada, M.M. 1999. Quantifying rice farmers' pest management decisions - Beliefs and subjective norms in stem borer control. Crop Protection, 18,315-322.

Huan, N.H., Mai, V., Escalada, M.M. and Heong, K.L 1999. Changes in rice farmers' pest

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management between 1992 and 1997 in the Mekong Delta, Vietnam. Crop Protection, 18, 557-563.

Kraker, de J., Huis, van, A., Heong, K.L., Lenteren, van, J.C. and Rabbinge, R. 1999. Population dynamics of rice leaf folders and their natural enemies in irrigated rice in the Philippines. Bulletin of Entomological Research, 89. 411 - 421.

Kraker, de J., Huis, van A., Lenteren, van, J.C., K.L. Heong, Rabbinge, R. 1999. Egg mortality of rice leaf folders Cnaphalocrocis medinalis and Marasmia patnalis in irrigated rice fields. BioControl, 44, 449 – 471.

Heong, K.L. 1999. New paradigms and research opportunities in rice pest management. In Zhang, R., Gu, D., Zhang, W., Zhou, C. and Pang, Y. (Eds). Proceedings of the International Symposium on IPM in Rice-Based Ecosystems, Guangzhou, P.R. China. 20-24 October, 1997. Pp 3-14. Zhongshan University, Guangzhou, China. In Proceedings of the International Symposium on IPM in Rice-Based Ecosystems, Guangzhou, P.R. China. 20-24 October, 1997. Pp 3-14. Zhongshan University, Guangzhou, China.

Islam, Z. and Heong, K.L. 1999. Effects of tillage on arthropod predators of rice insect pests in irrigated rice. In Zhang, R., Gu, D., Zhang, W., Zhou, C. and Pang, Y. (Eds). Proceedings of the International Symposium on IPM in Rice-Based Ecosystems, Guangzhou, P.R. China. 20-24 October, 1997. Pp 198-208. Zhongshan University, Guangzhou, China.

Zhang, R., He, X. and Heong, K.L. 1999. Assessing impacts of climate change on paddy borer Scirpophaga incertulas (Walker) in Guangdong province, China. In Zhang, R., Gu, D., Zhang, W., Zhou, C. and Pang, Y. (Eds). Proceedings of the International Symposium on IPM in Rice-Based Ecosystems, Guangzhou, P.R. China. 20-24 October, 1997. Pp 245-253. Zhongshan University, Guangzhou, China.

1998 Islam, Z and Heong, K.L. 1998. Abundance and predatory behaviour of wasps of non-

rice habitats in rice ecosystems in the Philippines. Bangladesh J of Entomology, 8, 31-44.

Escalada, M.M. and Heong, K.L. 1998. Farmers' beliefs and attitudes in pest management - Are there gender differences ? Paper presented in the Workshop on Strategic Research on Gender Issues in Rice Based Household Economy. August 24-28 1998. Los Banos, Philippines.

Heong, K. L. and Escalada, M.M. 1998. Changing rice farmers' pest management practices through participation in a small-scale experiment. International Journal of Pest Management, 44, 191-197..

Heong, K.L. 1998. IPM in developing countries: Progress and constraints in rice IPM. Pp 68-77. (Zalucki, M.P., Drew, R.A.I. and White, G.G. Eds. ). Pest Management - Future Challenges. Proceedings of the Sixth Australasian Applied Entomological Research Conference, Brisbane, Australia 29 Sept. - 2 Oct. 1998. University of Queensland.

Heong, K.L. and Schoenly, K.G. 1998. Impact of insecticides on herbivore-natural

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enemy communities in tropical rice ecosystems. Pp 381-403 ( P. T. Haskell and P. McEwen Eds.) Ecotoxicology: Pesticides and Beneficial Organisms. Chapman and Hall, London.

Heong, K.L., Escalada, M.M., Huan, N.H. and Mai, V. 1998. Use of communication media in changing rice farmers' pest management in South Vietnam. Crop Protection, 17 (5), 413 - 425.

Way, M.J., Islam, Z., Heong, K.L. and Joshi, R.C. 1998. Ants in tropical irrigated rice: distribution and abundance, especially of Solenopsis geminata (Hymenoptera: Formicidae). Bulletin of Entomological Research, 88, 467 - 476.

Yu, X., Hu, C. and Heong, K.L. 1998. Parasitization and preference characteristics of egg parasitoids from various habitats to homopterans. Acta Entomologica Sinica, 41, 41-47.

1997 Chancellor, T.C.B., Cook, A.G., Heong, K.L. and Villareal, S. 1997. The flight activity

and infectivity of the major leaf hopper vectors (Hemiptera: Cicadellidae) of rice tungro viruses in an irrigated rice area in the Philippines. Bulletin of Entomological Research 87, 247-258.

Escalada, M.M. and Heong, K. L. 1997. Methods in farmers' knowledge, attitude and practice research. Pp 1 - 34. In Heong, K.L. and Escalada, M.M. (Eds). Pest Management of Rice Farmers in Asia. IRRI, Los Baños, Philippines.

Escalada, M.M. and Heong, K.L. 1997. Changing farmers' perceptions of pests through participatory experiments. Information Centre for Low-External-Input and Sustainable Agriculture (ILEIA) Newsletter, Vol 13 (3), 10 - 11.

Heong, K.L. and Escalada, M.M. 1997. A comparative analysis of pest management practices of rice farmers in Asia. Pp. 227 - 245. In Heong, K.L. and Escalada, M.M. (Eds). Pest Management of Rice Farmers in Asia. IRRI, Los Baños, Philippines.

Heong, K.L. and Escalada, M.M. 1997. Perception change in rice pest management: A case study of farmers' evaluation of conflict information. Journal of Applied Communications 81, 3-17. (Awarded 1997 Article of the Year).

Heong, K.L., Lazaro, A.A. and Norton, G.W. 1997. Pest management perceptions and practices of farmers growing rice and vegetables in San Jose, Philippines. Pp 161 - 170. In Heong, K.L. and Escalada, M.M. (Eds). Pest Management of Rice Farmers in Asia. IRRI, Los Baños, Philippines.

Meenakanit, L., Escalada, M.M. and Heong, K.L. 1997. The changing role of women in rice pest management in Central Thailand. Pp. 201 - 214. In Heong, K.L. and Escalada, M.M. (Eds). Pest Management of Rice Farmers in Asia. IRRI, Los Baños, Philippines.

Moody, K., Escalada, M.M. and Heong, K.L. 1997. Rice farmers' weed management practices in Iloilo, Philippines. Pp. 143 - 160. In Heong, K.L. and Escalada, M.M. (Eds). Pest Management of Rice Farmers in Asia. IRRI, Los Baños, Philippines.

Rossing, W.A.H. and Heong, K.L. 1997. Opportunities for using systems approaches in

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pest management. Field Crops Research 51, 83-100. Rubia-Sanchez, E.G., Nurhasyim, Diah, Heong, K.L., Zalucki, M and Norton, G.A. 1997.

White stem borer damage and grain yield in irrigated rice in West Java, Indonesia. Crop Protection, 16, 665-671.

Song, Y. H. and Heong, K.L. 1997. Changes in searching responses of Cyrtorhinus lividipennis Reuter (Hemiptera:Miridae) on the eggs of brown planthopper, Nilaparvata lugens (Stal.) (Homoptera:Delphacidae), with temperature Researches on Population Ecology, 39, 201 - 206.

Tjornhorm, J.D., Norton, G.W., Heong, K.L., Talekar, N.S. and Gapud, V. 1997. Socioeconomic characteristics and pesticide misuse in Philippine onion production. Philippines Entomologist, 11, 139-149.

Mai, V.,Huan, N.H., Heong, K.L., Escalada, M.M. and Lazaro, A.A. 1997. Pest management perceptions and practices of rice farmers in Long An Province, Vietnam. Pp. 215 - 226. In Heong, K.L. and Escalada, M.M. (Eds). Pest Management of Rice Farmers in Asia. IRRI, Los Baños, Philippines.