Shamba Shape Up (SSU), a knowledge-based agricultural entertainment TV program, is helping small-scale female and male farmers across East Africa adapt to a changing climate by sharing climate-smart agriculture information and practices, while boosting livelihoods and incomes. Presenters and agriculture specialists work with farm households on farm "make-overs". SSU partners with the TV production company, Mediae, as well as the International Livestock Research Institute (ILRI), the International Crops Research Institute for the Semi-Arid Tropics (ICRISAT), the World Agroforestry Centre (ICRAF) and the International Potato Centre (CIP).
Contributions to CSA
The show contributes to CSA by providing farmers with information through innovative interactive programming. Following each episode, women and men viewers can phone or text to get more detailed farming advice. The potential for scaled outreach on CSA messaging is enormous; in its two-year partnership, CCAFS reached more farmers with CSA information through this innovative, entertaining, and interactive television program and social media than otherwise possible. In fact, SSU shares CSA practices with an audience of over 10 million viewers in the East African region. The show features female farmers, their needs and priorities, and includes women specialists as often as men. The program broadcasts on Sundays, when women are likely to be home with their families (Agriculture Global Practice 2015). 1
Impacts and lessons learned
In 2015, with the help of ICRAF, data gathered from the SMS and calls received are being logged and disaggregated by gender to determine the type of feedback requested by farmers and whether it varies by gender, region and practice. Many of the interviewed farmers reported that they had implemented different practices with positive farm and financial impacts. A University of Reading study found that the overall number of households reporting that they had made changes to their maize or dairy practices as a result of the program, or that they had benefited from SSU through increased profit or improved household food situation, is statistically estimated to be 428,566 (AECF 2014). 2 There is also some evidence that women dairy farmers who made changes influenced by the program have been able to reduce the gap in gross margins between them and male dairy farmers.
- Blog - Climate-smart agriculture lives and breathes among smallholders in Kenya: https://ccafs.cgiar.org/blog/climate-smart-agriculture-lives-and-breathes-among-smallholders-kenya
- Blog - These are some of the impacts an agriculture TV-show can have: https://ccafs.cgiar.org/blog/these-are-some-long-term-impacts-agriculture-tv-show-can-have
- Blog - 'Shamba Shape Up' gets a helping hand from ICRAF: http://www.worldagroforestry.org/newsroom/highlights/shamba-shape-gets-helping-hand-icraf
Agriculture Global Practice. 2015. Gender in climate-smart agriculture: Module 18 for gender in agriculture sourcebook. Agriculture global practice. Washington, DC: World Bank Group.http://www.fao.org/3/a-az917e.pdf This Gender in Climate-Smart Agriculture module was pre-pared jointly by the Food and Agriculture Organization (FAO), International Fund for Agricultural Development (IFAD), and the World Bank. The coordination team con-sisted of Sanna-Liisa Taivalmaa (World Bank), Ilaria Fir-mian (IFAD), and Kaisa Karttunen (FAO), with technical support from Christine Heumesser, Eija Pehu, and Ademola Braimoh from the World Bank; Clare Bishop-Sambrook from IFAD; and Ilaria Sisto and Szilvia Lehel from FAO. Patti Kristjanson (consultant) offered valuable guidance for the entire module in addition to writing two Thematic Notes and one Innovative Activity Profile.
AECF. 2014. Assessing the Impacts of Shamba Shape Up: A report commissioned by AECF and led by University of Reading. Samba Shape Up.http://shambashapeup.com/static/uploads/READING_RESEARCH.pdf AECF commissioned a study to investigate the impact of the Shamba Shape Up TV edutainment programme on small-scale agriculture in Kenya and to research the processes by which the programme influences farmers’ activities. The assessment is based on a theory of change that draws on three bodies of theory and research which have informed the design of the Shamba Shape Up initiative: mass media and society; agricultural and rural extension; and innovation systems. The study focused on the area of Kenya that Shamba Shape Up is targeted at and the rigorous statistical design of the assessment allows robust estimates of the size of the audience, and of the effects of Shamba Shape Up at farm and population levels. The overall number of households specifically reporting that they had made changes to their maize or dairy practices as a result of the programme, or who reported that they had benefited from SSU through increased profit or improved household food situation, is statistically estimated to be 428,566. The programme has become an important part of farmers’ information and innovation systems, operating as a trusted source of information presented in a format that engages their interest and emotions, encourages discussion and provides opportunity for follow-up and interaction.