AGRICULTURAL GROWTH PROGRAM – AGRIBUSINESS and MARKET DEVELOPMENT (AGP-Amde) PROJECT

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AGRICULTURAL GROWTH PROGRAM – AGRIBUSINESS and MARKET DEVELOPMENT (AGP-Amde) PROJECT AGRICULTURAL GROWTH PROGRAM – AGRIBUSINESS AND MARKET DEVELOPMENT (AGP-AMDe) PROJECT USAID TASK ORDER AID #663-TO-11-00003 BEHAVIOR CHANGE COMMUNICATION (BCC) INTERVENTION EVALUATION REPORT January 2015 This publication was produced for review by the United States Agency for International Development. It was prepared by Danya Africa. AGRICULTURAL GROWTH PROGRAM – AGRIBUSINESS AND MARKET DEVELOPMENT (AGP-AMDe) PROJECT USAID TASK ORDER AID #663-TO-11-00003 BEHAVIOR CHANGE COMMUNICATION (BCC) INTERVENTION EVALUATION REPORT DISCLAIMER The views expressed in this publication do not necessarily reflect the views of the United States Agency for International Development or the United States Government. USAID ETHIOPIA / AGP-AMDe PROJECT i CONTENTS AGRICULTURAL GROWTH PROGRAM – AGRIBUSINESS AND MARKET DEVELOPMENT (AGP-AMDE) PROJECT......................................................................... I CONTENTS .................................................................................................................... II ABBREVIATIONS AND ACRONYMS ............................................................................. IV EXECUTIVE SUMMARY .................................................................................................. 1 1. BACKGROUND AND INTRODUCTION ................................................................... 2 1.1 PROJECT CONTEXT AND GOAL........................................................................... 2 1.2 AGP-AMDe PROJECT BCC INTERVENTIONS ...................................................... 2 1.3 THE BCC INPUTS CAMPAIGNS ............................................................................ 3 1.4 RATIONALE FOR EVALUATION OF BCC INTERVENTIONS AND CAMPAIGN EFFECTIVENESS .................................................................................................... 5 2. PROJECT AREA AND STUDY METHODOLOGY ...................................................... 6 2.1 PROJECT AREA ........................................................................................................................... 6 2.2 METHODOLOGY ........................................................................................................................ 7 2.2.1 EVALUATION DESIGN .............................................................................................................. 7 2.2.2 SAMPLE FRAME, SAMPLE SIZE AND SELECTION .............................................................. 8 2.2.3 DATA COLLECTION TOOLS ..................................................................................................... 9 2.2.4 EVALUATION TEAM COMPOSITION AND TRAINING ...................................................... 9 2.2.5 FIELD DATA COLLECTION ..................................................................................................... 10 2.2.6 DATA PROCESSING AND QUALITY CONTROL ................................................................. 10 2.3 STUDY LIMITATIONS ............................................................................................................. 11 USAID ETHIOPIA / AGP-AMDe PROJECT ii 3. FINDINGS ............................................................................................................... 12 3.1 RESPONDENTS’ DISTRIBUTIONS AND DEMOGRAPHICS ............................................. 12 3.2 LANGUAGE AND MEDIUM OF COMMUNICATION ......................................................... 13 3.3 CURRENT AGRICULTURAL TECHNOLOGY PRACTICES .................................................. 14 3.4 RADIO AND MOBILE PHONE COVERAGE .......................................................................... 15 3.5 BCC INPUTS CAMPAIGNS ..................................................................................................... 17 3.5.1 REACH OF BCC INPUTS CAMPAIGN MESSAGES ............................................................. 17 3.5.2 REMEMBER, BELIEVE AND PRACTICES BEHAVIORS PROMOTED BY BCC INPUTS CAMPAIGNS ............................................................................................................................. 18 3.6 IMPROVED AGRICULTURAL PRACTICES LEARNED FROM AGP-AMDe PROJECT ... 20 4. KEY FINDINGS AND LESSONS LEARNED ............................................................. 22 5. RECOMMENDATIONS AND CONCLUSIONS ........................................................ 24 REFERENCES ................................................................................................................. 25 APPENDIX 1: BCC CAMPAIGN EFFECTIVENESS EVALUATION QUESTIONNAIRE .................. 1 APPENDIX 2: BCC CAMPAIGN EFFECTIVENESS EVALUATION FGD GUIDE ............................. 10 APPENDIX 3: THE BCC INPUTS CAMPAIGN EFFECTIVENESS EVALUATION TEAM ............... 13 USAID ETHIOPIA / AGP-AMDe PROJECT iii ABBREVIATIONS AND ACRONYMS AGP Agricultural Growth Program AGP-AMDe Agricultural Growth Program – Agribusiness and Market Development ATA Agricultural Transformation Agency BA Barrier Analysis BCC Behavior Change Communication CAADP Comprehensive African Agricultural Development Program CQI Coffee Quality Institute CSA Central Statistical Agency DA Development Agent FCU Farmers’ Cooperative Union FGD Focus Group Discussion FTC Farmer Training Center FtF Feed the Future GoE Government of Ethiopia ICT Information Communication Technology IFDC International Fertilizer Development Center M&E Monitoring and Evaluation MoA Ministry of Agriculture PCs Primary Cooperatives SMS Short Message Service SNNPR Southern Nations, Nationalities, and Peoples’ Region SNNPS Southern Nations Nationalities and People’s State SPSS Statistical Package for Social Sciences USAID United States Agency for International Development USG United States Government USAID ETHIOPIA / AGP-AMDe PROJECT iv EXECUTIVE SUMMARY Danya International, Inc. (Danya) conducted an evaluation of the effectiveness of behavior change communication (BCC) campaigns implemented by the Agricultural Growth Program (AGP) - Agribusiness and Market Development (AMDe) project in November/December 2014. The evaluation was conducted to document BCC’s contribution, among other project interventions, and to address two AGP-AMDe indicators: “Number of farmers and others who have applied new technologies or management practices as a result of the United States Government’s (USG) assistance, and the number of beneficiaries supported by AGP- AMDe-assisted value chains.” The evaluation was also to assess the quality of the BCC inputs campaigns that had been implemented by the project using different strategies from May–August, 2014. The evaluation targeted farmers in Oromia; Amhara; Southern Nations, Nationalities, and People’s Region (SNNPR) and Tigray, the four regions where the AGP-AMDe project is implemented. Questionnaires were administered to 481 respondents who were sampled for individual household interviews. Eight focus group discussions (FGDs) were also held, two from each of the four regions. This report outlines the evaluation methods, findings, recommendations and conclusions. The following represent the Findings highlights: 31.9% (or 1,827,350 farmers) were reached with at least one of the BCC inputs campaign messages 5.8% (or 332, 245 farmers) applied at least one of the improved farming practices that they attributed to exposure to the BCC campaigns. Use of improved seeds: . 29.7% (or 1,701,326 farmers) were reached . 17.3% (or 991,008 farmers) could remember the campaign messages . 12.1% (or 693, 133 farmers) believed the messages . 3.2% (or 183,307 farmers) practiced the behavior Use of fertilizers: 21.4% (or 1,225,872 farmers) were reached 12.5% (or 716,046 farmers) could remember the campaign messages 7.8% (or 446,813 farmers) believed the messages 2.4% (or 137,480 farmers) practiced the behavior USAID ETHIOPIA / AGP-AMDe PROJECT 1 1. BACKGROUND AND INTRODUCTION 1.1 PROJECT CONTEXT AND GOAL AGP-AMDe is a flagship project under USAID’s Feed the Future (FTF) Strategy for Ethiopia and is the United States Agency for International Development’s (USAID) largest contribution to the Government of Ethiopia (GoE). AGP supports the Comprehensive African Agricultural Development Program (CAADP) framework by strengthening agricultural productivity and markets in the four high rainfall regions of Amhara, Oromiya, SNNPR and Tigray. The AGP-AMDe project uses a value-chain approach to increase the competitiveness of select agricultural products, enhance access to finance, and stimulate innovation and private-sector investment. Target export value chains are sesame, chickpeas, coffee and honey. Led by the prime ACDI/VOCA, International Fertilizer Development Center (IFDC), Coffee Quality Institute (CQI), John Mellor Associates, Crown Agents, Danya and Kimetrica collaborated to realize the following five strategic outcomes: 1. Value of exports of agricultural commodities increased by $148 million 2. New private-sector investment in the agriculture sector leveraged by $60 million 3. Access to $30 million in rural loans facilitated 4. 10,022 jobs created 5. 1,000,000 Smallholder Farmers benefited 1.2 AGP-AMDe PROJECT BCC INTERVENTIONS Danya is one of the implementing partners in the AGP-AMDe consortium, supporting BCC, information communication technology (ICT) and monitoring and evaluation (M&E) of the BCC activities. ACDI/VOCA, together with Danya, conducted a barrier analysis (BA) to understand obstacles to adoption of positive behaviors among AMDe project target population in the four project regions in October/ November 2012. From the BA findings,
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