Abstract Book PRESENTED BY THE JULY 28, 2015 SHERATON GREENSBORO AT FOUR SEASONS GREENSBORO, NC Symposia Abstracts 1 Communicating the Hope in Healthy Soil: A behind the scenes look at an international award- winning campaign Author(s): Ron Nichols*, USDA-NRCS; J. Arbuckle, Iowa State University Overall Abstract: Background: How do you take a subject like soil health, make it accessible and create a campaign that your target audience can really “dig?” The answer: “The old fashioned way – with solid research, focused planning, creative execution and frequent evaluation – all created with in-house talent. Though the subject matter may seem dry to some audiences, improving the health of our soil may be the single most important environmental endeavor of our time. The campaign: A fully integrated marketing communications campaign titled “Unlock the Secrets in the Soil,” leveraged by a wide range of communications tactics, was developed for the campaign. To reduce cost, most of the marketing and educational materials are made available via the campaign’s web site as print-on-demand or electronic products. Using NRCS’ network of stakeholder groups, conservation districts and its 3,000 offices nationwide and focusing on influential agricultural media outlets, and stakeholder groups, the campaign provided easy-to-read materials on the basics and benefits of soil health and farmer testimonials for the agriculture producer and landowner audience. Evaluation: Within just the first two years of the campaign, earned media placement and stakeholder ad buys promoting the campaign are estimated to be valued at more than $6 million. An estimated three-fold increase in soil health system adoption (to 10 million acres) has occurred since the campaign's inception. Thanks to the campaign’s success (and the work of farmers who have implemented soil health management systems on these 10 million acres of cropland) the U.S. is annually saving, more than 9 million tons of top soil; sequestering 1 million pounds of carbon and reducing nitrogen loss to rivers and lakes by 150 million pounds. Subject Area: Outreach, Education, and Community Engagement*; Social Sciences Informing Conservation ; Soil Health Resources, Indicators, Assessments, and Management *denotes primary author and subject area 2 Demonstrating and Disseminating the Best Practices and Technologies for Watershed Rehabilitation to Help Rural Farmers: A Case Study in Pakistan Author(s): Matt Stellbauer, Foreign Agricultural Service ; Otto Gonzalez , Foreign Agricultural Service; Cheryl Simmons*, Natural Resources Conservation Service; jon fripp, Natural Resources Conservation Service Overall Abstract: Agriculture is a key element in the socioeconomic development of most developing countries. Sustainable agricultural production can make significant contributions to stabilizing rural areas in counties struggling to feed their people and manage domestic conflict. Viable rural economies not only improve food security, they can enhance income levels and social well-being. Sustainable agriculture production relies on the adequate use, management, and conservation of soil and water. Improvements in soil and water management technologies have significant potential for improving production, the prosperity of farmers, and the quality of life in rural areas. This paper presents and discusses a four year project that is nearing completion. The overall goal of the project was to promote sustainable agricultural production, higher incomes and improved livelihoods of rural communities in irrigated and rain fed areas through better management of land and water resources. The focus is on low tech soil and water conservation practices and techniques that are applicable to the small farms and communities in rural Pakistan. The goal of this project is to demonstrate and disseminate practices and technologies that can help farmers in Pakistan to more efficiently capture, store, and use water for irrigation, and reduce loss of water and soil. This paper will illustrate how innovative approaches as well as multi-disciplinary cooperation and collaboration have been able to achieve improvements in the use of water and soil conservation technologies. Lessons learned as well as accomplishments will be discussed and presented. This paper will be of interest to professionals working the developing world. Presentation 1: An Approach for Providing USDA Technical Expertise to Support US Foreign Policy Objectives – Otto Gonzalez, USDA-FAS Abstract: The U.S. Government has stated its commitment to strengthen the United States’ relationship with Pakistan and to advance their shared interest in a stable, secure, and prosperous Pakistan and region. A priority focal area for U.S. civilian assistance to Pakistan is economic growth, including agriculture. The United States Department of Agriculture (USDA), at the request of and with the support of the U.S. Department of State and the U.S. Agency for International Development is providing technical expertise in a 4-year project (2011 – 2015) to strengthen the capacity of Pakistani agricultural institutions to demonstrate and disseminate technologies and practices to rural farmers to improve watershed rehabilitation and irrigation efficiency. Coordinated by the USDA Foreign Agricultural Service (FAS), with technical expertise primarily from the USDA Natural Resources Conservation Service (NRCS), USDA has collaborated with an international partner, the International Center for Agricultural Research in the Dry Areas (ICARDA), and 10 Pakistani agricultural institutions to establish 46 demonstration sites, develop extension materials, and provide training or awareness to thousands of farmers and other agricultural professionals. The collaboration of USDA FAS and USDA NRCS in the design of the project, and subsequent collaboration with the international partner ICARDA in the implementation and guidance of on-the-ground activities, has enabled technical expertise from USDA to have a positive impact on the capacities of agricultural institutions in Pakistan and the rural farmers they serve. Presentation 2: Demonstrating and Disseminating Agriculture Practices in Pakistan – Matt Stellbauer, USDA-FAS Abstract: A good extension system can facilitate both the initial adoption and the spread of innovations if properly focused, providing for a continuous flow of information from existing sources both from research and from other actors in the system. In Pakistan institutional linkages are key in the facilitation of knowledge and innovation, though in many cases these linkages are weak or non-existent. In an effort 3 to strengthen these linkages The United States Department of Agriculture (USDA), at the request of and with the support of the U.S. Department of State and the U.S. Agency for International Development is providing technical expertise in a 4-year project (2011 – 2015) to strengthen the capacity of Pakistani agricultural institutions to demonstrate and disseminate technologies and practices to rural farmers to improve watershed rehabilitation and irrigation efficiency. By using technical expertise primarily from the USDA Natural Resources Conservation Service (NRCS), USDA has collaborated with an international partner, the International Center for Agricultural Research in the Dry Areas (ICARDA), and 10 Pakistani agricultural institutions to establish 46 demonstration sites, develop extension materials, and provide training on service provision as well the use of digital technology to deliver extension messaging to thousands of farmers. By helping to strengthen these institutional linkages, this project has shown how farmers are no longer passive receivers of information but active participants in the process. Presentation 3: Collaborating with International and Local Organizations to Improve Soil Health and Soil Fertility – Thomas Reinsch, USDA-NRCS Abstract: The United States Department of Agriculture (USDA), International Center for Agricultural Research in the Dry Areas (INCARDA), and Food and Agriculture Organization of the United Nations (FAO) are collaborating to improving soil health and fertility in Pakistan through demonstration and dissemination of best management practices for farmers The objectives are to identify and visually display current practices, demonstrate improved soil fertility and health methods to local farmers, develop and disseminate extension method, and facilitate public and private sector communicate a coordinated soil fertility and health message. The message uses the 4R’s campaign of right rate, time, product, and place joined with best management practices to improve soil health. The desired outcome is that more producers learn and adopt new soil fertility and health technologies on more land. Presentation 4: Consider Gender in Sustainable Agriculture Outreach – Cheryl Simmons, USDA- NRCS Abstract: In many cultures, just telling people to include women doesn’t work. Looking at the gender aspect in demonstrating and disseminating sustainable agricultural practices opens the door to implementing newer technologies and supports practitioners from all cultures to value work regardless gender. Working with Gender experts and led by the International Center for Agricultural Research in the Dry Areas (ICARDA), the USA component co-led a group working on better and more effective incorporation of women into activities that promote soil fertility and soil health. Topics include Sex and Gender; Equity and Equality, the 24 Hour Day, Gender Roles and Valuation