Edutainment’s Positive Influence on Social Norms and Behaviours.
Working in collaboration with IFPRI, Mediae created a short drama called Wise Woman targeting farming families, which concluded Series 12 of Shamba Shape Up Kenya.
The short drama follows the story of two young couples, who have very different approaches to making decisions around farming. Through this, the drama highlights the value of joint decision making and sharing of information around agriculture within the household. It further shares key messages on crop insurance, the benefits of using certified drought resistant seeds and critically addresses the issue of intimate partner violence (IPV) while debunking gender stereotypes.
Research conducted by IFPRI and Wageningen University following the screening of the short drama found that Wise Woman “sparked a substantial amount of discussion amongst farmers about the gender issues that were central in the movie. Themes like the benefit of joint decision-making, the importance of respecting a woman’s opinion, and the costs of domestic violence (which is widely accepted in the study context) were prominent in the transcriptions”. It further shows that women's input in productive decision-making increased by 5 percentage points (IFPRI & Wageningen University 2022).Download
Shamba Shape Up Series 12 Impact of viewing farmers Knowledge, Attitude and Practices
Shamba Shape Up (SSU) series 12 was broadcast nationally on Kenya’s leading television channel, Citizen TV, between March and September 2022. The series was shot in a variety of locations in key agricultural areas and covered a range of topics; farm financing to livestock husbandry, nutrition and climate change adaptation.
SSU aims to raise knowledge of good farming and nutrition practices, promote positive attitudes towards improved farming methods and ultimately change the ways in which farmers improve their production of crops and livestock, adopt healthy eating practices and adapt their practices to accommodate climate change.Download
Shamba Shape Up Series 11 Knowledge, Attitude and Practices Report
Shamba Shape Up (SSU) series 11 was broadcast nationally on Kenya’s leading television channel, Citizen TV, between March and September 2021. The series was shot in a variety of locations in key agricultural areas and covered a range of topics, from soil conservation to farm financing and livestock husbandry.
The series adopts an edutainment format and is based on ‘make-overs’ filmed on smallholder farms across the country. The aim of the series is to illustrate new methods and solutions and to give farmers advice to help them increase production and turn their farms into viable businesses.Download
Shamba Shape Up Series 10 Knowledge, Attitude and Practices survey Report
Shamba Shape Up (SSU) series 10 was broadcast nationally on Kenya’s leading television channel, Citizen TV. The series was filmed in a variety of key agricultural locations and covered a range of topic.
- SSU 10 saw a weekly audience of at least 6.8 million adults aged 16+ in Kenya
- 9/10 of the farmers who took part in the survey said that SSU was the TV programme they trusted the most to provide agricultural and farming information•
- As a result of the changes they made, almost two-thirds (63%) reported better yields and incomes•
- Almost all (96%) SSU 10 viewers said they had learnt something new from watching the programmes.
GeoPoll and Mediae, The Digital Farmer: A study of Kenya's Agricultural Sector
The agricultural sector in Kenya continues to be the main source of livelihood for a large proportion of the country's population. But beyond the perennial rainfall, what other factors affect farming?
Our survey was undertaken in September 2018 via SMS. Respondents were drawn from GeoPoll's farmer panel (partnered with Mediae) in Kenya and we relied on the FAOSTAT land use statistics to only target respondents in arable lands.Download
Shamba Shape Up Series 9 Knowledge, Attitude and Practices Report
Series 9 focused on a range of issues including Animal Feed and Hygiene Products, Agrochemicals for Pests & Diseases, Reducing Post Harvest Losses in Mango and Maize, Farm transportation and equipment, Conservation Agriculture, Kitchen Gardens, Tied Ridges, Clean Cookstoves and Agricultural Insurance.
Shamba Shape Up Series 9 was successful in providing audiences with information that enable them improve their farming practices. Viewers are able to remember topics aired in the show, indicating interest in additional topics recommended.Download
Shamba Shape Up Series 8 Knowledge, Attitude and Practices Report
Series 8 focused on a range of issues including Maize, Pig feeding, Soil Testing, Profit Story, Watermelon, Dairy, Fish Feed, Solar System, Certified seeds, herbicides, coffee, Potatoes, Fertiliser, onions, Chicken, Mangoes, Oranges, Home Biogas, Cabbages, Tea, Tomatoes, Post Harvest, Farm Transport and Lion Lights.
This KAP study however focuses entirely on Mango and Maize Harvest Practices, as this was a key issue tackled throughout the programme.
A positive change can be observed amongst SSU Viewers who prune and cut off branches of Mango Trees between pre and post broadcast. After broadcast there were a higher number SSU Viewers who reported using the stick and attached net bag method, as recommended on SSU. There were more Non-Viewers claiming to shake and let the mango fruit drop to the ground, which was not recommended on SSUDownload
Series 6 Knowledge, Attitude and Practices (KAP) Report
Series 6 focused on poultry farming, dairy, beef cattle, soil health, maize, nutrition, post harvest loss management, financial literacy, solar lights, greenhouses, Conservation Agriculture and organic farming.
46% of viewers claim to have learnt something new about poultry farming from watching the show. This is the topic with the most sought after information on the program.Download
Series 5 Knowledge, Attitude and Practices (KAP) Report
Series 5 covered a range of topics which include tomatoes, poultry, dairy, agrochemicals, soil health, maize, nutrition, potatoes, sunflowers, financial literacy, solar lights, sweet potatoes, apples, mobile phones, gender and rice.
There has been a consistent increase in the number of people adopting new practices each series. For Series 5, 50% of the audience made changes in farming practices particularly in soil conservation, financial literacy, agrochemicals and potato growing.Download
Series 4 Knowledge, Attitude and Practices (KAP) Report
Series 4 looked at a range of farming topics such as dairy, poultry, climate change adaption, vegetables, maize, soil fertility, sorghum, Orange Flesh Sweet Potatoes, solar lights, farmer groups and groundnuts.
Rates of learning something new and adopting a new practice were high. Of the adopters, over 80% said that the change had resulted in more income, produce or food for their households.
University of Reading Impact Report
The Africa Enterprise Challenge Fund (AECF) commissioned a study, led by the University of Reading, to investigate the impact of Shamba Shape Up on small-scale agriculture in Kenya.
The report estimated that over 428,000 households in Kenya directly benefited from the program after adopting a practice they learned and generated benefits totalling US$24,000,000. This is the highest development impact from a single project in the AECF portfolio.Download
Series 2 and 3 Knowledge, Attitude and Practices (KAP) Report
Series 2 and 3 covered a wide range of topics which include poultry, goat farming, dairy, water harvesting, climate change adaptation, maize, amaranth, fuel efficient jikos, soil fertility, solar lights, composting, vegetables, financial literacy, coffee, sorghum, tomatoes, fruit trees, silage and farmer groups.
Shamba Shape Up is considered as the most trusted source of agricultural information. Viewers rated it as much more useful than radio, newspapers, agrodealers and extension officers.
Series 1 Knowledge, Attitude and Practices (KAP) Report
The first series focused on soil fertility, solar lighting, poultry, seed procurement, maize, potatoes, tomatoes, bananas, fodder, use of pesticides and chemicals, fake chemicals, dairy and financial literacy.
The first series attracted an estimated audience of 3.5 million television viewers – reaching around 20% of Kenyan television viewers. Viewers gained more knowledge about dairy farming in comparison to non-viewers.