Sustainable agricultural intensification (SAI) practices have been developed with the aim of increasing agricultural productivity. However, most of them are not achieving their potential because of low adoption, linked to limited extension support to make them known and accessible by end-users.  

Sustainable agricultural intensification practices include: inputs and practices and the integration of technologies e.g. integrated soil fertility management (ISFM), soil and water conservation, conservation farming, legume intercropping and rotations, new crop varieties, integrated pest management and precision agriculture. It is expected that ISFM increase productivity and resilience of agricultural production systems. 

Reasons for non-adoption:

(a) limited agricultural support services, and thus, practices and technologies are not known and accessible to practitioners;

(b) missing link between farmers and input service suppliers for appropriate demand;

(c) and insufficient extension services due to insufficient funds for supporting the public extension, limited involvement of rural farmers and populations in extension processes, lack of appropriate extension methods, and challenges in adapting technology packages to community- specific contexts including agricultural extension, low number of extension staff, and limited access of women to the services. 

A Campaign is considered a cost-effective extension approach to dissemination of information as it can reach a large number of people (though the use of mass media) and accelerate awareness of recommended technologies. This is reinforced by the use of digital media. Campaign-based approaches are often used in the context of health and nutrition, and still limited in the agricultural sector. The paper describes (1) the process for development and delivery of multi-media campaigns, (2) campaign interventions by the ASHC programme and their effectiveness, and (3) key success factors for campaigns to guide future agricultural extension campaigns. 

Based on the theory of change model, the campaigns were developed observing the country-specific situation: consistent messages (Good Agricultural Practices, improved seed varieties, pest identification and recommended pesticides for the most common pests), materials fitting to the audience are combined using divers media (radio, SMS, posters, leaflets, demonstration plots), and involving different partners (local broadcasting stations, Digital Green, etc.). 

Effectiveness was measured using the criteria number of farmers reached with information and success of the campaigns in view of uptake of promoted practices and technologies – relying on information reported by farmers before and after the campaign. 

The average adoption rate was on average 20%. This is far higher than with the previous extension methods with the T&V system. Nevertheless, they are below the adoption rate of FFS (where approx. 60% adoption is reported). However, the costs are much higher with FFS and fewer people are generally reached. In comparison to a single channel, exposure to multiple communication approaches was associated with higher uptake of promoted practices and technologies, and also increased participation of men, women and youth, by addressing inherent differences in access to, proficiency with, and preferences of communication channels. 

The following points were essential for the success of the campaigns:

• Development of relevant and localized content and fit-for-purpose information materials which were freely available; they were validated by local stakeholders and authorized government agencies prior to the start of the campaign.

• Multi-partner approach harnessing the complementary strengths of partners and some participated even more than one season. It was important to win over and involve the current initiatives (beans, soya beans); the development of the content was only possible thanks to good cooperation between the various partners.

• Deployment of innovative information channels targeting different audience categories: innovative and tailor-made approaches enhanced the campaign’s efficiency eg. Radio listening groups were organised alongside demonstration plots with knowledge exchange).

Conclusion: Campaigns can complement more conventional extension programs specifically to create awareness and inform about practices of sustainable intensification.