Motivating rice farmers in the Mekong Delta to modify pest management and related practices through mass media uri icon

abstract

  • A participatory planning process was applied to develop a media campaign to motivate rice farmers in the Mekong Delta to modify pest management practices together with seed and fertilizer inputs. Locally named 'Ba Giam Ba Tang' or 'Three Reductions, Three Gains', campaigns were launched in two provinces, Can Tho and Tien Giang. In both provinces, farmers' practices changed significantly. Their insecticide sprays reduced by 13-33% while their seed rates dropped similar to 10% and nitrogen rates, similar to 7% and proportion of farmers using insecticides declined by 11%. These practices were supported by modifications in belief attitudes that favored high inputs. Farmers who reported significant reductions in the three inputs also changed their perception of yield loss. The campaigns in Can Tho and Tien Giang had significant multiplier effects. They stimulated several provincial governments as well as the Ministry of Agriculture and Rural Development to provide additional resources to reproduce the materials and campaign process for local use which eventually reached more than 3 million farmers in south and central Vietnam.

publication date

  • 2008
  • 2008