Previous - Next
(r) KAP survey
The SEC activity started with a one-week workshop for the Core-Group on the purpose and methods of Knowledge, Attitude, and Practice (KAP) Survey. During this workshop, 30 participants together with some farmer leaders were requested identify information or data which would be critical, and thus need to be obtained, for formulating the campaign objectives and developing the strategic extension campaign plan. Assisted by, and working together with, the KAP Survey investigators/researchers, the Core-Group then developed the data collection instrument for the KAP Survey. Such an approach in developing action-oriented survey questions can help ensure the relevance and practicality of the survey results for SEC planning, management and evaluation purposes, rather than just for an academic exercise. The field implementation (e.g., data collection, processing, analysis, and reporting) of the KAP Survey itself was contracted to the Agricultural University of Malaysia's Centre for Extension and Continuing Education, coordinated by Dr. Azimi Hamzah.
KAP Survey and Focus Group Interviews |
(r) Problems Identification
(r) Objectives Formulation
Upon completion of the KAP Survey which took about 2.5 months, a two-week workshop for the same Core-Group was held to train them on the concepts, methods and skills of campaign strategy development and planning, message design and prototype multi-media materials development. The survey results were the main inputs used by the Core-Group to formulate the SEC objectives. For example, problems related to inappropriate or non-adoption of rat control were identified based on the findings of the KAP Survey of farmers in Penang State. Then, a set of specific, measurable, and problem-solving SEC objectives were formulated by the Core-Group during this workshop, in consultations with some farmers' representatives. To illustrate the degree of specificity of the campaign, the list of problems is shown in Fig. 4-8, and the campaign objectives can be seen in Fig. 4-9.
FIGURE 4-8
Identified Problems in Rat Control in Penang, Malaysia
Based on findings of a KAP survey of farmers in Penang State
1. |
Low knowledge of
the value of physical methods and cultural practices regarding rat control |
2. |
Low knowledge of
different functions and characteristics of different rodenticides |
3. |
Misconception that
rats are "intelligent", and thus unlikely to be successfully controlled |
4. |
Lack of group and
collaborative efforts to control rats |
5. |
No action to
control rats until damages are visible |
6. |
Inappropriate
application of rodenticides in different situations |
7. |
Most farmers have
more than one job and thus do not have enough time to control rats |
8. |
Superstition that
rats would take revenge on behalf of their dead "friends" by causing worse
damages |
9. |
Simultaneous
planting is not practiced, thus providing continuous food supply for rats |
Source: R. Adhikarya (1985), "Planning and Development of Rat Control Campaign Objectives and Strategies for the State of Penang, Malaysia".
Note: KAP refers to knowledge, attitudes and practice of the target audience.
FIGURE 4-9
Specific and Measurable Campaign Objectives for Rat Control Campaign in Penang State, Malaysia
Identified
Problems among Farmers |
Formulated
Extension Campaign Objectives |
1.
Inadequate knowledge of the value of physical methods and cultural practices regarding rat
control |
To raise the
proportion of rice farmers' level of knowledge/appreciation concerning the value and
benefits of cultural practices from 67% to 75%, and physical rat control practices from 31
% to 45% |
2. Little
knowlege of the different functions and characteristics of different rodenticides |
To raise the
proportion of rice farmers' level of awareness and knowledge by improving their
understanding regarding the different functions and characteristics of two types of
rodenticides: |
3.
Misconception that rats are "intelligent" and thus unlikely to be successfully
controlled |
To reduce the
proportion of rice farmers' misconception that rats are unlikely to be controlled
successfully because they are "intelligent" from 52% to 35% |
4. Lack of
group and collaborative efforts in controlling rats |
To encourage
greater participation of rice farmers in group and/or collaborative efforts in controlling
rats, by increasing the proportion of rice farmers' level of favourable attitudes towards
such efforts from 60% to 70% |
5. Farmers
normally do not take voluntary action to control rats until crop damages are visible |
To increase the
proportion of rice farmers who believe that rat control is not a waste time from 55% to
65% in order to encourage them to take action before their crops are damaged |
6.
Inappropriate application of different rodenticides in different situations/stages |
a) To
increase the proportion of rice farmers' knowledge on the correct application of
rodenticides with regard to: |
7. Lack of
motivation of most farmers who have more than one job, to spend more time and effort to
control rats in order to increase their yields and income |
To motivate and
encourage rice farmers to spend more time and efforts to control rats in order to increase
their crop yields and income, by increasing their perception that controlling rats is more
beneficial than doing other jobs; from 37% to 50% |
8.
Superstition that rats will take revenge on behalf of their "dead friends" by
causing worse damages |
To reduce the
proportion of rice farmers' misconception regarding their superstitious belief that rats
take revenge on behalf of their "dead friends" by causing worse damages from 54%
to 50% |
9.
Non-practice of simultaneous planting which could disrupt food supply for rats during part
of the year |
To encourage more
rice farmers to engage in simultaneous planting in order to reduce time for rats to have
continuous food supply by enhancing positive attitudes towards that practice; from 79% to
85% |
Source: Adapted from R. Adhikarya (1985)
(r) Strategy Development & Planning
(r) Message Design & Positioning
(r) Prototype Multi Media Materials Development & Packaging
The campaign was targeted to about 14,000 farm families in 27 Extension Service Areas and 1,197 Contact Farmers in Penang State. To reach these target groups effectively, a detailed campaign strategy plan and prototype message design and multi-media materials were also developed by the Core-Group during this two-week workshop. Examples of the strategy development and message design/positioning worksheet are presented in Fig. 4-10a and Fig. 4-10b.
Campaign Planning and Strategy Development Workshop |
Campaign Planning and Multi-Media Materials Development |
FIGURE 4-10a
Example of a Worksheet for: Extension Planning and Strategy Development Process Exercise
Problem |
Reasons or
causes for problem |
Problem
solving strategy or approach |
Information
positioning approach |
Farmers'
misconception that rats take revenge on behalf of their "dead friends" by
causing worse damages |
Superstitious
belief |
As a Moslem, it is
sinful to believe in superstitions. Other specific citation from the Holy Book (Quran or
Hadith) regarding the above |
Religious
disincentive |
Not enough time to
control rats |
70% of farmers have
more than one job |
"Rat control
method of using wax and dust poison is simple and easy. Even your wife and children can do
it if you are busy". |
Task delegation |
Inappropriate
application of rodenticides at different crop growing stages
|
Unclear and
complicated rodenticide application recommendations |
Simplification of
technology recommendations and easy-to-remember application procedures |
Simplicity |
Inefficient use
(too strong a dosage) of rodenticides since they are distributed free to farmers |
Arouse guilt
feeling of farmers by stressing the waste of their community funds due to inefficient and
ineffective use of the free rodenticides |
Guilt feeling
creation |
|
Farmers'
misconception that rats are "intelligent", thus control unlikely to succeed
|
Failure
of zinc phosphide (e.g. bait shyness effect) which is used by the majority of farmers
|
De-emphasize the
use of acute poison (zinc phosphide) and encourage the use of wax poison before booting
stage and dust poison after booting stage. |
Down-playing the
competitor. Easy-to-remember action. |
Stress the need for
group and collaborative efforts instead of the individual approach if the battle to fight
"smart" rats is to be won |
Need for group
efforts |
Source: Adapted from R. Adhikarya (1985)
FIGURE 4-10b
Example of a Worksheet for: Message Design Process Exercise
Problem solving
strategy |
Message appeals |
Examples of
message appeals |
Channel of
message delivery |
Counter-attack
farmers' superstitious belief that rats take revenge on behalf of "dead friends"
by causing worse damages
|
Fear arousal |
"Its is sinful
for a Moslem to believe in superstition" |
Religious
leaders' sermons during Friday prayers; leaflet; radio spots
|
Religious Incentive |
"The more rats
you kill, the more you will be rewarded in heaven" (Citation from the Holy Book of
Islam) |
||
Discourage
the use of zinc phosphide and encourage the wax and dust poison (chronic rodenticides)
|
Safety
convenient/simplicity |
"Wax poison
and dust poison are much safer, easier and more effective than zinc phosphide" |
Instructional
poster; radio spots; pamphlet; portable flipchart; pictorial booklet
|
Testimonials |
Use testimony from
satisfied wax and dust poison adopters about its simplicity of use and effectiveness |
||
Motivating
farmers to conduct group/collaborative action in controlling rats (e.g. simultaneous
planting, applying physical control methods, or conducting simultaneous rat control)
|
Ridicule |
"Since rats
are 'intelligent' if you fight them alone you might lose and thus be a victim",
"let's do it together" |
Motivational
poster; leaflet; pictorial booklet; slide-sound
|
Cultural/traditional
value |
"Gotong-Royong
(working together and helping each other in a community) is a virtue and the most
effective means to control rats" |
||
Solidarity |
"Bersatu
kita teguh, bercerai kita roboh" (united we stand, divided we fall) |
||
Educating
farmers on the appropriate use/application of rodenticides
|
Guilt feeling,
civic responsibility |
"Don't you
feel guilty wasting community funds if you are not using the free rodenticides
properly" |
Instructional
poster; radio spots; group discussions; portable flipchart
|
Easy to remember |
"Use wax
poison weekly before booting stage, and dust poison after booting stage" |
Source: Adapted from R. Adhikarya (1985)
(r) Pretesting of Prototype Multi-Media Materials
(r) Revision & Mass Production of Materials
The prototype multi-media materials produced during the above mentioned workshop were then pretested by the Core-Group in the field with a sample of the actual target audience during another one-week workshop specially designed for this purpose. Based on the findings and suggestions of the field pretesting, the prototype materials were then revised and mass-produced accordingly.
Field Pretesting of Campaign Materials. |
Some of the Campaign Multi-Media Materials. |
(r) Management Planning
(r) Briefing & Training of Field Personnel
(r) Distribution of Multi-Media Materials
(r) MMS & IRIS Preparations
In another one-week workshop, the Core-Group developed a Management Plan which detailed the procedures for the campaign implementation, including the specific tasks and responsibilities of extension personnel at the field level. The distribution and utilization plan for the multi-media support extension and training activities was also developed. Special briefing and training sessions for field personnel involved in the SEC activities were held to ensure they understood their role and functions, and properly utilized the multi-media materials to support their extension and training activities. Most of these materials were distributed to the appropriate users during the SEC briefing and training sessions. On the basis of this Management Plan, the design and implementation plan for the Management Monitoring Survey (MMS) were made. The Core-Group also consulted with the survey investigators/researchers on the procedures and information/data which had to be collected for the MMS and the Information Recall and Impact Survey (IRIS), during a one-week workshop.
Campaign Management Planning Session
Field Personnel Training and Distribution of Materials |
(r) Field Implementation
The Campaign was officially launched on 11 October 1986 with an elaborate Opening Ceremony attended by important National and State officials. It was given wide publicity coverage by the national and local press, radio and television. The duration of the campaign was for 4-5 months, during which time the various activities following the strategy plan were undertaken in the rice-growing districts of Penang State.
Campaign Launching Ceremony and Field Extension Workers Singing Rat Control Songs |
Extension Workers Motivating and Educating Farmers on Rat Control |
Practicing Rat Control in the Field |
(r) Evaluation Studies:
Management Monitoring Survey
Information Recall & Impact Survey
Two weeks after launching the campaign, a Management Monitoring Survey (MMS) was conducted and it was completed within less than 4 weeks by Dr. Ramli Mohamed and Dr. Yoke-Lim Khor of the Science University of Malaysia. Thus by late November 1986, the campaign planners and managers got the initial feedback as to how the campaign was going, and what management or logistical problems were encountered in the field during the first four weeks of campaign implementation. By the beginning of the second month of the campaign period, necessary changes and modifications of its strategy and management plans were made accordingly.
The Information Recall & Impact Survey (IRIS) was basically a "Post-Campaign" KAP Survey. It was conducted by the same survey investigators from the Agricultural University of Malaysia who did the "Pre-Campaign" KAP Survey, in order to facilitate the comparative data analysis of the "before" and "after" campaign results. The IRIS was conducted in April 1987, - about 6 weeks after the official completion of the campaign period. A Focus Group Interview/Discussion (FGI) was also carried out to complement IRIS. Figure 4-11 shows the information on the number of respondents of the various surveys conducted for the SEC on Rat Control in Malaysia.
Conducting Management Monitoring Survey and Information Recall & Impact Survey |
FIGURE 4-11
Evaluation Studies for Malaysia's Rat Control Campaign
Type of survey |
Time period |
Duration |
Sample/respondents |
KAP Survey
(pre-campaign) |
Jun.-Aug.1985 |
2.5 months |
200 rice farmers |
Management
Monitoring Survey |
Nov.1986 |
1 month |
213 rice farmers |
Information Recall
& Impact Survey (post-campaign) |
Apr. - Jul.1987 |
3 months |
415 rice farmers |
Focus Group
Interviews/discussions |
Aug.1987 |
1 month |
9 farmers' groups
(with average of 8 farmers each) |
