Using Multimedia Campaign Approach to Improve Farmer Knowledge on Soybean Production: A Case of Selected States in Nigeria

Soybean is an important crop for human and animal consumption as well as industrial uses. It is a cheap plant food source that the low-income population in Nigeria depends on for protein and nutrient needs. However, there has been a decline in its production and productivity. To facilitate the transition to improved soybean productivity, multimedia campaigns were conducted to increase awareness of good agronomic practices and integrated soil fertility management approaches. The campaign used three elements; radio, print and video materials, to reach farmers in a complementary manner. This paper examines the implementation and effectiveness of the campaigns that were conducted in five (5) states in Nigeria in order to provide direction for future campaign endeavours in terms of participation by different stakeholders and how to fast track expected benefits to the farmers. This study established that the main source of information was the agricultural extension agents through face-to-face interactions, distribution of print materials and showing videos. Radio messages in local languages contributed to further increase in awareness. Farmers preferred to receive information from many sources and formats as it was perceived to reinforce learning. Model results asserted similarly that farmers’ exposure to and understanding of messages was increased by the use of multimedia. The multimedia messages had a positive contribution to productivity and diversity in the practices taken up. Messages on use of inoculant were the most extensively used and farmers aver that they contributed to increases in productivity. The extent of use of messages was influenced by expected benefits, clarity and ease of access to inputs. To improve utilization and effectiveness of production messages, they should be accompanied with information on how to access agricultural finance and inputs plus how to market the soybeans. Keywords : multimedia, knowledge, productivity, practices, inoculant, soybean DOI : 10.7176/JESD/10-24-01 Publication date: December 31 st 2019