|The Radio Campaign shall tap rural broadcasters and other media practitioners to disseminate climate change information across the country, particularly in rural areas.|
PHILIPPINES – Radio has been the medium used most extensively and effectively for disseminating information in rural areas that help initiate social and community development.
To harness the power of radio, the International Rice Research Institute (IRRI), CGIAR Research Program on Climate Change, Agriculture and Food Security, and the Philippine Federation of Rural Broadcasters, will launch a campaign engaging rural broadcasters in informing agricultural communities on climate change issues and help them adapt to its impacts. The Radio Campaign will focus on climate-smart technology options for farmers for improved productivity, increased capacity to adapt to climate risks, and contribute to reducing greenhouse gas emissions from agricultural activities.
At least 75 broadcasters from Luzon, Visayas, and Mindanao will be trained to produce ready-to-be-aired broadcast materials in five local languages through a series of regional trainings and seminars. Media practitioners, campaigners, and the public can access scripts, news, digests, reference materials, backgrounders, voice clips, and videos through a web portal that will be developed to distribute the materials.
By the end of 2016, the project is expected to contribute to increasing farm productivity by 5%.
Other partners in this pilot climate change Radio Campaign include the Philippine Agricultural Journalists, Philippine Science Journalists, Cagayan State University, Aklan State University, and Central Mindanao University. A Letter of Agreement, signed on 1 June, sealed this collaborative partnership.
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