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                What you
                want to tell
                your
                audiences

Paul Mundy
www.mamud.com
After determining your objectives…

Audience        Objectives
Farmers         Join water user association
                Get compensation for land
                Be able to use irrigation techniques
                Buy and lay water pipes
                Maintain canals
Local           Support water user association
officials       Ensure funding for association
Etc…            …
Paul Mundy
www.mamud.com
Decide on the messages to reach that
audience
   Objective
       Encourage farmers to join water users’
        association
   Messages
       Decide what to grow and when to grow it
       Learn how to grow more rice
       Ensure your family’s prosperity



Paul Mundy
www.mamud.com
Decide on the messages to reach that
audience
   Objective
       Encourage farmers to maintain canals
   Messages
       Keep canals free of weeds so you get water when
        you need it
       Repair damage before it causes bigger problems




Paul Mundy
www.mamud.com
Put yourself in your audience’s shoes

   Knowledge
       What do they already know about the topic?
   Attitudes
       What do they think about it?
       What reasons do they have for not doing
        something?
   Behaviour
       What do they do at the moment? Why?
       What questions do they have?
Paul Mundy
www.mamud.com
Design messages that answer audience’s
needs
   “The new canal will take some of my land”
       The route is not yet fixed. Attend a meeting to
        learn about it and to have your say.
       You can get compensation if…
       You can get this amount of money…
       You can apply to the Irrigation Office…
   “I don’t know where to get seeds”
       You can get seeds from…


Paul Mundy
www.mamud.com
Design messages that answer audience’s
needs
   “This new technique looks risky”
       If you do these things, you will get a good yield…
   “I’m too old to learn new techniques”
       Simplify information
       Have other elderly farmers act as trainers




Paul Mundy
www.mamud.com
Decide on your messages

Audience        Objectives        Messages
Farmers         Join water user  Decide what to grow
                association      and when to grow it
                                 Learn how to grow
                                 more rice
                                 Ensure family’s
                                 prosperity
                Get              Attend a meeting
                compensation for How to get
                land             compensation
Paul Mundy
www.mamud.com
The golden rule

KIS MII
 Keep It Simple
 Make It Interesting




Paul Mundy
www.mamud.com
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