This document outlines the Rwanda Dairy Competitiveness Program II (RDCP II) which aims to make Rwandan dairy products competitive in regional markets. It discusses introducing a communication for behavior change component to the program to promote milk consumption. This will be done by adapting the existing Urunana radio soap opera approach which uses entertainment to promote social issues. Partnerships will be important for success. Lessons from the first program show the value of stakeholder engagement and using entertainment to address social problems. The behavior change communication component reached over 67% of listeners through radio episodes and community events.

1. Rwanda Dairy Competitiveness Program II

2. Presentation outline
 RDCP II Program Description
 Motivation to introducing the communication for
behavior change component in the project?
 Adapting to Urunana BCC approach
 Building the partnership for success
 Lessons learned

3. Setting the agenda - NDS
RDCPII Goal
“Rwandan Dairy Products Competitive in regional markets’’
NDS Goal
“A competitive dairy sector providing quality dairy products
which are affordable, available and accessible to all Rwandans
and other consumers in the region (Dairy Sector Working
Group, July 2012).”

4. RDCP II Pillars
 Farm level production
Milk Quality
 Policy – enabling
environment
 Business Development
Services
End Market
 Gender mainstreaming
 Financial services
 Investment promotion (
competitiveness)
 Export market development

6. Milk Production vs Consumption

7. End market facilitation
 MCCs used as consolidation points
 Improving market linkages
 New and Improved Value added
products
 Facilitating informal market to
transition to more formal market (
Milk Zones, Cheese makers )
 National Milk Consumption Campaign
 Local and Export promotion
 Facilitated to regularize payment
systems from cash payments to bank
payments
 Organised Annual Cheese and Butter
Competition and Expo
 Training of end market players

8. Shisha Wumva
 Milk consumption campaign that
associates milk with a healthy body
 Backed by best practices at farm,
MCC, processor and retail outlet
 Links the entire sector around best
practices for milk safety and quality
 Allows for differentiation from
“informal market”
 Promotes consumer demand
 Promotes investor confidence
Shisha Wumva: Feel the Goodness

9. Billboards

10. Community events

11. Posters

12. Motivation to BCC
 Midterm evaluation recommended a household
approach to grow consumer demand
 Target most vulnerable : Pregnant, lactating
mothers and children under five
 Mass outreach with consistent messaging
 Tailored to address a deep rooted problem

13. Nutrition Drive Posters

14. Adapting to Urunana approach
 Urunana radio soap opera existent since 1999,
based on a Rwandan community with a large
listenership
 Reflects wellbeing of community into soap opera
 Integrates appropriate themes to avoid operating
“in silos”
 Great in-house capacity built over a long time
 Context specific

15. Building a successful partnership
 Joint organizational learning
 Multi-stakeholder engagement
 Rural familiarization
 Problem –solution or cause - effect relationships
 Issues prioritization
 Strict content review and approval before broadcast
 Implementation (simultaneous radio broadcast,
community outreach, radio digest - Umuhoza)
 Audience surveillance & integration of new ideas in
serialized episodes

16. Numbers
 67-70% listenership (36 episodes, 7 radio digests)
 72, 000 people through direct contact (8 community
outreach events)

17. Lessons learned
 SBCC requires strong stakeholder engagement and
buy in
 Edutainment approach a strong tool for social
behavior change
 Cause-effect relationships most critical to
addressing social issues

18. 62%
38%
32%
42%
8%
36%
Following Urunana Soap
opera
Not following Urunana
Soap opera
Health Family Saving Milk
Farmers awareness & Topics of interest on Urunana Soap Opera

19. Thank you