Assessment of the impact of communication strategy (Radio Jingle) on the awareness of and the production of indigenous vegetables in Southwestern Nigeria

Abstract

The IDRC-GAC (Global Affairs Canada) project on “Synergizing fertilizer micro-dosing and indigenous vegetable production to enhance food and economic security of West African farmers” project utilized a branded radio program “Ramo Elefo” (or Ramo, the Vegetable Seller) to create awareness about products and innovations promoted by the project as well as to effectively mobilize the general populace in adopting the innovations made popular by the project. The project intensively used three major mass media: radio, TV, newspapers/magazines. The media strategy reached up to 8 million people in Benin Republic and more than 10 million in Nigeria.