Hampson, KarenSones, DuncanWatiti, James2018-07-092018-07-092018-07http://hdl.handle.net/10625/57098This work was carried out with the aid of a grant from Canada’s International Development Research Centre (IDRC), and with financial support from the Government of Canada, provided through Global Affairs Canada (GAC)In order to become more effective, the Legume Alliance incorporated key expertise on input markets. A consortium of organizations agreed on agricultural messages, and how to deliver them – at scale - through an integrated campaign approach. The messages were technically identical, whereas delivery was tailored to various members of small-scale farming households through different but linked communications media. Evidence shows that the campaign based approach to scaling up, works: 650,000 individuals were reached over 28 months. This report details media campaigns regarding messages about the agronomy of improved common bean and seed varieties. Mobile phone ownership plays a key role.application/pdfenINFORMATION CAMPAIGNSFARM RADIORADIOAGRICULTURAL EXTENSIONTANZANIASOUTH OF SAHARASCALING UPAPPROPRIATE TECHNOLOGYBEANSLEGUMESEXTENSION SERVICESFinal Technical Report