| Sumario: | 1. AECF commissioned a study to investigate the impact of the Shamba Shape Up TV
edutainment programme on small-scale agriculture in Kenya and to research the
processes by which the programme influences farmers’ activities
2. The assessment is based on a theory of change that draws on three bodies of theory
and research which have informed the design of the Shamba Shape Up initiative:
mass media and society; agricultural and rural extension; and innovation systems
3. The study focused on the area of Kenya that Shamba Shape Up is targeted at and the
rigorous statistical design of the assessment allows robust estimates of the size of the
audience, and of the effects of Shamba Shape Up at farm and population levels
4. Two questionnaire surveys were conducted across 119 Enumeration Areas together
with a more detailed study at selected locations using participatory tools
5. In the 26 rural and peri-urban counties which comprise the main target audience,
Shamba Shape Up is viewed in 12.6% of sampled households
6. Most viewers report that the programme has helped them improve the profitability
of their enterprises and has had a positive effect on their families’ food situation
7. Shamba Shape Up covers a range of enterprises. This assessment focussed mainly on
maize and dairy as they were the most focused on. In both enterprises, viewers of the
programme were significantly more likely to have made changes in practice featured
in broadcasts, and to have made more changes, than non-viewers, even when other
socio-economic variables are taken into account
8. The overall number of households specifically reporting that they had made changes
to their maize or dairy practices as a result of the programme, or who reported that
they had benefited from SSU through increased profit or improved household food
situation, is statistically estimated to be 428,566
9. Households who reported making specific changes in their farming practices as a
result of Shamba Shape Up are statistically estimated to be 218,562 households for
maize and 65,063 for dairy
10. From these two enterprises, the statistically estimated net economic impact in the 25
counties was US$24,718,648; this comes mostly from dairy enterprises.
11. Viewers reported a range of effects of the programme, beyond the impact on output
and profitability: these included improved food security and nutrition, confidence in
their management ability, enhanced social status and the re-investment of increased
income in other, off-farm, livelihood activities
12. Findings from detailed participatory budgets indicated that gross margins for maize
and dairy have improved for viewers of the programme over the past two years, and
to a greater extent than for non-viewer
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13. There is some evidence that women dairy farmers who have made changes
influenced by the programme have been able to reduce the gap in gross margins
between them and male dairy farmers
14. Trust in a source of information and influence has a significant effect on the
likelihood that farmers will make changes promoted or suggested by the source;
Shamba Shape Up scores higher on trust than other more conventional sources of
information among viewers of the programme
15. Most viewers identify with the problems farmers face in the broadcasts, care about
the families shown and feel involved with them
16. Most viewers feel that they get useful information from the programme and that it
helps them make decisions on their own farms; they learn things that they can try
out; and they also find the broadcasts enjoyable to watch
17. The programme has become an important part of farmers’ information and
innovation systems, operating as a trusted source of information presented in a
format that engages their interest and emotions, encourages discussion and provides
opportunity for follow-up and interaction
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