The Uptake Component of the Integrated Seed Sector Development (ISSD) Plus Project aims at increasing quality seed use by farmers in Uganda. Quality seed use by farmers in Uganda is low and is mainly caused by: -
The ISSD project through the Uptake component addresses these constraints through: -
Interventions to increase awareness on quality seed are conducted through an experiential marketing promotion campaign using road shows, media (electronic and print), sub-county Agricultural Extension Officers and promotional materials on quality seed.
During road shows, farmers are sensitized on quality seed through edutainment, information sharing, competitive game draws to mention but a few. The entertainment involves music and dancing to attract people to the show. Whereas the education component involves sensitization through skits, drama, quizzes, testimonies on quality seed use and speeches by Local Seed Business leaders who are often opinion leaders in the community, extension officers and ISSD staff on quality seed.
The electronic media campaign is done on selected community based radio stations countrywide (in accordance to the UAMPS statistics of performance of media – listenership and frequency reach). On the other hand, Print media is done through national dallies/newspapers such as Daily Monitor and New Vision to publish information on quality seed use
Sub-county Extension Officers at District level were trained to sensitize farmers in the communities during their regular extension service provision to farmers.
The above mentioned awareness creation activities are expected to change farmers’ perceptions/attitude and behavior towards the use of quality seed.