Draft final Communication and Information Strategy for the Ganges Basin Development Challenge Program

Introduction: The knowledge management strategy for the Ganges Basin Development Challenge is based on four broad core themes: Electronic information and communication platforms Scientific and popular documentation and publications Mass awareness tools Capacity building, particularly for farmers and providers of knowledge, to ensure the application of new knowledge, technologies and understanding of complex systems

The communication and information strategy is designed to ensure coordination of efforts and application of learning from the Challenge Program for Water and Food (CPWF) in the Ganges Basin. It is therefore a research management tool with an impact orientation. The Challenge Program on Water and Food (CPWF) was launched in 2002 in nine basins, including the Ganges and will run through to 2014. Reforms introduced in 2008 saw the introduction of Basin Development Challenges (BDC) as an innovative approach to undertake Research for Development (R4D). Based on research results of the initial years of operation, and a comprehensive priority setting process, the primary goal of the Ganges BDC is to reduce poverty, improve food security and strengthen livelihood resilience in coastal areas through improved water governance and management, and more productive and diversified farm systems. The Ganges Basin constitutes an area that covers the south-west of Bangladesh and south-east of West Bengal, India, inhabited by approximately 40 million people. Half of these people live under the poverty line. The main efforts of the program are focused on influencing and supporting the work of multiple actors in the agriculture and fisheries sectors in the Ganges basin towards increasing the resilience of basin farmers. The strategy to achieve this is the sustainable doubling or tripling of system productivity through diversification and intensification of crops and aquatic resources. It does this by addressing the following five objectives: 1. To establish a geo-referenced data base for the coastal zone of Bangladesh and to facilitate out-scaling of technologies through identification of target domains and land use planning 2. To develop and introduce resilient agriculture/aquaculture production systems in the coast zone of Bangladesh and India for the benefit of poor households
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3. To improve water governance and management for resilient production systems 4. To assess the impact of anticipated external hydrology changes on water resources in the coastal zone of the Ganges. 5. To enhance impacts in Bangladesh and India through stakeholder participation, policy dialogue and effective coordination among other Government, NGOs, CGIAR and donors sponsored projects and programs in the Ganges BDC research Program. The program will primarily work in areas of fresh water/brackish water interface in South East Bangladesh. Each objective provides the research focus for a set of five integrated projects as listed below: G1 - Resource profiles, extrapolation domains, and land-use patterns, led by IRRI G2 - Productive, profitable, and resilient agriculture and aquaculture systems, led by IRRI G3 - Water Governance and Community-based Management, led IWMI G4 - Assessment of the impact of anticipated external drivers of change on water resources of the coastal zone, led by IWM G5 - Coordination and Change Enabling led by WorldFish Center Bangladesh

The Ganges BDC Communication and Information Strategy 1

The objective of this strategy is enhancing impacts in Bangladesh and India through stakeholder participation, policy dialogue and effective coordination among other Government, NGOs, CGIAR and donor sponsored in the Ganges BDC research Program. It also promotes through coordinated partnership efforts, active leadership, and ensuring effective communication among projects, G5 will help maintain the coherence, integration and focus with all partners leading to greater impacts. To accomplish this, an information and communication system that supports projects; topic working groups and external stakeholders to effectively carry out their work towards achieving the goal of the BDC will be established. The information and communication system will play a central role to effectively disseminate information, update knowledge, support participatory decision making, solve problems and contribute to changed attitudes leading to the adoption of new behaviors and practices. It will be directed at both internal and external audiences. The design of the Communications system will enable CPWF partners to jointly engage different tiers of influential stakeholders to increase their participation and cooperation. This will be achieved by means of mobilizing national to community level stakeholders, enhancing capacity, creating broader level ownership of the program, and influencing policymakers and their advisors.

Initial ideas for the development of this strategy have been shared with the GBDC G1-G4 partners. The recommendations were used to prepare a first draft of the strategy. This second draft is prepared with participation and recommendations from WorldFish and CPWF information and communication specialists. This draft will be widely circulated to internal and external stakeholders for their comments to be incorporated into a final strategy. This is a living document - further refinements and adjustments are expected during the life of the program.

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Internal communications will be directed at G1-G5 partners and direct program implementers. It includes a wide range of electronic, face-to-face, printed media, field-trip and workshop interactions within the program. External communication will be directed at donors, government, policy makers, NGOs and farmers whose work and lives are connected to the CPWF work in the Ganges Basin and beyond. It will also include a wide range of electronic, face-to-face, printed media and workshop interactions at the local, national as well as international levels. The Ganges BDC information and communication strategy will be coordinated and implemented by G5 cooperation with CPWF management and individual projects is integral to the success of the Ganges BDC. The outcome logic model (OLM) worksheet indentifies communication activities as necessary to bring about change along each three outcome pathway, with actors including (i) Ganges BDC project research team; (ii) Government, and particularly influential policy makers; (iii) development actors making large scale investments in the coastal regions of Bangladesh and India. The Ganges communication strategy is linked to and based on information and guidance from the global CPWF Information and Communication Strategy. As such, the Ganges BDC Information and Communication strategy should be seen as a part of a coherent strategy that contributes to the global unifying CPWF IC strategy. The basic principle for CPWF as a global program is that communication, information and data management and monitoring and evaluation are decentralized and distributed, but with global repositories and storage points as opportunities where anyone within the program can add, search and cross-check. Thus the theory of decentralized experimentation with centralized learning also applies to the way we do knowledge sharing. CPWF also strives to follow the Triple A approach to knowledge sharing: information is available, accessible, applicable. The main areas of knowledge management in the program are:

Information & Data Management Communication

Monitoring & Evaluation Knowledge Management

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1. Collecting and sharing information that is produced by different actors (use of repositories for documents, videos, pictures, presentations, etc.) 2. Supporting the use of tools to improve communication across the program (e-letter, yammers, social media) 3. Supporting monitoring and evaluation processes as a way for internal communication and learning (outcome logic models, reflection workshops, reporting, etc.) A Program/Project communications timeline could give us an idea how different communications needs are required at different stages of the program. As the communication timeline partner engagement will start from the early stage of the program. After engage the partners step by step will communicate about the project, document processes, outputs, learning etc, and at the end communicate the science.

The following table outlines the logic of the Ganges Basin Information and Communication strategy linking audiences, key messages, expected changes and the specific communication and information tools used. This provides an understanding of the fundamental logic that links the tools used in the strategy to specific changes of specific target groups.

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Audiences, Messages, Interventions and Expected Changes for GBDC

Target & Specific audiences of Ganges BDC
CPWF Ganges BDC (IRRI, WFC, BFRI, CIBA, BRRI, BRAC, CSISA, USAID, WB/STRASA (Partner NGOs & ORGs)

Our Messages
CPWF Ganges is a movement of shared interests. We are all a part of a sustainable community and everyone has a role to play in advancing our messages. This is the way we work.

Expected Changes
Collaboration on developing and sharing new technologies for increased food production, improved income generation and improved diet for Ganges basin people, as well as modeling new technologies as lessons learned in other basins. Policy support for collaborative institutional arrangements that cross sectors and national boundaries that support effective and equitable natural resources management. Structural policy formulation for promoting resilience and combating the Basin Development Challenge induced.

Interventions
Actively engage, support and promote: Publications (books, scientific articles) E-Letters Thematic Working Groups Joint planning Providing policy makers, their advisors, influencers, with: Policy briefs containing outputs of G1-G5 Stories from the Field Opportunities for personalized field visits Press releases/interviews Phase 1 and 2 project summaries Briefing notes Source books Outcome stories Most Significant Change stories Policy success stories A wide range of communication products including: Press releases/interviews Publications (books, scientific articles) Video Flyers/promotional materials/corporate branding

Government, particularly influential policy makers (MOA, MOFL, DOF, LGED, DLF, parliamentary standing committee, MOEF, FD, DOE, MOYS, MOWR, BWDB, WARPO, Prime Ministers Office.

There are enough natural resources from river basins to meet the demands of global populations in the 21st Century if they are managed differently. Major improvements in productivity can contribute to strengthening local livelihoods and poverty reduction while still providing a wide range of industrial, environmental, energy and other benefits.

Government, development partners/bank, NGOs, private sectors investors (IRRI, WorldFish, BFRI, CIBA, BRRI,BRAC, CSISA, USAID, WB, STRASA)

We have a range of tools, approaches and technical solutions to advance these ideas. We can demonstrate that these work and can be replicated. In addition, we have the expertise and a wide network of partners in which you can invest.

Stakeholders receive and use the research outputs and new technologies on a wide scale.

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Partner organizations (Farmers, Fishers, womens associations, CBOs, KI, Local leaders, local private seed producer) , NGOs, religious leaders (Imam, priests of other religious groups), extension workers (GO, NGO)

We can link you to development investors. We can prove this is what works.

Media (Local media, news agency, national media, journalists at local and national level, internet service providers, cable TV networks)

There are exciting changes taking place in the Ganges Basin that are affecting the lives of millions: there is a story to be told!

Brochures Events Slides/presentations Website/Twitter/Facebook/bl ogs/LinkedIn Photos Implementing organizations will use research A diversity of practical field-level outputs, new technologies, capacity building strategies including: and empowerment interventions. Technologic specific training and demonstrations Publications (books, scientific All farmers will increase productivity and articles) profitability. Single crop producers will become Video double/ triple crop producers. Repositories/data management/information Agriculture companies increase sales and management/document repositories revenue. Flyers/promotional materials/corporate Improved nutrition, education and health care. branding/presentations Brochures Press releases/interviews Awareness-raising events Success/outcome story repeated in various Media opportunities will include: multi-media format creating reinforcement Opportunities for personalized field visits for new behavior adoption Stories from the field News Press releases Press clippings Promotional materials Fact sheets

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Researchers/ Academics (Universities, BFRI, BFRF, NGOs, research for development programs dealing with cropping systems

Look at the way we do things. If you like it, come and join the network. This can be a mutually beneficial/symbiotic relationship.

Active participation in and be recognized for the development of new and exciting technologies that contribute to the economic and social development of the Ganges Basin.

Greater participation leveraged through: Directors Blog Blogs by researchers Key message posters Blogs by young professionals that inspire action Next steps/network opportunities: mentor and contact lists, fellowships, internships, fieldwork

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Key Information and Communication Components

The interventions that support the GBDC communication and information strategy can be grouped into four key components that provide a pragmatic framework for implementing the strategy. Each component is made up of a number of activities, consolidated in the work plan summary. Electronic information and communication platforms Develop and maintain Ganges Basin Website Develop and maintain Ganges Basin Wiki Produce Quarterly newsletters Using YouTube, Face book, Yammer, CG space etc to disseminate information Scientific and popular documentation and publications Produce key radio and video productions documenting GBDC activities Produce range of written products documenting GBDC activities Produce scientific articles and publications on research outputs Mass awareness tools Implement national level open workshops on GBDC progress Implement national level science workshops and seminars on science outputs Coordinate meetings between GBDC science partners and donors/government Place radio and audio-visual productions with national and local radio/TV stations Support joint field visits for G1-G5 partners Support field visits for government, donor and key stakeholders Establish field-level signing at activity locations Support community-level cross visits Support and coordinate local level workshops and seminars to share results/progress Capacity building, particularly for female farmers and providers of knowledge, to ensure the application of new knowledge, technologies and understanding of complex systems, and where there are gender inequities that need to be overcome, or opportunities that need to be grasped, in order to reach the productivity potential of aquatic agricultural systems. Contract consultants for designing and implementing gender training Implement gender training for key G1-G5 staff and partners

Monitoring and Evaluation Plan

Ganges Performance, progress, and objectives achieved as a result of the information and communication methods used will be assessed based on a monitoring and evaluation plan. The

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plan will include continuous monitoring of progress throughout the program, which may include midterm evaluation, based on both quantitative and qualitative methods and information.

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Detailed Communication and Information Work plan Table 2

CPWF Ganges Basin Development Challenge Program Communication Strategy Implementation Plan, March 2012
2012 Q1 No. Activity/Milestone A Develop Communication Strategy
A1
A2 A3 A4 A5 A6 A7 A8

2013 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2

2014 Q3 Q4

Q2

M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

Develop draft Communication strategy

Facilitate workshop to share the draft strategy with G1-G4 partners for input Share draft communication strategy with CPWF & WF management Share the draft final strategy with Ganges project people for their input Implement Ganges information & Communication Strategy Revise Ganges I&C strategy Update and finalize the strategy Implementation of Ganges I&C strategy

1. Establish Electronic Platforms

Develop Ganges BDC website
1.1 1.2 1.3 1.4 Preparatory works for developing Ganges BDC website Provide regular oversight to website development Launch Ganges BDC website Upload project progress, outcomes, success stories in the website

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CPWF Ganges Basin Development Challenge Program Communication Strategy Implementation Plan, March 2012
2012 Q1 No. Activity/Milestone
Establish Ganges Wiki
1.5 Develop and agree upon the content and layout of the Wiki Establish timing for and implement orientation training on Wiki and website to G1-G5 project staff and key partners Regularly update the Wiki and websites with project documents, progress reports, local events, news and case studies

2013 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2

2014 Q3 Q4

Q2

M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

1.6

1.7

Develop newsletter for Ganges BDC

1.8 Draft design and frequency of Ganges newsletter developed and agreed upon Produce and distribute electronically and hard copies of a [Quarterly] newsletter with updated GBDC information, progress, stories, basin developments and other basins updates

1.9

2.
2.1 2.2 2.2

Develop, document & published most significant change stories

Organize write shop for to develop the most significant change stories Peer review meeting by G1-G5 to develop/produce MSC stories and scientific articles (Quarterly) Produce MSC stories and scientific articles by the scientists (G1-G5) Develop and agree upon list and timing of key concepts for radio and video productions to document GBDC activities. Develop and agree upon list and timing of concepts for written products documenting GBDC activities Publish the MSC stories and scientific articles in journals and report to the media Organize National level workshop for sharing research

2.3 2.4 2.5 2.6

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CPWF Ganges Basin Development Challenge Program Communication Strategy Implementation Plan, March 2012
2012 Q1 No. Activity/Milestone
result with the key actors G1-G5 Projects identify, agree on and produce key scientific articles and delivery timelines to be produced during the life of the project

2013 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2

2014 Q3 Q4

Q2

M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

2.7

3. Awareness strategies and tools National Level

3.1 3.2 Set timing for, coordinate and support open workshops and seminars on project progress for NGOs, government and the private sector Set timing for, coordinate and support science workshops and seminars on project science outputs Coordinate GBDC progress/output meetings between G1-G4 partners with donors and key government offices Reach agreements with TV and Radio stations to place audio-visual media products in public space

3.3 3.4

Local level
3.5 Set schedule for and coordinate regular joint G1-G5 field visits Set schedule for and coordinate with CBDC partners for field visits with local level GOB officials, local influential stakeholders , partner NGOs and the private sector G1-G4 projects develop signboards and other written media at field implementation sites Set schedule for and coordinate with CBDC partners to implement study tours for community level participants Set schedule for and coordinate local level workshops for interested stakeholders to present CBDC findings and get inputs to research agendas

3.6 3.7

3.8

3.9

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CPWF Ganges Basin Development Challenge Program Communication Strategy Implementation Plan, March 2012
2012 Q1 No. Activity/Milestone 4. Capacity Building training (Gender, M&E, Communication, Adaptive management)
4.1 4.2 Develop SOW for consultant company for the design and provision of training and award contract Implement training program with G1-G5 partners and local level partners Draft monitoring and evaluation plan, processes and timing Review plan, revise and finalize with GBDC partners Regularly monitor all activities Coordinate, finalize and submit 6-month reports Develop TOR for Interim evaluation, award contract and oversee implementation of IE Present the IE report to key stakeholders Coordinate and finalize GBDC final report Organize seminar for sharing the lessons learned

2013 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2

2014 Q3 Q4

Q2

M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M M 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3 1 2 3

ME Develop Monitoring and Evaluation System

ME1 ME2 ME3 ME4 ME5 ME6 ME7 ME8

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