Story | 13 7月, 2016

A collective voice: helping farmers become communicators

The expression “The squeaky wheel gets the grease” or the equivalent in Vietnamese “Con khóc mẹ mới cho bú” (the mother breast-feeds the baby only when it cries) reflect the belief that to get attention you have to raise your voice. Farmers in Vietnam often say they lack sufficient capital, technology, market information and support from government. But without effective communication, these messages often fail to reach those who can help solve the problem. 

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Photo: Trainees from Forest and Farm Producer Organizations (FFPO) discussed at the training © Center for Media in Educating Communi

Since its establishment in 2012, the Forest and Farm Facility (FFF), a partnership between FAO, the International Institute for Environment and Development (IIED), and IUCN, has strengthened forest and farm producer organizations (FFPOs) for business and policy engagement. Two shortcomings in FFPO communications have been identified: poor communications skills and weak organization. The inability to answer basic "who, what, where, why, when, and how" questions has reduced their ability to influence change.

To fill this capacity cap, the Vietnam Farmer's Union (VNFU) held a 4-day training workshop on communications skills in June in Hanoi for 24 farmers, including seven FFPO leaders, and local FFF facilitators from Yen Bai and for Bac Kan Provinces.  

The training was led by an experienced journalist from the Ho Chi Minh Law newspaper and Hoang Trong Thuy, former editor-in-chief of Countryside Today newspaper.

According to Thuy, the economic integration and free trade agreements of the ASEAN Economic Community and the Trans-Pacific Partnership will intensify competition between Vietnamese and foreign products. The only way for Vietnamese smallholders to remain competitive, said Thuy, is to become organized in strong unions and collectives, and at the same time build brand names for their products. This needs effective communications.

During the training, participants were guided to identify the purpose of their message, target different audiences, formulate a clear and attractive message, understand the pros and cons of different communication channels, and organize communications events.

Participants had the chance to practice what they learned through role playing. Each group was asked to use different communication channels to solve problems that often crop up such as conflicts between FFPO members due to poor financial management, difficulties in getting a permit for timber harvesting, or raising funds to build a road to the forest. A simulated press conference was held to expose participants to public-speaking.

The trainers shared their experiences overcoming poor quality facilities and distracted audiences.

“As a village head, I have organized many meetings in my village but sometimes I talk and no one listens. Now the teacher has explained why this happens and I will try to apply his experience in my case”, said Nguyen Tri Tue, head of a cinnamon cooperative group in Yen Bai.

“The involvement of farmers who are not only producers but also policy advocates and now communicators can create big changes!” emphasized Thuy.

Ms. Vu Le Y Voan - FFF Viet Nam National Facilitator presented at the training © Center for Media in Educating Community (MEC)       Photo: Ms. Vu Le Y Voan - FFF Viet Nam National Facilitator presented at the training © Center for Media in Educating Community (MEC

“All talk but no action, or all action but no talk, these are no longer effective. It is time to change,” concluded Vu Le Y Voan, VNFU FFF National at the workshop close.