Kumekucha Evaluation Report 21 Dec 2018

Africa Lead II engaged Media for Development International (MFDI) to design and implement Kumekucha, a multi-media campaign broadcasting educational content on agriculture. Kumekucha’s goal was to improve Tanzanian women and youth’s knowledge, perception, and practices in modern farming, agricultural leadership, and agribusiness along the agricultural value chain.

Africa Lead commissioned this evaluation to measure Kumekucha’s impact on women and youth’s knowledge, perception, and practices in modern farming, agricultural leadership, and agribusiness along the agricultural value chain.

The evaluation targets women and youth living in rural and urban households in the Southern Agricultural Corridor of Tanzania (SAGCOT). Quantitative surveys and qualitative focus-group discussions (FGDs) were conducted at the baseline and end-line of the program. The baseline evaluation was conducted in June-July 2016; the end-line, in April – May 2018.

This report presents the evaluation’s findings and resulting conclusions and recommendations for future campaigns.

Overall, the findings indicate that the Kumekucha campaign had a positive impact on youth and women’s knowledge and practices around agriculture as a source of income, technology in agriculture, leveraging collaboration and linkages in farming, and sources of income. In almost all spheres, this impact on knowledge translated to an impact on attitudes and practices. Women and youth showed increased knowledge of the benefits of involving women in decision-making, however changes in practice with regards to the engagement of women in financial and farming decision-making lagged far behind.