Building Bridges: The Academy’s Multidimensional, Multistakeholder Approach

The purpose of the Academy was to support participants in developing the skills and experience necessary for leadership in navigating complex systems and fostering agroecological transformation.
A suitable concept to fulfill this purpose was developed over a span of three months (July – September 2023): 

Consequently, the purpose was distilled into three key objectives: Learning, Acting, and Networking. These objectives were reflected in the design of each session and supported at three levels:  individuals, country teams, and the global cohort.
The methodology of the Agroecology Leadership Academy was based on 7 principles:

  • A close connection between the topic of Agroecology (the “What”) and Transformation and Leadership (the “How”)
  • A clear focus on transformation skills and mindset
  • Transformation initiatives as core learning projects
  • In-Country facilitators to support the country teams
  • Linking Learning, Acting and Networking
  • Systemic, experiential and relational learning
  • The strong role of communication

The general structure of the Academy was organised into four phases: Sowing, Growing, Harvesting and Transforming. Various learning formats were implemented throughout these phases, including an online kick-off event, two international in-presence learning events, four international online sessions, and individual workshops for the different country teams. These formats concentrated on the aforementioned levels. While the meetings within the country teams emphasised teamwork at the national level, the international sessions facilitated mutual learning among the global cohort. 

After the concept development phase, the participant selection process commenced. The goal was to assemble a heterogenous group representing diverse stakeholder groups, skills, ages and genders. 
A call for applications was sent out to a pre-defined group of potential participants from agroecology-networks in the respective countries. Following the evaluation of initial applications based on predefined selection criteria, individual selection conversations were conducted to finalise the group composition, with five participants chosen from each country. 
In selecting participants, not only individual criteria were considered, but also the need for complementary skills within the group composition.  Each participant was expected to contribute something from their personal background that would benefit the group as a whole.
This selection process ensured that different levels of the agricultural and food system were represented - participants included, among others, farmers, founders of agricultural enterprises, university professors, and representatives of ministries of agriculture - as well as ensuring a balanced gender ratio within the group.

  • Utilising a core model developed during the concept development phase, which was introduced at the beginning of the programme and referenced throughout The core model for Agroecology Leadership was designed in a circular format with multiple rings. The centre of the model, Agroecological Transformation, was to be achieved by interweaving elements of the inner circle – leadership elements at various levels – with the outer circle – agroecological principles.
  • Implementing a communication action plan to ensure that all participants understood the planned communication tools and materials, alongside establishing frequent communication to share information and include modules on effective communication.
  • Involving country focal persons in the development and implementation of the Academy to provide context specific support for both the facilitation team and participants. 
  • Adapting the Academy’s curriculum based on participants’ needs to ensure those needs were adequately met. Regular feedback from participants was solicited for this purpose. 
  • The overall structure and duration of the Academy appeared appropriate. The 11-month duration, combined with a mix of live and online events and transformation initiatives, was beneficial for learning.
  • The participant selection process was effective, as invitations sent through agroecology networks attracted two to three times as many applicants as available spots. The application process utilised simple and streamlined forms, and requesting application videos proved helpful in assessing participants.
  • Country teams, with diverse representation from various sectors (public sector, start-ups, academia) were highly active and successful. It is essential to emphasise the critical need for farmer representation and participation in forums like this.
  • The facilitation team demonstrated adaptability in creating a programme that addressed participants’ learning needs.  Rather than establishing a fixed curriculum at the outset, topics were developed based on participant feedback, which proved to be effective.
  • Initially intended to focus solely on creating materials such as videos and factsheets, communication activities became integral to all aspects—from the application process and session preparation to facilitation, documentation, and participant management. Therefore, it is recommended to incorporate the strong role of communication consistently into future Academies from the onset.
Participants and facilitators of the Agroecology Leadership Academy on the last day of the second international learning event in Hawassa/Ethiopia
West and Central Africa
North Africa
East and South Africa
Global Programme
Soil Protection and Rehabilitation for Food Security
Building Bridges: The Academy’s Multidimensional, Multistakeholder Approach
International Learning Events and Online Sessions
Country-specific transformation initiatives
Evaluating and Disseminating Outcomes for Continuous Improvement and Sustainability
Participants and facilitators of the Agroecology Leadership Academy on the last day of the second international learning event in Hawassa/Ethiopia
West and Central Africa
North Africa
East and South Africa
Global Programme
Soil Protection and Rehabilitation for Food Security
Building Bridges: The Academy’s Multidimensional, Multistakeholder Approach
International Learning Events and Online Sessions
Country-specific transformation initiatives
Evaluating and Disseminating Outcomes for Continuous Improvement and Sustainability
The graphically designed landscape highlights the important steps of the approach: Initial evaluation and community entry to identify fisheries management systems; election of committees in new or existing community management organisations; support for demands-oriented capacity development; operational planning and implementation of fisheries management system; fostering cooperation between community and authorities for joint resource management
East and South Africa
Southeast Asia
Global Programme
Sustainable Fisheries and Aquaculture
Initial evaluation and community entry
Developing existing or new committees
Support for enhancing capacity
Operational planning and implementation
Cooperation of community and authorities
The graphically designed landscape highlights the important steps of the approach: Initial evaluation and community entry to identify fisheries management systems; election of committees in new or existing community management organisations; support for demands-oriented capacity development; operational planning and implementation of fisheries management system; fostering cooperation between community and authorities for joint resource management
East and South Africa
Southeast Asia
Global Programme
Sustainable Fisheries and Aquaculture
Initial evaluation and community entry
Developing existing or new committees
Support for enhancing capacity
Operational planning and implementation
Cooperation of community and authorities
Five women harvesting fish with a net in the shallow part fo a pond.
Global Programme
Sustainable Fisheries and Aquaculture
Analysis of gender roles and capacities in the value chain
Capacity building
Awareness raising
Management roles for women
Platforms for women in the fish value chain
Five women harvesting fish with a net in the shallow part fo a pond.
Global Programme
Sustainable Fisheries and Aquaculture
Analysis of gender roles and capacities in the value chain
Capacity building
Awareness raising
Management roles for women
Platforms for women in the fish value chain
Incorporating storytelling and visuals

Incorporating storytelling and visuals is essential for effective communication and engagement with the target audience. Combining storytelling and visuals in a media campaign on sustainable fisheries and aquaculture can help increase awareness, educate stakeholders, and inspire action towards sustainable practices. For instance, a visual representation of depletion of fish in a dam can help building a connection between the audience and the cause, fostering a sense of understanding for the importance of preserving aquatic resources and promoting responsible practices in the industry.

By presenting information in a compelling and relatable way, it can evoke emotions, capture attention, and make complex concepts easier to understand. Visuals, such as images, videos, and infographics, enhance the storytelling experience by providing a visual representation of the information being conveyed in a specific context. Visuals can help to reinforce key messages, increase retention of information, and appeal to different learning styles. 

Overall, clear objectives and target audience identification, strategic planning and message development, effective use of various media channels, consistent messaging and branding, monitoring and evaluation of campaign performance, and adaptability to feedback and changing circumstances are important for communication purposes. Additionally, collaboration with stakeholders, understanding of audience preferences and behaviours, and creativity in content creation are essential for the success of media campaigns.
 

Collaborating with key stakeholders

Collaborating with key stakeholders such as fishers, fish farmers, government agencies, project implementing partners, and local communities can enhance the credibility and outreach of the campaign. Involving these stakeholders in the planning and implementation process of a media campaign on fisheries and aquaculture is crucial for gathering support and ensuring the sustainability of the initiatives by spreading them more widely beyond the project duration. This can be done by identifying the necessary stakeholders for a media campaign on fisheries and aquaculture and requesting input on concepts, Terms of Reference, or script content for the campaign. This can help ensure that the messaging is accurate, relevant, and resonates with the target audience. Establishing feedback loops during the campaign development process allows for continuous input and adjustments based on stakeholder feedback, leading to a more refined and successful campaign. Involving stakeholders in the planning and implementation of the media campaign not only ensures quality control of the campaign material but can also increase buy-in and support for the initiative. This collaborative approach fosters a sense of ownership among stakeholders, enhances the credibility of the campaign, and ultimately contributes to the long-term sustainability and success of the fisheries and aquaculture initiatives being promoted. Furthermore, working with key stakeholders can help identify potential challenges or opportunities that may not have been apparent initially, leading to more informed decision-making and strategic planning. Engaging stakeholders also leverage their networks and resources to amplify the reach and impact of the media campaigns. 
 

Tailoring communication channels to the target audience: utilizing traditional and digital media

The various communication and media channels that exist are used differently by different audiences. To effectively reach and engage with a wider audience, traditional media channels, such as television, radio, and print, have a broad outreach and can help in attracting a more diverse demographic. On the other hand, digital media channels, including social media, websites, and online platforms, offer the advantage of interactivity, real-time communication, and targeted messaging. 

However, most remote or rural audiences with limited internet connectivity or no access to smart gadgets may not be reached effectively. Both traditional and digital media channels were evaluated to explore their strengths and weaknesses. Traditional media channels can help in building brand awareness and reaching a mass audience, while digital media channels can provide more personalized and targeted communication to audiences that have access to digital gadgets and internet connection. Content created to raise awareness about fish such as the communication product “24 reasons to love fish” can be uploaded on social media for real time accessibility. Both traditional and digital media channels were utilized in the media campaigns of the Global Programme Sustainable Fisheries and Aquaculture. 

The “7 Outna” (Our Fish) campaign aimed to promote the small-scale fisheries sector and the consumption of small pelagic fish in Mauritania by addressing various aspects such as nutrition, accessibility, affordability, and positive societal impacts. Both the “7 Outna” campaign and the “Let Me Tell You” series made use of TV, radio and print media to reach a wide audience.