Awareness Raising on the Importance of Native Insect Pollinators for Apple Cultivation
Regional biodiversity and pollination services are influenced by the collective choices made by all farmers, local institutions, and other stakeholders in a community, especially regarding the use of chemical inputs. To foster broader awareness and behavioural change, the project rolled out an awareness campaign that extended beyond the project’s direct beneficiaries. It reached over 2,000 people across Shimla and Kullu, including the wider farming community, students and local decision-makers. The awareness workshops were conducted in 15 village-level meetings in the local Gram Panchayats (local governance bodies), sessions in 20 schools, colleges, and industrial training centres, and workshops with 49 local Self-Help Groups.
In a more targeted component, the project conducted in-depth workshops with six collaborating Farmer Producer Companies (FPCs) directly aimed at changing on farm practices. At these and other campaign events, participants shared specific problems, discussed challenges, and proposed alternatives to harmful pesticides and chemical fertilizers, drawing on their own experiences and local practices.
Modules on pollinator management and conservation were integrated into pollination management trainings of the project, which were anchored with UHF and the Department of Horticulture (DoH).
The project conducted a joint workshop with the UHF and the DoH, for enabling feedback from policy and research institutions. Engaging awareness materials in local language were created along with succinct slogans and a narrative that farmers can easily grasp. A targeted outreach campaign covering village gatherings, educational institutes, and local fairs ensured maximum outreach.
An important lesson was that behaviour change communication must account for cultural contexts. Additionally, narratives for awareness on harmful chemicals used must not target private business enterprises making them or even the farmers using them, but keep their focus on the negative impacts on human and environmental health.