81310068 - TV-Campaign "Cultivating Sustainable Futures in Kenya"

The module contributes to the ecologically, economically, and socially sustainable transformation of Kenya's agricultural and food sector. Its strategy focuses on sub-sectors and interventions with high potential for creating sustainable income and employment opportunities for young people and increasing the food system's resilience. The project utilizes products and services from digital companies to improve the efficiency and reach of its funding approaches and supported companies. Kenya, known as the Silicon Savannah of East Africa, has a dynamic and creative digital technology sector with many digital start-ups led by young people. Module objective: Sustainable income and employment opportunities for young people, especially women, in the agricultural and food sector in western Kenya are strengthened.

The Contractor contributes to achieving the objectives and indicators listed below. Module objective indicator 5 The assessment of income and employment opportunities in the agricultural and food sector for young people, especially young women, has improved among the population in western Kenya. Base value: 1 point (average of the assessment of the baseline survey); target value: 3 points of the assessment (12/2025). Output 4: Young people in Western Kenya are engaged through media, digital and physical learning formats that promote the attractiveness of the agri-food sector as an inclusive, modern and lucrative source of income and employment.

Output indicators:

4.1 5 gender-sensitive, media-based, digital or physical learning formats to present the income and employment potential of the agricultural and food sector for young people (one of which focused on land access, climate change adaptation and gender transformation) were implemented. Baseline value: 2 learning formats (as part of the predecessor project) Target value: 5 learning formats; (12/2025)

4.2 40,000 people in western Kenya were reached through media, digital or physical learning formats to promote the agricultural and food sector. Base value: 25,000 people (under the previous plan) Target value: 40,000 people (12/2025)

The contractor is responsible for providing the following work package:

Work package 1: (part of Output 4) Agri-Jobs 4 Youth, ProSoil and ProSilience jointly want to further leverage the power of TV to provide (young) farmers in Western Kenya and beyond with practical knowledge and innovative techniques to improve their farming systems, make them more business oriented and help shape their farms in a resilient way. Agri-Jobs 4 Youth has already made significant efforts to engage young people offline and online and change how they think about themselves & their potential in the agri-food sector and the way they practice agriculture through media such as podcasts, comic books and social media campaigns. This has historically supported by the ProSoil Team on specific topics. For this assignment, the partnership shall be extended and further aligned more strategically. The TV campaign Cultivating Sustainable Futures in Kenya shall support the audience in adapting to changing weather patterns, commercializing their farming businesses, and rethinking gender stereotypes. Since Television is a highly trusted source of agricultural information for audiences in Kenya and has a large potential for outreach.

- Television is an effective medium for reaching a large audience, especially in rural areas where access to the Internet or other forms of media may be limited. Here's why it's a suitable format for a drama series.

- Mass Reach: TV has the potential to reach millions of viewers across diverse demographics, making it an ideal platform for raising awareness about opportunities Visual Representation: Television allows for visual representation of agricultural practices, landscapes, and lifestyles, providing audiences with a vivid portrayal of the sector's opportunities and realities.

- in the agri-food sector among large audiences in Kenya.

- Educational Value: Beyond entertainment, TV can serve as educational tool, imparting valuable knowledge and information about agricultural techniques, entrepreneurship, and gender equality in an engaging and accessible manner.

- Continued Engagement: A serialised format enables ongoing engagement with the storyline and characters, encouraging viewers to follow their journey over multiple episodes and seasons, thereby deepening their connection to the subject matter.

- Emotional Engagement: TV dramas can evoke empathy and emotional resonance through compelling storytelling and character-driven narratives, fostering greater understanding of the challenges and triumphs experienced by young farmers.

Objectives & Key Messages The core themes and key messages shall be delivered to the target audience (TV Viewers) in two ways: technical features and drama-based features of 5-8 minutes duration each. The technical features are ideally filmed on a farm with technical experts conducting a practical demonstration related to the theme and key messages of the specific feature. The drama-based concept shall take the audience on a journey over a period of time, following a set of fixed characters experiencing and overcoming the challenges of entrepreneurial agriculture and starting up a business.