1. DISSEMINATION OF WEATHER / CLIMATE INFORMATION AND PRODUCTS TO INCREASE FOOD PRODUCTION Sue Walker Prof of Agrometeorology Dept. Soil, Crop & Climate Sciences University of the Free State South Africa

2. WEATHER AFFECTS ALL LIFE ON EARTH Agricultural production is the most weather dependent of human activities. Crop production is not simple but complex dynamic response to interactions in soil- crop-atmosphere system including physiology and phenology, including state of environment prior to season.

3. WHY A SEASONAL FORECAST? benefits are possible use forecast in decision making make management response that can change the anticipated impact forecast acquires value need shift from passive acceptance to active response so what ACTION can you take !

4. WHEN? with sufficient time with sufficient time to act / react to act / react to disseminate information to disseminate information to formulate alternative plan to formulate alternative plan to make decisions to make decisions convenient time for client

5. WHERE? regular/routine column/slot regular/routine column/slot news flash / headline news flash / headline frequent repeats or updates frequent repeats or updates

6. HOW? radio, TV radio, TV telephone, fax, text message telephone, fax, text message print media print media daily / weekly daily / weekly specialized periodicals specialized periodicals personal contact with individuals or groups with individuals or groups via leaders - community, religious, sport, family via leaders - community, religious, sport, family role-plays role-plays advertising advertising T-shirts T-shirts soap powder box soap powder box farmer to farmer farmer to farmer

7. WHAT? prognostic – what is likely to happen? diagnostic – what has happen in recent past? what is happening now? message must be able to change probable impact by being applied must address relevant information and promote feasible action culturally specific persuasive message culturally specific persuasive message highlight threat highlight threat respond to a cue respond to a cue develop a meaningful goal develop a meaningful goal within the cultural environment within the cultural environment develop a persuasive message that can lead to specific action develop a persuasive message that can lead to specific action

8. GUIDELINE TO IMPROVE DISSEMATION Map out path of message Map out path of message from climate experts to community from climate experts to community locate gaps, weak links locate gaps, weak links Identify users Identify users make audience profiles make audience profiles characterize subgroups characterize subgroups id their specific goals id their specific goals look for under-represented groups under-served groups new users/missed groups

9. GUIDELINE TO IMPROVE DISSEMATION Characterize level of prior knowledge and beliefs ID key/sensitive decision points what is technically possible what is technically possible what is socio-economically feasible what is socio-economically feasible Package information to target these points Provide range of options where decisions actually result in tangible output

10. CONCLUSIONS know you clients needs know what is available know most critical weather affected decisions know information needed for decision making work out credible scenarios present options and consequences

11. CONCLUSIONS So let us help public / users / layman make transition from passive acceptance of weather by enabling and equipping them to make an active response to optimize opportunities