Harnessing Media Campaigns to Combat Food Insecurity Through Improved Seedlings and NANS Technology in Etsako West Local Government Area, Nigeria

Abstract

This study examines the role of media campaigns in promoting agricultural innovations aimed at combating food insecurity in Etsako West Local Government Area, Nigeria. Food insecurity persists in the region due to low adoption of improved farming techniques, including the use of improved seedlings and the Nigerian Agricultural and Nutritional Surveillance (NANS) technology. Using a mixed-methods approach, data collected from local farmers revealed that 33.9% first heard about these innovations through social media, followed by extension workers (25.7%) and television (13.8%). The findings indicate that media campaigns significantly raise awareness and influence farmers’ attitudes, yet challenges such as limited access to inputs and inadequate extension worker training hinder widespread adoption. Focus group discussions further highlighted the popularity of WhatsApp and Facebook as key platforms for information dissemination and peer learning. The study emphasizes the need for more localized content in native languages, better training for extension agents, and enhanced government support to bridge the gap between awareness and practice. Recommendations include expanding media outreach via accessible channels and ensuring consistent follow-up to improve the uptake of agricultural innovations. This research contributes valuable insights toward harnessing media-driven agricultural extension to improve food security and sustainable farming in rural Nigerian communities.