Livestock Advocacy and Communications Convening

Addis Ababa

10-12 November 2015

See pictures at:
Read a web story about the convening


1) Gain better understanding of the current state of work advocating and communicating livestock as key instruments in alleviating poverty and hunger, malnutrition and associated human illnesses, and climate change and other forms of environmental harm

2) Identify gaps, reasons for gaps, and best practices in livestock advocacy and communications at global and specific country levels

3) Explore and prioritize communications and advocacy strategies and tactics to advance the role of livestock in sustainable development of the poor, both globally and in a few selected countries

Agenda Narrative

Day 1: Mapping advocacy in support of livestock

The first day will seek to map and answer questions around ‘why we are (or are not) advocating’ for livestock, what we are advocating’ and ‘how we are advocating.’ By the end of the day all participants should have a good overview of the different experiences of people in the room, and, as a group, we expect to have identified the main pathways used, and what seems to work, or not work. Initial sessions expected include.

  • WHY ADVOCATE. Developing a shared understanding of the livestock and development agenda, major issues and questions and driving forces that explain peoples’ perceptions and actions on livestock.
    • Livestock and the global development agenda
      • The livestock sector: an overview
        • Trends—production, consumption, investments to the sector, etc.
      • Livestock role in agricultural development
        • Livestock’s contribution to sustainable food and nutritional security, economic well-being and healthy lives
      • Perceptions of livestock
  • WHAT TO ADVOCATE AND HOW. Exchanging experiences and insights and approaches/cases.
    • The state of advocacy in support of a safer and healthier smallholder livestock sector that is more profitable, equitable and sustainable
      • Overview of advocacy including a review of real world examples
      • What is currently being done in pro-poor livestock advocacy, at what scale – globally, regionally, country specific – and by which organizations.
    • Case studies and other real-life examples of advocacy in action from livestock-for development work and others will be used to recognize lessons learned and best practices at global, regional, and country levels.
    • Initial syntheses of practices and experiences and approaches that work; what has not worked. Organize these into building blocks as a focus for deeper discussion on day 2.

Day 2: Converting advocacy gaps and needs into opportunities and actions
The second day will dive deeper, identifying opportunities, gaps and needs emerging from the first day.
  • Drawing on the building blocks from day 1, delve deeper into the different advocacy strands and lessons to identify and discuss specific good practices at global, regional, and country levels.
  • Facilitated group and interactive work
  • For each building block, develop outline sets of activities suited to the livestock and development sector.
  • Synthesizing these insights and lessons into an initial overall plan to strengthen capacities in the sector.

Day 3: Agreeing next steps (half a day only)

Agenda Sketched


Session 1: Welcome, Objectives
Session 2: Introductions, icebreaker, expectations
Participatory session
Session 3: FRAMING THE ADVOCACY AGENDA – livestock in global agriculture and development
Zoom in on the particular characteristics of the livestock sector in development
WHY ADVOCATE - Developing a shared understanding of the livestock and development agenda, major issues and questions and driving forces that explain peoples’ perceptions and decisions on livestock and ways these inter-relate with advocacy.
Most likely a couple of short presentations plus interaction and engagement with participants. Precise format to be defined.
Would be good here to perhaps go deeper into some specific policy contexts/situations (India and Tanzania) to tease out specific case challenges and opportunities and insights.
Vamsi & partner – India
Amos & partner - Tanzania

Session 4: WHAT TO ADVOCATE AND HOW – Experiences and cases.
Using an agreed framework and participatory approach (bus stops?) question and answer and document approaches people use in livestock-related advocacy (in relation to the challenges of the morning).
Probably 5 to 6 ‘cases’ selected from across advocacy approaches and regions/scales. Groups and discussion and documentation.

Session 5: WHAT TO ADVOCATE AND HOW – Insights and lessons.
First synthesis of lessons and insights from session 4
Mapping, sense-making, gap analysis … Plenary interaction
Generate clusters or ‘building blocks’ for effective livestock advocacy
Session 6: Review of day 1 and plans day 2


Recap day 1

Session 7: EFFECTIVE LIVESTOCK ADVOCACY – Livestock advocacy building blocks.
For each building block, develop outline sets of activities suited to the livestock and development sector.
Quick plenary feedback on session 5 results and process to build these out
Then group work: delve deeper into the different advocacy strands and lessons to identify and discuss specific good practices at global, regional, and country levels.

Session 7: EFFECTIVE LIVESTOCK ADVOCACY – Livestock advocacy building blocks.

Some sort of short lively enthralling contribution from the room
Session 8: EFFECTIVE LIVESTOCK ADVOCACY – Livestock advocacy building blocks.
Show and tell building blocks

Session 9: EFFECTIVE LIVESTOCK ADVOCACY – Moving to outcomes
Synthesis, initial set of outcome and intervention areas
What would ‘success’ look like for livestock advocacy
Session 10: Review of day 2 and plans day 3


Recap day 2

What advocacy can do for the sector, and how best

How do we follow up this event

Afternoon free for side meetings, visits, etc.

Background information

A) The Milano meeting

Findings from the livestock workshop in Milano mapping three global livestock initiatives:
Read more about these findings

Made up
Global Public Institutions having a high stake in the sector : OIE, FAO, IFAD, WB, ILRI ; supported by donors (till now: WB, BMGF, France)

Mission Statement
The LGA seeks to
  1. Identify and analyse strategic issues - such as health, food and nutrition security, environment and equity - in order to inform and influence the sustainable development of the livestock sector worldwide
  2. Advocate for the increased presence of livestock on the global agenda by articulating its contributions to global development issues.

1- Developing common clear and balanced advocacy documents on the sector
2- Facilitating the implementation at larger scale and faster pace of livestock related standards, guidelines, and best practices

B) A short advocacy video

See this video about 'Intensive silopastoral systems' from World Animal Protection.


The event will bring together about 30 representatives from select NGOs, the private sector, public institutions, donor agencies and other relevant stakeholders in pro-poor livestock development. A combination of implementers and communicators from key agencies working in Africa and Asia. These will include organizations that are livestock -based, those that have a large development mandate but also include a component of livestock and others with strong advocacy programs but little or no focus on the livestock. We expect that presenters would be drawn from the group; thus the selection of participants able to tell and draw lessons from their advocacy experiences is essential.


Accommodation: ILRI Ethiopia campus in Addis Ababa

Venue: Info centre meeting room, ILRI Ethiopia campus in Addis Ababa

Convenor: Shirley Tarawali, ILRI Kenya. Primary contact: Ms. Nadine Sanginga

Admin and logistics support: Abeba Asmelash, ILRI, Ethiopia


Day 1: 10 November 2015

Session 1

Welcome by Siboniso Moyo
International Livestock Research Institute (ILRI)

Key highlights
  • Livestock exist within systems and are important for livelihoods of many people
  • Workshop will share learning and knowledge and experiences of the 30 organizations represented.
  • Livestock advocacy influenced by current issues such as WHO story on processed meat link to cancer but also more positively, research in Zambia on the benefits of expanded animal agriculture-which has been showed to contribute to food security.
  • Need to bring the balance into the conversation on the goods and bads of livestock and focusing on people and the consumers.


Livestock advocacy and communication: Tanzania Scene
Henry Njakoi- Heifer Tanzania

See the presentation

  • Livestock central to the economy- third largest herd in Africa. Provides income for 50% of households but is largely an underutilized sector.
  • But mostly based on traditional practices and indigenous breeds.
  • Key provider of income

  • Discussion on policy and investment are based on context of helping households improve their incomes and their livestock production to contribute to the economy.
  • Renewed interest by public investors and donors including Tanzania Livestock Modernization Initiative by the government, BMGF funded projects. Maziwa zaidi projects, IFAD etc.

  • Working with majority rural people
  • Weak private sector and weak producer organizations and farmer organizations generally in both dairy and pastoral systems.

What are the issues/debates in policy
  • Land conflict between pastoralists and crop farmers
  • Rangeland conservations and managements- calls for establishement of village rangeland reserves
  • How to improve existing herds and flocks- through sustainable investment in dairy and poultry.
  • Traceability and improving quality of beef.

In civil society issues are inclusivity, gender, climate change, reforming extension, overtaxing of livestock sector and conflicting policies.

What is being done?
  • Informing and engaging to influence livestock development

Unresolved issues
  • Feeds productivity, genetics etc.
  • Why existing technologies not being used?
  • The role of health issues…one health etc.

Livestock advocacy and communication in India
V Padmakumar, ILRI

See the presentation

  • Demand for livestock products growing- growing economies, communication and transport links, and change in diet and incomes.
  • Realization that livestock reduces rural poverty.

Policy opportunities
  • National livestock policy 2013 focused on raising productivity sustainably, preserving biodiversity and ensuring famer livelihoods are protected.
  • Media- DD Kisan 24-hour TV channel for farmers
  • Make in India drive in all sectors

  • Low per capita availability of milk
  • Low animal productivity
  • Poor hygiene in value chain and link to diseases
  • High number of poor people
  • Lack of breeding strategy

Policy level discussions
  • Emphasis on indigenous breeds
  • Livestock for adapting to climate change
  • Control of zoonotic and food borne diseases
  • Controlling trans-boundary diseases like FMD, PPR swine fever etc
  • Vaccines that are long acting and heat resistant
  • Use of antibiotics and antibiotic resistance
  • Civil society and public discussions focus on
  • Increasing investment
  • Milk-centric livestock policies
  • Recognition of informal sector
  • Nutritional security
  • Beef ban in some states- political and cultural reasons
  • Poor access to vet services
  • Hygiene and quality of animal products
  • Separating livestock and crops- use of pesticides

Opportunities for advocacy
  • Advocacy networks in civil society
  • Press and workshops/seminars
  • IPs
  • Media

What can be done?
  • Co-creation of agenda
  • Generating evidence inclusively with partners
  • Continuous engagement
  • Working with identified key players to facilitate change.
  • But need to address bureaucracy and changes in bureaucrats

Ethiopia presentation
Workeneh Ayalew, ATA/ILRI

See the presentation

  • Increasing population, urbanization and expansion of urban areas.
  • Economic expansion- opening up more markets?
  • Revived commercialization of livestock sector
  • Decline of natural pastures
  • Interest to embrace the role of private sector
  • Poverty malnutrition and unemployment
  • Export demand for livestock

Policy opportunities
  • Growth and transformation plan
  • Livestock master plan
  • Efforts to address poverty and malnutrition
  • Policy to reduce GHG emissions (low productivity vs reducing numbers of livestock and keeping same production level)

On going debates
  • How to commercialize smallholder livestock farming
  • Greening livestock value chains
  • Engagement of the private sector
  • Proposed national school food feeding scheme

Individual and civil society issues
  • Rising prices of livestock products
  • Environmental sustainability and inclusive growth
  • Zoonoses and public safety

Who is involved
  • Professional associations
  • Civil society
  • Major livestock R&D projects
  • Public

What’s being done?
  • Fragmented and lacks a coherent plan for advocacy for livestock.

Global context
Shirley Tarawali, ILRI

See the presentation

  • In terms of value- livestock/animal products have 715b USD and are top 5 out of 6
  • Global drivers include
  • Population growth in Asia and Africa
  • GDP growth- Africa and Asia
  • Urbanization in the South
  • All above influence for livestock products with gains in meat consumption in developing countries outpacing those of developed countries.
  • As a result, cost of importing animal source food is going up- in Africa…about 1/5 for animal products in Africa.
  • Demand for beef, pork, poultry and milk is growing in particular.

Who/how will meat this demand?
  • Could be by importing

Key policy issues
  • Are sustainable development goals
  • Livestock good and bads
  • Equitable livelihoods
  • Nutrition
  • Food safety and health
  • Livestock and environment

  • Global Agenda for Sustainable Livestock: More than 2000 members
  • Livestock Global Alliance for Climate Smart Agriculture
  • Global Research Alliance

  • Communicating the diversity and complexity of livestock systems
  • Balancing messages- good and bads and evidenced based.
  • How to foster a positive transition of the livestock sector.

Buzz: Result from presentations
More emphasis on crop agriculture vs livestock (including in trade)
Issues of livestock contribution in communities to be communicated and advocated further.
Policy disconnect in Tanzania- focusing on land policies and not enhancing the livestock sector may make pastoralists lose out.
Lack of funding to the livestock sector
Proportion of extension services for livestock is inadequate or unknown. Needs enhancing
Weak pastoral institutions make advocacy for pastoral work difficult.

Buzz: Drivers and potholes
  • Need to frame the advocacy properly before communicating.
  • Start from the issues and not directly with livestock- e.g. begin with nutrition when advocating for livestock
  • Who has the message? And for who?
  • The livestock sector stakeholder’s not effective communicators and targeting ‘wrong’ audiences? Are we communicating with peers only for recognition?
    • Struggling with getting the messages to the right people
    • How many of our messages are going to wikis- our policy briefs etc.
    • Communicate where it matter and not where it will promote our careers.
    • Strengthen this to better reach the right people.
  • How are we reaching the producers to see the potential they have in the sector.Civil society are the main drivers but they work in silos and most are emotionally driven rather than scientifically. Need to also reach them not just with evidence but also with other appeals.
    • Showing communities the opportunities they have if they adapt and change and produce to meet exiting demands.
    • Don’t just look at the big level, target also the lower people…

  • Good information but who knows it?
  • Do we need middle people to ‘convert’ our evidence and provide a link between researchers and civil society
  • Livestock communities have difference priorities
  • Do we have key messages to focus on? Livestock is very broad which also affects it messages.
  • Have strategic key messages.

Session 4: WHAT TO ADVOCATE AND HOW – Experiences and cases.

Link to presentationBMGF Advocacy Wheel.jpg

Approach to built capacities of/across partners
  • Starts with the strategy and goal e.g. policy change, resource mobilization etc.
  • Evidence generation- can be gap analysis, budget analysis, modeling, public opinion, messages research, market research, media communications.
  • Policy analysis used in technical study, data translation, costing analysis etc.
  • Building coalitions and setting agenda
  • Policies adopted and resources mobilized and political leaders engaged.
  • Delivery and implementation supported
  • Accountability increased (follow through)

Wheel in action: Used to help improve outcomes for children’s nutrition for inclusion the SDG’s of UN.

Took existing research and policy analysis. Brought together the technical community of nutrition advocates, gathered them around a table, prioritize the most important things from the 50 important ones. Also participated in a nutrition advocates. Fortunately both groups ended up with same groups. Produced a number of position papers indicating the priority indicators. NB was all on one page. They wouldn’t even three pages. Community spoke with one voice.

Country example: Tanzania
President expressed support for agriculture. Worked with local partners to see what commitments the government had made. Organized a radio program gathering farmer opinion. Went back to president with the evident of what was not workings.

Comments and questions
Q. When using this model do you engage the policymakers?
  • Use of advocacy is also determined by goal and environment and how close policymakers might be to the final outcome that you want.
  • Sometimes it might be better to engage government earlier in the process than later.
  • Determined by who has the most strength in what area.

Q. Who was talking the lead in the nutrition example?
  • BMGF took lead as convener in SDG example.
  • If some of target groups already have existing coalitions, these can be used and tapped into
  • There doesn’t have to be a particular lead. It depends on the need.
  • Organizations need to honest about their strengths and weaknesses and should aim to use existing networks and relationships.
  • There can be different lead advocates in different coalitions within the same advocacy campaign.
  • We all have different roles.- organizations need to play to their strengths and to connect.

Q. What does it take to achieve the nutrition success example in the SDG?
  • Timescale/resource-wise.
  • As donor and advocate- it might be easier when you have credibility.
  • Relationship management is key to prevent imposition of agenda that are not consistent with partner values.

Session 5: WHAT TO ADVOCATE AND HOW – Insights and lessons.
Bus stops
Pastoralists Indigenous Non Governmental Organizations (PINGO) Forum- Tanzania
Carolyn Emanuel Kandusi


Lessons/key points
Consider changing language to include economic viability and importance of livestock can help to influence policy for pastoralism
Forum to consider reaching out to and working with livestock stakeholders to enable wider influencing/advocacy.

Beatrice Ouma
Carries out communications work in east Africa, and Nepal and India

Key Highlights
  • Regulatory harmonization in EAC (by targeting regional economic bloc) for vaccine use across countries
  • Holding greater inclusion workshops-
  • Partnerships-convening vet paraprofessionals

Key channels
  • Shamba shape up TV program in Kenya
  • iCow
  • Partnerships with livestock sector partners including ILRI, OIE for greater impact of work also with government and heifer international etc.
  • Social media
  • Photo gallery: ‘Can you see what I see’
    • Photos of farmers view of what’s important to them using camera given by GALVmed
    • From the images, policymakers see why livestock is key and why/how it matters to farmers.
    • Photo exhibitions held at the British Parliament etc.
    • Can be a powerful way of advocating without necessarily being there- especially for livestock.

How do you measure the impact of shows like Shamba Shape up?
Using calls from farmers

Comments/key lessons
  • Perhaps need to work more closely with veterinary authorities in various countries (reach these as a specific audience)
  • Focus on policy influence
  • What is the evidence: Photos by farmers themselves.

World Animal Protection UK
Leslie Anne Mitchell


Goal: To bring animal welfare into the context of global agenda for sustainable livestock.

Aim was to get people in the sustainable livestock group to adopt sustainable livestock production that's also good for animal welfare.
To overcome hurdles (in Colombia intensive systems case).
  • Started with identifying common ground. Where stakeholders already agreed.
  • Traditional systems offered an opportunity: “The biggest consumer of meat in Colombia is the dry season”
  • Technical knowledge (from existing systems) and welfare of animals brought together, to offer an evidence base on what was possible.
  • Showed that adding more species of grass and trees for shelter and feeds etc could raise production to four times the initial traditional production system and could after 3 years provide more benefit vs costs of adopting the new systems.
  • Photographs and films were created to/used to tell the story- with evidence of the change.
  • Poem by a farmers
  • Willingness to invest was key to persuading farmers to adopt new behavior
  • Colombia cattle producers association was a key partner and has helped

Comments and questions
How do you measure welfare?
  • Freedom from hunger and thirst
  • Comfort, natural behaviour, feed quality and body condition, general health, shade, temperature during the day etc.
  • Worked with a professor/expert in this process.

Lessons/key points
There are solutions and success stories out there (in countries and communities) that can be use for livestock advocacy.
How do we integrate livestock into the wider picture of livestock when people may not understand livestock’s value?
What is the theory of change about livestock in the wider agriculture discussion?

International Livestock Research Institute

Susan Macmillan

Insights and Lessons (general)- e.g from VW GHG emissions fiasco
  • Don’t cheat
  • Don’t lie
  • Don’t do harm (e.g in the name of a 'greater good')- Years of great reputation and innovative/effective advertising can be undone in a single news cycle.

Smallholder Dairy Project (1995-2005)
  • Stay in excellent regular communication with government, policy, community and research partners.
  • Hire researchers with excellent communication skills
  • Conduct an expost impact assessment and use it to educate publics on lessons learnt.
  • Hold high-profile multi-stakeholder convenings where everyone has a voice.
  • Don’t stop communicating when the project ends or staffing changes.
  • Have NGOs partners take charge of advocacy communications

Disease resistant GM cattle for Africa
  • Work with a high-quality media company or experts in your area to prepare material, develop effective messages and frame information
  • Keep national partners close and regularly updated so they can stand with you in your messaging and support you.
  • Keep publications open access- don’t hide anything
  • Appoint only 1-2 trained people to speak on this topic to media and other external audiences to stay on message.
  • Highlight in messages, universal values that researches share with the public, eg safety, poverty reduction etc.
  • Publish consistent messages and regularly update the public on progress.

Survey of ebola virus in Uganda pigs
  • Get inputs from communications as well as research professionals to draft a statement sensitive to all stakeholders- one that informs and educates rather than alarms
  • Give relevant national policymakers a first look at this statement for their inputs and to give them time to prepare their own public responses.
  • Focus on how research is helping to ensrue public safety as well as economic development.

Aflatoxin levels in the Addis milk shed
  • Hold meetings with relevant officials e.g. in health agri, livestock, feed sectors to give the research results fist to discuss ways forward
  • Get professional communications advice in development of a public statement that addresses consumers concerns and ways to address the problem through instituitons and policies
  • Ensure that all staff are reminded regularly of the steps to take and the ILRI staff to inform- when dealing with public communication on sensitive subjects

Livestock’s Long shadow
  • Involve your partners in your media messages
  • Get professional media advice on how alternative messaging will play out with different stakeholder groups
  • One ‘quotable quote’ not sufficiently thought through can skew public opinion sharply and be used for years by others in ways that harm pro-poor policies and understanding. e.g. ‘A cow in the backyard is as damaging to the environment as an SUV.’

MERS antibodies in Kenya camels
  • Work closely with national colleagues and keep heads of national partners fully and regularly updated
  • Get professional media support to develop a factsheet that addresses public concerns directly
  • Participate in all national meetings about this and be useful/supply the evidence and its significance/non-significance

Key lessons
  • Plan plan plan.
  • Ensures researchers have a dialogue with governments on sensitive issues- in a positive ways. Standing instruction to all projects. As part of program guidelines.
  • Let government deliver messages as well as actions if necessary
  • Train scientists to communicate better
  • Incentivize good lay communication among scientists
  • Make sure everyone knows they are responsible for public communication
  • Get professional help to communication better
  • Get your partners to advocate with you and researchers can stay more with research
  • Understand the power of market forces and overreactions to research results which may harm markets by bringing market experts in early
  • Researchers have time in publications process to consult stakeholders.
  • Educate people on hazards vs risks
  • For sensitive research results get impartial communicators- NGO etc,
  • Ensure reseachers have dialogues with governments before coming out with sensitive results and ensure there are stranding instructions so that all projects know this.
  • Give field staff the information they need to respond to criticisms/questions
  • Overcome reluctance to take time to get alternative perspective on issues
  • Overcome the 'I know best' ailment
  • Use toolkits to develop messages based on values
  • Be positive rather than negative
  • We were able to take more time about communication when every was published on paper
  • Social media works and works fast.
  • Get your act together within and with major partners before communicating
  • Create panels to consult for messaging- if can’t, find people with different perspectives
  • Move from active to evidence-based advocacy
  • Give stakeholders time to internalize messages and adapt to them before you go forward.

L-MIRA-Livestock Micro-reforms in Agribusiness
Ed Keturakis




  • Summarizing reform objectives for private sector being addressed, known to them
  • Summarizing how do we use public sector to create impetus for policy change
  • How do we keep private sector interested-a challenge
  • Leveraging convening power is important
  • Need to align actions with ultimate beneficiary open lines of information sharing

Key insights

Group 1
  1. Demand figures were eye opening, working silos, conflicting messages
  2. Identify the key issue which will unlock the others
  3. It is not what is the message, but connecting many of the things we have heard, for example who has power of convening
  4. How do we achieve the balance in communicating such complex issues suitable for many circumstances, audiences etc.
  5. Helpful to think about what the ‘ask’ would be in many different contexts, e.g. global, country level.
  6. Partner with those who do not agreement with you

So what? One step further…. ALL GROUPS: BUILDING BLOCKS
  1. If organize ourselves with specific messages, increase impact
  2. Common messaging and building coalitions, hard to think about in the abstract. Need to be specific.
  3. What are the conversations / players we need to be part of/ engage with
  4. Role of livestock in ‘food, nutrition, SDGs, CFS, climate change negotiations - using global livestock alliance
  5. How do researchers feed in: clear issue priorities, clear solutions, tools
  6. Help provide clear stories from organized body of evidence about the value of evidence, e.g. lots of info but is not currently accessible.
  7. Approach: select something which means more than livestock
  8. What is the specific change do we want to achieve?
  9. Look for solutions which integrate a number of key issues.
  10. Should be looking at process outcome determine who is missing etc.

Group 2
  1. Gap in effectively communicating messages needed. One to one high transaction costs?

Group 3
  1. Be careful what you communicate, where you communicate and to whom?

Group 4
Impact: what are we actually trying achieve: policy change etc. and how do we organize ourselves?

Group 5
  1. Is there a clash of objectives as research orgs, advocacy orgs

Groups to go deeper: Building Blocks
  1. Role of livestock in SDGs, CFS, using groups like Livestock Alliance
  2. Clear issues – priorities
  3. Tools (optimal medium of communications)/ organized body of evidence for stories about the value of livestock
  4. Framing of livestock
  5. What specific change do you want to see? Impact

Pierre Gerber
FAO/WBG Livestock Global Alliance
  • Over the years, livestock has become more prominent and more visible. The issues as well as the benefits.
  • This has resulted in there being less sympathy about the space.
  • But there hasn’t been a lot of willingness to address the changes brought on by the higher visibility of livestock.
  • But a few stakeholders started the conversation. Started speaking to different actors. But must realise that communicating on the diversity of the issues is complex.
  • Negativity perspectives took precedence. We were not able to communicate on the other aspects such as Economic viability, impact on livelihoods, etc.
  • Acknowledge that livestock is extremely underrepresented in the global solutions, platforms, forums. We could do better.
  • Livestock Global Alliance:
Global public Organizations
5 organizations for now.
  • Supported by donors – BMGF
  • Come together and talk to those to manage resources in the sector to comeback toward livestock and just not agriculture.
  • Need to develop a common narrative. In the process of doing so
  • Communicate on the diversity of the system and recognize the diversity of the system.
  • Demonstrate why we should care about the sector. Eg. Sdg livestock contribution to the SDGs
  • Also internal – to make sure that these 5 organizations agree on the reduced number of key messages and key issues of the sector that we can work on individually and with our set of partners.
  • Initial draft circulated with members, key partners – eg. Donors. Global agenda for SL.

Day 2: 11 November 2015

Tanzania case study
Tanzania 1.jpg

TZ the issue.jpg
TZ targets.jpg
Main objective
More investments that are more inclusive for livestock
Value: Inclusive investments will lead to greater equity
TZ budget process.jpg

Review evidence on current investments
Review evidence at the local level
Highlight potential return on investment

Questions and comments
Metrics of success fixing on poverty reduction is good
Focus on governance etc needs to be clear in what we are asking them to do
How might this be linked to the delivery of SDGs by the government?
How would you build the alliance and partnership to bring out the advocacy

You may not get there by talking about equity as a goal alone
What are the french fries; what gets people excited? It's easy to talk about equity but it may not get people/target excited?
We need to have smart and truly exciting appeals that we can exploit.
Maybe don't concentrate on private sector which can be a road block in TZ...Maybe target the private sector?

What is our quick win? Are we focusing on whole sector or specific sub sector.
What is preventing success of current advocacy? This needs to be more clear? The current bottlenecks.

The main bottlenecks is in the bureaucracy around specific policy efforts in TZ
There's also major barriers related to private sector investment

Africa (continental level) group




Africa process.jpg

Africa messages.jpg
  • Seems achievable and the reinforcing aspect is great
  • What will be done to make government accountable to the things they agree to?
  • Will you target those who haven't signed up to the process as well.
  • Maybe could clarify more on the 'political will'- moving from 'will' to action by the politicians/government.
  • Need to clarify/understand where the gaps are between political will and action.
  • Political will- must involve politician and must include what 'benefit' they will get out of it.
  • Technical capacity is also a significant blockage-in enabling politicians/policymakers use existing evidence, knowledge.

Global group

Context: Some of the elements of SDG's have already been agreed and are not easy to change. Livestock is not highlighted in the indicators in the first round, but there's chance to influence indicators in future as implementation happens.




global gaps.jpg

global how.jpg

global how 2.jpg

global message testing .jpg

global messages.jpg

Comments and questions
Avoid 'know it all' high-level approach, work with countries directly.
How do we move information from global chapter to consumers?
Global livestock report would offer new avenues to advocate for livestock
How would the report link with FAO's state of agriculture report.
How do you deal with the problem with the need for accurate data from member states (on which such a report would be based)
How would you/need to link to the livestock monitoring framework that AU-IBAR/BMGF already working on in some countries?
How will the information in the report benefit the farmers on the ground?

Report would not do everything. The key is to push government to invest in livestock in order to help the smallholder farmers
The key point is not the report, the report is a concept/business case for an indicator, the focus is meeting the massive gap within SDGs on livestock's contribution.
Report is a starting point- to would help guide advocacy.
'Global livestock report' a great idea
Issue of 'legitimacy' and 'inclusivity' of the messenger and the message among high-level is key.

Day 3: 12 November 2015

Overview of global livestock platforms- Shirley Tarawali (ILRI)

Livestock advocacy architecture.jpg

GASL- Global Agenda for Sustainable livestock
Anyone can join this group- stakeholders working on livestock at a global level
Includes all levels, farmers, national regional and global working on livestock and agriculture including investors, public, research and international organizations
Issues around livestock include climate change, food security, health and international standards aspects. and most aspects of livestock sustainability.
Mostly focused on environment and climate change and other livestock focus areas viewed in light of environment and climate

Global Alliance for Climate S Agriculture
Covers agriculture including agriculture- focuses on political will

The climate change focus on research on GHG intensity in relation to food security

The Livestock Global Alliance- sits at the international organization level at the global level.

Other strategic spaces where advocacy possible
Joint sector review
CNC (Non State Actors review)
LPP- Link for Pastoral People
ECA- Economic Commission for Africa
LIDESA- Livestock Development Strategy (AU?)
IADG-Interagency donor group
Africa Progress Panel

Above need to be categorized based on which are convening bodies and where policies are debated/made.

How to continue discussions/outcomes of this workshop
Group 1
Need for more global group of advocates of livestock comms people passionate about livestock to come together annually to engage and energize each other
Could there be regional level working groups in regions and countries where there are passionate groups?
A thread through all of these to keep them together
Think of creating our own space and mainstreaming our agenda into other spaces.

Group 2
  • Who are we? Identity? How was this forum determined?What is this group? An alliance of organizations with interest in livestock? (Address/clarify these)
  • Need for an advocacy voice of livestock is long overdue
  • For legitimacy purposes we need to start from the ground, then we can link up with others at regional and country level before global
  • We need to take advantage of other spaces that are there
  • First come together to id issues at country continental and global level

Marry the two ideas? For Africa it will be easy because we have continental level platforms like LIDeSA which is aiming to bring people together
At national level, there are now national livestock hubs to bring all stakeholders in livestock together to discuss and recommend policy issues
WE could embed a subgroup that deals with communication at this level.
Could be a start structure

Groups 3
  • What are the principles keeping all these groups together?
  • If this goes forward, who is the org or groups that are going to do this? Organize meetings or regional caucus, who will lead.
  • Good to go forward- but is it for sharing experiences or acting
  • One of two initiatives to lead the group
  • Needs guidelines and principles
  • How do we deal with disconnects that exist.

Group 4
  • We want to take it forward
  • Urgent need for a communication space for conversation on how to take this forward
  • Needs to be relevant to those on the ground. Should not be just about large organizations talking together
  • There are structures that can be convening spaces for these conversations and to take forward joint proposals.
  • How can we utilize existing structures and resources or do we want to develop a comm network here of people as a starting point and when better organized see how we link into existing processes.
  • It’s easy to walk away from here without a structure and way forward.
  • Who will take the initiative for the next steps
  • What are the few practical steps? Email groups, how can others join?
  • Can we have a 2 pager for non livestock communities
  • Take care not to appear that we are hijacking groups of other groups…where the group is seen as dismissing on going agendas
  • Identify who is already doing advocacy and on what issues and then we can id appropriate platforms.
  • But the disadvantage of existing groups is resources/money.

Out of the box ideas
(These ideas were developed using 25/10 crowdsourcing whereby people dream up big ideas and mention what first step should be followed then these ideas are anonymously rated by others during 5 rounds and each idea gets its rating tallied, ending with a rating anywhere between 5 for the worst ideas to 25 for the best ones. Here are the ideas and their rating in brackets).
  1. (18) Develop a livestock advocacy and communication toolkit / guideline. Steps Identify existing initiatives: best practices, challenges. Document the knowledge to enable sharing / scale up. Often the solutions are already available we only need to gather info and act on existing also innovate more tools for advocacy and communication for livestock sector.
  2. (18) A livestock communications and advocacy group is formed and is represented at every high level livestock meeting of policy makers, scientists, politicians etc
    1. First step – The group elects a leader of global standing who brings relevant members of the Group to the first high level livestock related meeting in 2016
  3. (17) Convene global groups we want to mainstream advocacy for livestock
  4. (16.5) Identify key people within each country that are passionate about livestock in their country. Begin a conversation with them about advocating for important livestock issues. After issues are clear, meet with other countries, regions, etc. First step – Identify people
  5. (16) A global advocacy / comms institute is created to train, empower, activate advocates for livestock. They come from national, regional, global organization and become a connected cohort promoting livestock investment, policy reforms, etc. Step 1: Find a host and some funds
  6. (16) Create a livestock communication advocacy WhatsApp group. Step 1 – create it among the people here later add others Objective – post different messages promoting livestock related innovations
  7. (15.5) Publication of a report in 2-3 years that shows how countries that have invested in their livestock sectors and have good policies on livestock have better performance across many SDGs and/or Malabo commitments and bring this directly to policy makers. First step: Gather the research.
  8. (15) Get big voices like CNN and BBC to run documentaries on why livestock matters: Step One: ILRI takes the initiative
  9. (15) Avoid creating new networks and unnecessary competition
  10. (14) Form national, regional and continental groups to advocate and communicate livestock issues. First step: Set principles for groups and mobilize voluntary members
  11. (14) National level advocacy platforms. First step: Identify the interest groups/organizations interested in livestock advocacy and hold joint forums to identify issues of priority
  12. (12) Annual farmer/ambassadors showcase champions- How annual farming solves FSN, livelihoods, climate change etc at major meetings eg UNFCCC, CFS etc. Backed up by a website with video, evidence, policy calls. Real farmers, real solutions, concrete policy asks.
  13. (12) “Seeing is believing” Start with a case study where all of us will focus our advocacy. First step: In Tanzania
  14. (12) Get non-livestock actors engaged in the livestock discussion. How: Talk to and influence national and continental actors to start adding livestock in their agriculture advocacy work.
  15. (12) A delegation led by ILRI national team meet agriculture minister and brief the role and implication of livestock and need for more investment. Step 1: Fix up an appointment with the minister
  16. (12) Think and analyse major opportunities taking place at UN level in non livestock environment over 24 months
  17. Effective advocacy moves forward the livestock issues. Smart guiding principles as the foundation of coming up with an achievable strategy.

What I did not hear?
  • What do we want to do we what we say or do?
  • There are not enough of us? We don’t have enough people doing comm advocacy in our organizations.

(In a mini open space/parking lot session, participants identified 3 important topics for them to work on before they leave this meeting. The following three topics came up. Then groups worked out why this topic matters, what should happen, with who driving this and how).
  1. Professionalizing advocacy for livestock
  2. Linkages between content providers and the communication
  3. What do we build here and now?

Feedback on what, who, when?

1. Professionalizing advocacy for livestock
  • Training sessions and webinars
  • Exchanges of staff
  • Prompting conversations in our organizations within our theory or change
  • Map resources and tools and orgs that do this well
  • Network can start small and do modules on training- have a day of skill building in future meeting of group. E.g in giving confidence to scientists, by identify the passionate scientists and connect them to communicators.


2. Linkages between content providers and the communication
Linkages=focusing on co-creation
  • Start (now) by identifying passionate people on the ground and for the specific audiences (using the AU-IBAR mechanism that exists)
  • What are the capacity needs of the identified people so they can be more effective? Identify within 1 year
  • Package the message depending on what we want to do and who we want to reach and what we want to change – 1 year plus and ongoing
  • Questions on how to set up such in other continents

3. What do we build here and now?
  • A ‘livestock champions group’ within the context of development to enable livestock to get more investment and to be a community of livestock communicators towards that end.
  • To do: A platform or convening space for this to go forward- a space to start conversations
  • Build a next-steps group (key action point) a small groups to figure out how to structure this.
  • After the community is up a corporate to facilitate this and move it forward
  • Need to define our objective as org and as group
  • Then look at building linkages within existing groups-at the global/regional level
  • What non-livestock networks do we need to be part of
  • Identify and appreciate other groups that we need to be part of- underpinned by our evidence and KM to share good practices, examples etc
  • Think of ways of communicating these- e.g. through social media
  • We don’t start until we have our house in order- it’s about getting to a point where livestock and non livestock people to maximize.
  • First step- what platform to communicate, and who are the next steps group.

where from here.jpg

Consensus to use email group to continue conversation started.

What can we start doing right now? That does not require an enabling environment
What can be done.jpg

Comments/aha moments/feedback/for next time
  1. Practical sessions in working groups great
  2. Communicate clearly on objectives of workshops before start of meeting
  3. Appreciated the process
  4. Wished for more practical sessions
  5. Speed dating, we did not get to talk to individuals about what they do.
  6. A role for everyone emerged from the process on what each could do in livestock advocacy
  7. Interactive forum enabled sharing and co-working-this is a foundation of where we want to go in promoting livestock
  8. Initially, goal of workshop was hazy and the plan was not clear on how participants would use the information
  9. Work from the meeting will be used and incorporated in the LIDESA AU initiative
  10. 'I came a skeptic I am leaving a fanatic'

BMGF- Hien Tran
Foundation increasing investment/priority of livestock in agricultural dev't strategy and are listening to what others are doing.
Seeing the possibilities and the challenges. Need to continue to take issues of livestock where we already engage.
From group: Clear there are challenges in giving livestock attention and funding.
Maybe need to be more sophisticated in getting what we want and how we do it
When we think about the pieces to build for a LAC we need to have a process, and structure but the structure alone is not it. These players need to have specific outcomes, however narrow, because they will help add to the global goal of increasing recognition of livestock in policy arena and investment in livestock.

ILRI-Shirley Tarawali
We need a clarify on what we want to do and the importance of connecting/convening which is critical for disseminating our message
Take advantage of each others strengths in moving the agenda forward. Use the diversity for advantage
Engage but don't hijack existing things/agenda. Build on those

Documentation by Paul Karaimu, supported by Nadine Sanginga, James Stapleton and Tigist Endashaw.

After action review

Summary of next steps

This is the overview – ex-post:
The main idea relies on a few principles:
  • Start small and develop the agenda progressively
  • Build on existing groups and initiatives rather than start from scratch and with competing structures
  • Build an advocacy agenda that doesn’t just talk about livestock but about all the important issues that important target groups are talking about e.g. nutrition, climate change, gender etc.

These are some of the possible ways forward for the short, mid- and long-term:
  • Most immediately, Lesley Schneier will take the lead on developing a concept note that looks into the working group results about ‘what do we build here and now’ – which should help identify members of this emerging group of champions. The agenda of this group could include (as preliminary ideas to unpack):
    • Setting an email group for now – which could perhaps explore what other platform we could decide to use for the future
    • Designing questions and objectives
    • Identify desirable outputs and prepare them
    • Build linkages with existing livestock groups (e.g. GASL comms group, LGA)
    • Identify and agree shared ways of working with other groups
    • Build a repository of evidence / develop knowledge management of this
    • Develop a ‘whole’ and shared advocacy strategy and implement it
  • As a mid-term measure, when this group shapes up, part of what they could work on includes ideas generated by the second working group from the last workshop session ‘linkages between content providers and the communication’:
    • Identify passionate people about livestock (advocacy) via this group, the AU-IBAR group, APARI;
    • Identify their capacity needs and help build them up;
  • Longer term ideas could focus on some BIG ideas put forward in the workshop:
    • Develop a livestock advocacy and communication toolkit / guideline. Steps Identify existing initiatives: best practices, challenges. Document the knowledge to enable sharing / scale up. Often the solutions are already available we only need to gather info and act on existing also innovate more tools for advocacy and communication for livestock sector.
    • A livestock communications and advocacy group is formed and is represented at every high level livestock meeting of policy makers, scientists, politicians etc
    • Convene global groups we want to mainstream advocacy for livestock
    • Identify key people within each country that are passionate about livestock in their country. Begin a conversation with them about advocating for important livestock issues. After issues are clear, meet with other countries, regions, etc. First step – Identify people
    • 'Professionalizing advocacy for livestock’ through organizing training sessions, webinars, staff exchanges, prompting conversations about our theory of change, mapping resources and tools to do this advocacy work well.
  • Meanwhile – also short-term – ILRI and BMGF have to think about their respective positioning and intentions in this space and in terms of what they see themselves doing with the nascent group of champions.

One of the next immediate actions will be to organize a virtual gathering for the whole community, after initial contact has been made between the people actively chasing/driving work (e.g. Lesley, BMGF, ILRI).
And a final piece will be to check what individuals have been up to with their individual commitments (which others were supposed to send them). This could happen in January/February, i.e. 2-3 months after the meeting.