Entry Category
Single Entry – Campaign Branding in a social marketing program
Name of Intervention/ Program
Tunza Udongo, Tunza Familia (Swahili for Care for the Soil, Care for the Family)
Background and Situation Analysis
The community-based social marketing website (cbsm.com) was designed to make it significantly easier for practitioners and academics to quickly find academic articles, case studies, forum threads, and colleagues. Finding relevant information about specific behavior change initiatives (e.g., carpooling, skin cancer protection, etc.) is challenging for practitioners and scholars. In western Tanzania, unsustainable farming practices—mainly clearing forests for small-scale agriculture—seriously threaten biodiversity, including endangered chimpanzee habitat, while undermining long-term community resilience. During baseline assessments and stakeholder-driven root cause analyses, oil infertility was identified as a primary driver for small-scale farmers’ behaviors. This led them to abandon depleted farming plots and set up new farms in nearby forests in search of fertile land. A behavior change campaign was developed to reduce deforestation and improve livelihoods by promoting composting as a sustainable, regenerative agricultural behavior that could improve soil fertility with materials widely available for free. The campaign, Tunza Udongo, Tunza Familia (“Care for the Soil, Care for the Family”), was grounded in community collaboration and behavioral science. The goal was to shift perceptions and behaviors related to composting (a little-known practice when the campaign was launched in 2019) by supporting farmers with knowledge, tools, and motivation while honoring their leadership and role in environmental stewardship. A pre-campaign research phase included household surveys (n=818), interviews, and focus groups with local farmers, government officials, religious leaders, and agriculture dealers conducted by local researchers. These efforts surfaced critical barriers to composting and cultural norms, priorities, and motivators that shaped how people made agricultural decisions. The branding and messaging strategy emerged through co-creation with representatives from key target audiences the campaign aimed to reach. Community members and local leaders participated in iterative testing of visuals, slogans, mascots, and metaphors to ensure alignment with local language, values, and daily life. The final brand identity—Tunza Udongo, Tunza Familia—was chosen by community members because it reflected the interconnectedness of soil health, family well-being, and environmental protection. The phrase resonated deeply in Swahili and was seen as hopeful, personal, and culturally meaningful. From the beginning, the campaign intentionally avoided fear-based or guilt-inducing messaging, instead focusing on empowerment, tangible benefits, community pride, and personal pride in being a skilled farmer. The visual identity and branding assets—including demonstration plot signage, radio programming, printed materials, sporting events, billboards, branded farming tools, a music video, and theatrical performances—centered the voices and images of real farmers in the region. Materials were designed by Tanzanian creatives, including radio hosts, theater troupes, and illustrators, to ensure authenticity and accessibility. The campaign was piloted in three villages in 2019 and expanded into eight more villages in subsequent phases through the end of 2024 (when funding for USAID was canceled). Community leadership, ambassador farmers, and local communication groups played vital roles in ensuring the brand was consistently represented and reinforced. The branding served as a unifying symbol of the campaign and a trusted, recognizable expression of shared values and reliable agricultural information. This nomination highlights the campaign’s branding component, which exemplifies how inclusive, participatory, and context-specific branding can meaningfully contribute to the success of social marketing efforts rooted in gender equity, empathy, and lasting community change for social and environmental good.
Priority Audiences(s)
The campaign’s primary audience was small-scale farmers in western Tanzania, particularly those farming in or at risk of shifting cultivation into forested areas due to declining soil fertility. Special attention was given to engaging women farmers, who play key roles in food production, farming, water gathering, and community leadership. Secondary audiences included local leaders, extension agents, religious figures, and community media. The primary messengers were “ambassador farmers”—locally respected farmers identified by village leaders—who provided feedback to improve campaign messaging and received extensive training to deliver it. All audiences were engaged through participatory methods to ensure cultural and contextual relevance.
Behavioral Objectives
The primary behavioral objective was to increase composting practices among small-scale farmers in western Tanzania to improve soil fertility and reduce the need to clear new forested land. This included building farmers’ capability, opportunity, and motivation to make and use compost with locally available materials such as crop waste, food scraps, and animal manure. Sub-behaviors included: Learning to build and maintain compost heaps. Applying compost to farming plots at the right quantity and time. Sharing knowledge through community demonstration and peer influence. The campaign branding was designed to support these behavioral objectives at every step. To address low literacy rates, waterproof, cartoon-style farming tutorials and seasonal calendars were created to teach composting practices visually. Ambassador farmers used branded demonstration plots—clearly showing composted versus non-composted crops—to spark community interest and discussion. Demonstration compost heaps and branded farming toolkits supported hands-on learning and peer training. Radio programs were timed to align with key agricultural cycles, reinforcing messages from ambassadors when farmers were making decisions about soil preparation and planting. Branded compost samples were distributed at events to reduce barriers and increase trialability. The campaign also awarded branded trophies to the best composting farmers and villages to spark motivation and pride. This multifaceted branding approach created consistency, built credibility, and embedded composting into the visual and social fabric of daily life—making it easier for farmers to adopt, trust, and promote the behavior over time.
Description of Strategy/Intervention
The campaign strategy was grounded in social marketing and behavioral science principles. It incorporated co-creation with target audiences, iterative testing, multi-channel branding, and adaptive management to support sustained behavior change. Research-Informed Foundation: The intervention began with a comprehensive formative research phase, including a household survey (n=818), focus groups, and interviews with farmers, agricultural dealers, government officials, and religious leaders. It also included a week-long strategy ‘summit’ with partners and experts in 2019. Baseline research revealed that although composting was virtually unknown, farmers were highly motivated by improved soil fertility, food security, family well-being, and pride in being knowledgeable, capable farmers. Barriers included low awareness, time and labor demands, limited access to tools, and perceptions that composting was complex and time-consuming. These insights shaped the campaign’s behavioral objectives, messaging strategy, and branding. Co-Creation of Branding and Messaging: To ensure cultural and contextual fit, the campaign’s branding was co-created with community members. Local creatives—including illustrators, radio hosts, theater groups, and agricultural extension officers—collaborated to develop and test visuals, language, metaphors, and mascots. Messaging was tested iteratively with target audiences of each type, with a core design team updating based on lessons learned during the design and evaluation phases. The farmers selected the final brand identity, Tunza Udongo, Tunza Familia (“Care for the Soil, Care for the Family”), and reflected shared values of environmental care, family strength, and responsible farming. The brand was designed to be emotionally resonant, aspirational, and adaptable across materials and platforms. Segmented Messaging and Influencer Strategy: The campaign used segmentation to tailor messages for different audiences while maintaining consistency through the overarching brand. Women farmers were prioritized in messaging and messengers, recognizing their central roles in food production, land use decisions, and community leadership. The campaign trained and supported “ambassador farmers”—locally respected lead farmers selected by their villages—as its primary messengers. These ambassadors were deeply involved in message testing and refinement and received training in both composting and interpersonal communication techniques. Each ambassador maintained branded compost heaps and demonstration plots and distributed branded compost samples and tools. Multi-Channel Intervention Mix: A variety of communication and engagement channels were used to reinforce behavior change through repetition, visibility, and social diffusion: – Ambassador farmers branded and hosted demonstration plots and compost heaps, offering visible, trusted proof of concept. – Waterproof cartoon-style tutorials and seasonal farming calendars were developed to accommodate low literacy and promote learning through visual cues. – Radio programs were timed to align with key planting and harvesting cycles and featured ambassador voices and testimonials. – Theatrical performances used local storytelling traditions to bring composting concepts to life at community gatherings. – Community events and sporting competitions included campaign branding through banners, trophies, and materials, reinforcing composting as a source of pride and celebration. – Branded farming toolkits were distributed to ambassador farmers to support peer training and credibility. – Other branded items included soccer balls, netballs, stickers, billboards, Katenge fabric, and branded uniforms for ambassador farmers. Adaptive Campaign Management: The campaign included a post-pilot evaluation, mid-campaign evaluation, and end-of-campaign evaluation to inform adaptive management. Findings from each phase shaped improvements to the strategy, materials, and training content. For example, post-pilot feedback revealed that farmers needed farming tools to help train their peers, so branded buckets, gum boots, and tools were provided for groups of farmers to share. Pest management guidance, clarifying calcium’s role in compost making, and training formats were also improved based on farmer feedback throughout the campaign lifecycle. Integration with Local Systems: To promote sustainability, the campaign was implemented in close coordination with local governance structures, village leaders, and extension agents. Campaign visuals were integrated into public spaces, and ambassador farmers were supported through regular community meetings and village assemblies. Gender and Equity Considerations: A Gender Equality and Social Inclusion (GESI) module was included in all training efforts. Women and youth were intentionally recruited and elevated as visible campaign leaders and composting champions. Tone and Values Alignment: Messaging avoided fear, guilt, or overemphasizing saving forests to save wildlife (instead focusing on people’s needs being met through healthy forests). Branding emphasized pride in farming, practical benefits, and collective well-being. The brand tone was hopeful, respectful, and grounded in community values, presenting composting as a locally climate-smart solution for both people and nature.
Implementation
The CBSM website is freely available to both practitioners and students/academics. As part of the site registration, site users The campaign was implemented in phases, beginning with a pilot in three villages in 2019 and then scaling up delivery in eight additional villages. Each phase followed a structured approach grounded in local leadership and participatory learning to ensure community engagement, branding consistency, and effective knowledge transfer. Phase 1: Pilot Implementation and Testing The pilot phase launched in three villages selected for their cultural differences and proximity to riverine forests and focused on co-creating and testing branding and messaging alongside the composting intervention. Implementation began with relationship-building: campaign staff met with village leaders to explain the goals and seek formal support and permission. These leaders helped identify “ambassador farmers”—respected individuals with strong farming reputations and interest in the campaign’s goals. Ambassador farmers were trained in composting and communication techniques and helped design a behavior change messaging matrix. They provided feedback that shaped the refinement of campaign language, visuals, and training materials. For example, farmers expressed confusion about the importance of calcium inputs due to early training messages; this led to updated messaging that emphasized composting with whatever organic materials were available. Farmers also requested more tools and training on pest control, which were later added. Pilot ambassador farmers built demonstration compost heaps and applied compost to comparison plots, allowing community members to see the difference between composted and non-composted crops. These visible demonstrations became essential hubs for peer learning. Phase 2: Campaign Expansion and Branding Rollout Following the pilot, the campaign expanded to eight additional villages. Implementation was scaled through partnerships with local agricultural officers, religious leaders, women’s groups, and community theater and radio networks. A campaign support system was formed with representatives from local radio stations, performance groups, schools, government, and religious institutions. This team helped tailor the branding to different contexts and deliver messaging consistently through various formats. They also provided real-time feedback from the field via WhatsApp to alert the campaign team to issues they came across and to share success stories and farming data for the farmer’s database that tracked harvest, composting behaviors, and other key performance indicators. Branded campaign materials were deployed across the expanded regions. Training and Capacity Building Two key training manuals were developed to support consistent message delivery: one for ambassador farmers and one for radio and theater groups. Each included information about composting techniques, audience engagement, and key campaign messages. The Ambassador Farmer Manual also included a Gender Equality and Social Inclusion (GESI) module to support equitable outreach and leadership. These materials were shared in workshops facilitated by local trainers and agricultural officers. Ambassador farmers were expected to train at least 10 peers using these tools and to follow up with them regularly. They recorded progress and shared feedback with extension agents and campaign staff. Radio and theater groups met periodically to receive updated scripts and storylines that reflected seasonal priorities and campaign adaptations. Adaptive Delivery and Feedback Loops Implementation was intentionally adaptive. Post-pilot, midline, and endline evaluations were built into the campaign cycle. Key findings were reviewed with community stakeholders and village leaders after each round of analysis and led to prompt modifications. For example: -The team identified ‘power couples’ who successfully made compost – even creating supply chains locally – and significantly improved their family livelihoods. From then on, these couples were integrated into the campaign messaging team on radio, at trainings, and events. – Calcium-focused messaging was reduced to avoid discouraging participation. – More practical guidance was added to address pests in compost heaps. -Additional communication tools were distributed to support ambassadors in training others. -Support was provided to help leaders dispel rumors that compost training was led by malicious religious groups or intended to promote prostitution among women. Integration with Local Systems and Events Implementation also relied on integrating branding into broader community life. Banners and posters were displayed in village offices and marketplaces. Composting was included in school gardens and agricultural curricula. Sporting events and village meetings featured messages about composting during award ceremonies. Sustainability through Community Ownership By embedding branding in farmers’ daily routines, tools, and social lives, the campaign helped normalize composting and position it as a locally owned solution. Ambassador farmers, local leaders, and creative partners became stewards of the brand and behavior, ensuring consistency and trust. Even as funding ended in 2024, many farmers and leaders continued composting and sharing their knowledge, underscoring the strength of the campaign’s community-led implementation. A ‘close-out’ celebration was held to mark the end of the campaign and provide recognition to farmers engaged during the five-year project.
Evaluation Methods and Results
The campaign used a rigorous, mixed-methods evaluation strategy that included baseline assessments, soil testing, spatial analyses, and repeated survey and qualitative data collection at three stages: post-pilot, mid-campaign, and end-of-campaign. Comparable control villages were included at each stage to strengthen findings and assess campaign impact. Baseline and Contextual Assessments Prior to engaging villages, soil testing was conducted to establish baseline fertility. GIS and spatial analyses were used to map historical deforestation trends and examine patterns of land conversion. These data informed village selection, identified priority zones for intervention, and provided a basis for comparing treatment and control areas over time. Post-Pilot Evaluation The post-pilot evaluation included surveys with 373 farmers and focus groups with ambassador farmers and stakeholders. It found strong enthusiasm for composting, increased awareness, and early behavior adoption. However, necessary adaptations also surfaced, such as reducing the emphasis on calcium inputs and expanding pest management support. At this stage, 39% of farmers (n=145) reported knowing people who had previously cleared forests for farming. Mid-Campaign Evaluation The midline evaluation included 279 farmers across treatment and control villages. Results showed a 33% increase (n=55) in farmers who reported knowing someone who had stopped farming in nearby forests due to composting. Soil testing was repeated in pilot and new villages, and findings showed improved soil health scores in areas with higher engagement and consistent compost use. Farmers reported more confidence in composting techniques, especially those trained by ambassador farmers. End-of-Campaign Evaluation The final evaluation included 327 farmers and additional focus groups with ambassador farmers and community leaders. A third round of soil testing and a post-intervention spatial analysis of deforestation trends were conducted. Results showed slight improvements in deforestation rates in treatment areas compared to controls. The stronger the campaign engagement in a village, the better the soil health outcomes. When comparing treatment and control villages, findings showed that: – 92% of trained farmers maintained composting behavior for three or more growing seasons. – 39% of untrained farmers also maintained composting for two or more seasons, suggesting the social diffusion of practices. Farmers in treatment villages were significantly more likely to: – Trust the organizations behind the campaign; – Believe that composting leads to more bountiful crops and improved nutrition (our key campaign message); – Believe that composting will become a common agricultural practice, even if they did not compost themselves; – Disagree with the belief that “farming anywhere necessary is the only way to get a good harvest.” At the endline, 57% of farmers (n=84) said they knew someone who had reduced farming in forests due to composting, and 39.5% (n=58) said they knew someone who had stopped farming in forests altogether after learning and applying composting practices. A peer-reviewed paper outlining these results is forthcoming.
Entry Letter: A