1.11 Communications strategy of the project to promote public awareness -
Target
Audience
Key Message Call to
Action
Activities Tools Due date By Whom
Communication
Objective 1
Community
members ?
men and
women
Over-fishing
results in
insufficient catch
in the future. By
helping to stop
overfishing, you
protect your
future income
and continue to
provide food for
your families.
Adopt
sustainable
fishing
methods; Stop
illegal logging
and switch to
FSC wood
products; Help
stop
overfishing by
writing your
government
and letting
them know
your concerns
Debate about alternative income strategies
and let fishermen/artists/etc take active
part
a theatre play in fishermen?s villages that
explains MPAs in a friendly manner
Press release about
event, campaign, and
debates
Flyers to give to people
Internet
actions
Report on alternative
incomes in marine areas
As per the
activity plan
NCONGO/TOCaDI
Youth A school children?s campaign that
educates youth
Campaign materials for
the youth?s campaign
Women Face-to-face meetings with small groups
of women
Leaflets for the women
Reports on benefits of
projects (from a source
THEY trust)
1.13 Knowledge management strategy of the project
Objectives
(Top 3 challenges
and opportunities to
be addressed by the
KM program ? align
business direction
with project goals to
get knowledge
product)
People
(who will participate;
who will receive the
information)
Process
(which processes will be
required to capture and
share the knowledge)
Technology
(what tools will be
used; how will the
tools be used to
capture the
knowledge)
Specific Actions ? to implement the KM program and to be readily
communicated to the players) (what will be done; what will they be expected to
do; what?s in it for them)
Objective 1:
To ensure the
leadership and
communities of the
District and
Panhandle know
about the existence
of GEF funding
opportunities and
existing projects.
? Panhandle
community
leadership
? Local
government
leadership
(DC?s office)
? Local
Authorities
(Main Kgotla)
? Panhandle
Chieftaincy
? Panhandle
communities
? Surveys
? Kgola meetings
? Communities of
practice
? Data
collection
instruments
? Internet
Motivate: Provide incentives e.g. awards, for sharing and disseminating
information on GEF funding to CBOs.
Network: Create communities of practice to enable sharing of information between
CBOs and different levels of leadership to stimulate new ideas.
Supply: Collect stories on both failures and successes of GEF projects from GEF
financiers and avail to CBOs as reference points.
Analyze: Look for patterns and trends in previous CBO projects, and select, lessons
learnt, proven practices and rules of thumb from the collected stories to share with
communities.
Codify: Codify: Develop Standardized surveys that will be used annually or when
required to explore communities? leadership and membership, as well as CBO
knowledge of GEF funding protocols.
Disseminate: Publish standard processes to the intranet, and distribute proven
practices in a monthly newsletter, e.g. Publish information on nature and timing of
GEF call for proposals to all NCONGO CBO affiliates or membership.
Demand: Use communities to ask questions about how to perform tasks, and allow
searching the proven practice repository, e.g. Engage community members in
identifying activities that could best exhibit their talents and capacities and
knowledge of funded projects.
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Act: Follow the standard practices of responding to requests, answering questions,
and using and reusing content and proven practices on new opportunities e.g.
Invent: Create new platforms for dissemination of information on GEF funded
projects and funding opportunities within the Panhandle and the rest of the District.
Augment: Provide video calls, zoom, live chat opportunities for CBOs to
communicate with government leadership and GEF office.
Objective 2:
To ensure GEFfunded-
CBOs have
knowledge and
skills to run their
projects efficiently
and effectively
Panhandle CBOs
The ?JPI? Project
Implementers
Content can be dispersed
through syndication and
collected through
aggregation, including the
ability to personalize web
sites to display only relevant
information
Newsletters,
web sites,
email messages can be
used to spread
awareness.
Blogs, wikis, and
podcasts can be visited
online or subscribed
to..
e-learning systems,
threaded discussions,
and Appreciative
Inquiry
.
Motivate: establish standard goals to be included by GEF funded CBOs in all
performance plans, monitoring and reporting on progress against GEF goals,
recognizing those who demonstrate desired behaviours, providing incentives for
meeting objectives, and rewarding outstanding performance, e.g. certificates of
Recognition
Network: Build and expand social networks to create valuable links within and
between CBO memberships. And encourage addition of friends, identification of
shared interests, and tagging resources.
Supply: Collect documents and files, capturing information and work products, and
storing these forms of explicit knowledge in repositories including project
databases, skills inventories, and document repositories.
Analyze: Review collected information on CBO project progress and processes to
reveal patterns, trends, or tendencies which can be exploited, expanded, or
corrected.
Codify: Produce standard methodologies, reusable material, and repeatable
processes, i.e. develop standard processes to follow in the implementation of GEF
and other projects run by CBOs.
Disseminate: Publish standard processes to the intranet, and distribute proven
practices in a monthly newsletter, e.g. Publish information on nature and timing of
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GEF call for proposals to all NCONGO CBO affiliates or membership.
Demand: Searching for people and content, retrieving information, asking
questions, and submitting queries using expert locators, search engines, etc. To
Act: Follow the standard practices of responding to requests, answering questions,
and using and reusing content and proven practices on new opportunities
Invent: Create new opportunities by communicating with potential funders, and
develop improved fund-raising techniques for CBOs to ensure sustainability of
their funded projects post their implementation periods.
Objective 3:
To make sure that
community leaders
and CBOs know
about and
appreciate the
potential vulnerable
groups have for
contribution to the
economy of their
commitees.
Community leadership
Vulnerable groups
The JPI? project
implementers
As above As above
Analyze: Analyze, through observation, the different ethnic groups or use Social
network analysis to map and measure /deduce relationship and flows between
people, groups, or CBOs to improve communities, identify missing links, and
improve connections between groups.
Demand: searching for people and content, retrieving information, asking
questions, and submitting queries.
Augment: Provide opportunities for vulnerable groups to appear on national TV
and social media disseminating information of GEF funding opportunities and
existing projects.
Policy Impact
Informal community participation, which includes day-to-day interactions between the project management team and local authorities, and interactions between
project implementers and community members, is expected to have an impact on local program implementation, and, in addition, to affect policy development. Such
interactions are meant to bring to light what actually happens on the ground as experienced by community members and what they feel and desire to be happening, and
as they relay that to project implementers, who will in turn relay the information through reporting to the project management team. The team will then pass the
information through formal reporting to the relevant local authorities with recommendations for government level interventions that might affect policy.
The policy impact process will go as follows:
? Identification of the key policy issues to be examined ? or at least the relevant policy areas ? where the project might engage; and this will be done
either during initial consultations with the government and other actors as the project design progresses through consultations.
? Coming up with the ideal outcomes or what would change between the status quo of the policy setting and the end of the project.
? Designing a strategy meant to realize the objectives, which will also include, as a fourth step,
? the Design and Identification of specific policy activities that would facilitate the achievement of objectives.
? Defining responsibilities for managing the policy agenda under the project.
? Finally, design teams need to develop indicators and define the required budgets for policy activities.
The intended results for policy impact include:
? A change in the way inclusion of vulnerable groups is approached, with specific clarity on expected representation in boards of high standing, funded
projects, and administrative roles, and leading positions.
? A change in the way boards of CBOs are chosen and how their succession is carried out.
? Reform (more investment) in the government?s mentoring and monitoring systems for CBNMR projects.
Emphasis on Sustainable Livelihoods
The following socio ?economic or alternative livelihoods activities will be carried out as part of the project:
? As part of the baseline studies, the Needs Assessments will have a component that investigates the state of food security in the region at the beginning
of the project.
? This study will also investigate what existing livelihoods apart from CBNRM projects are practiced by local communities that could be developed
into bigger enterprises through structuring and requests for funding, e.g. crafts, fishing, Mongongo nut processing, and the processing of mahongo
(grain) into flour.
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? The project will explore challenges pertaining to (lack of) infrastructure; discrimination of women and minorities; and fighting food shortages while
developing sustainable sources of income and enabling disadvantaged groups to participate in society and the economy. This will also form part of
baseline studies that will provide data as to which areas need intervention.
The project?s objective is to improve livelihoods of poor and disadvantaged sectors of the population. Based on the data that will be collected, the project
purports to bridge the gaps by working with, encouraging and educating communities and community/district leadership to engage in:
? Strategies that will tackle pronounced food deficits.
? Infrastructural initiatives agreed jointly with the District leadership and the population to offer temporary employment to the disadvantaged,
remunerated with money and/or food and supplies, depending on geographical location.
? Creating infrastructures that will improve income prospects in the long term, e.g. development of current low-scale food production to higher scale
funded endeavours.
? Increasing agricultural production through irrigation, better seed and resource-efficient techniques. For the most part locals tend to rely on the
moisture from the rivers to do crop-production along rivers, which becomes futile when the water subsides and the dry season arrives.
? Commercialization of the food production process, which involves specifically growing food for sale, seed production, further processing to add
value and product marketing.
? Development of alternative sources of income through vocational and on-the-job training.
? Improvement of women and other disadvantaged groups? level of education in informal learning centres. They need to be able to read and write and
do simple math before they can benefit from the project activities to the same extent as better educated sectors of the population.
? Development of cooperatives or self-run savings and credit groups that can provide micro-loans for income-generating activities.
? Use of learning centres that could be used as platforms for resolving neighbourhood conflicts and launching social campaigns, such as initiatives
against alcohol abuse and domestic violence. This would enable participants to advance socially and to play a part in community decision-making.
Significant Participation of Indigenous Peoples
The participation of People with Disabilities in the project will be guided by the type of disability they have, and the following will be taken into
consideration when identifying their activities:
? Consultation with PWDs on choice of activities: Research has shown that the most highly valued forms of participation were self-chosen activities
that people with disabilities, like any other individual, undertake with a degree of autonomy. Authoring the process made the experience of being in
places qualitatively different. Absence of control over the timing or form of participation might be experienced as demeaning and disabling.
? Ensuring PWDs are given an opportunity for their own social identity - People generally gravitate towards relationships and places where they feel
known and therefore will contribute freely.
? Reciprocity and valued contribution ? The projects purports to employ strategies of engagement of PWDs that challenge the negative attitudes of
people who prioritize impairment as a way of knowing them. This will enable them to infuse moments of interaction with assistance, which will
increase the potential for interpersonal as well as cultural knowing.
? Participatory expectations - Limited expectations are universally perceived to be amongst the most disabling barriers to PWDs? community
participation. The project aims to ensure PWDs participate to the best of their abilities without imposed ?expected restrictions?.
? Psychological safety ? PWDS experience a sense of belonging when other members of a community value what they have to say and expect them to
contribute to the wellbeing of the community. The project will promote self-confidence in PWDs, to remove the barrier to community participation.
? The projects aims to ensure full engaged of PWDs in community projects without the social history of mainstreaming community settings, i.e. not
making isolated specialized spaces that promote isolation.
? Provision of interpretation services for the deaf will be key.
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The project takes into consideration the fact that if people with disabilities are at liberty to negotiate their way of being in the community and new
interpretations of bodily difference, new forms of reciprocal association will emerge.
The project intends to help PWDs to use and harness drama, cabaret, writing and visual media to express views and experiences of impairment which run
counter to mainstream expectation in a narrative controlled by themselves.
Involvement of Minority Groups
To ensure participation of minority groups in the project, the following measures will be undertaken:
? Engaging the most influential leaders representing the major groups in the communities, and forming a diverse community advisory board or
council, from the beginning to provide guidance. The history of exclusion and power differences could be explored during meetings of such
community councils. The group could also help in the review, analysis, and summary of information on disparity.
? Working with the community council to identify potential entry points and/or strategies for building an inclusive community. It is important to
consider the way in which a problem or concern is raised and described by different groups and their leaders and the groups that may be associated
with being the perpetrators, objects, or by-standers of exclusive practices. This information will give a sense of the individuals or leaders who are
most ready for change and those who are most resistant to change.
? Bringing together people representing different groups as equals in terms of power, respect, and importance. Processes and procedures, formal or
informal, will be put in place to ensure that people are treated equally and that decisions are made collaboratively. Language differences, for instance,
will be taken into consideration during meetings and other forms of interaction, e.g. by provision of interpreters.
In order to prioritize which common concern should be addressed first, for instance, the project will consider:
- The concern that impacts the most number of groups.
- The potential consequences, if the concern is not addressed.
- The feasibility and practicality of addressing and resolving the concern.
- Results from past practices.
A common goal helps groups understand that they share certain desires or goals, which compels them to work together rather than against one
another.
? Creating opportunities for members of different groups to identify and share their similarities and differences. By getting to know someone as an
individual, there is less of a tendency to perceive another group as monolithic and homogenous. This allows members of groups to recognize that
even though they may differ in some ways, they may share a common identity or common goals and perceptions in others.
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The project intends to build in time for informal social opportunities to talk, share a meal, etc. as part of these discussions on shared goals. Activities
and events to celebrate the community's diversity will also be coordinated.
Education of the different groups and the larger community about conditions and forces that help shape a group's identity and current situation is key.
This is essential, because otherwise, groups can end up appreciating their similarities only and ignoring the structural factors (e.g., institutionalized
racism) that underlie and perpetuate their differences. If the root causes for such differences are not recognized and addressed, the change that comes
about from the project might end up being superficial or short-lived.
? Allowing for the identification of each group?s assets and using them as part of the project?s efforts. Assets in this context refer to the values,
traditions, historical events, art forms, language structure, and other characteristics that make a group of people proud about their identity.
The project intends to find opportunities for this type of exchange to occur throughout the implementation period. Such opportunities could be created
for members of the ?community council? and during other community discussions.
Local newspapers will be used to publish a series of articles about the assets of each major group in the community, popular radio stations will also be
asked to allocate weekly air time to share such information. Such exchange platforms will be used as a way to point out misinformed stereotypes or
perceptions.
? Identifying, respecting and transforming conflicts into improved capacity and relations in the communities. In recognition of the fact different
cultures have their own ways of dealing with conflict, the projects intends to engage an outside facilitator who will be able to work with project team
and the community council throughout the implementation period to transform conflicts.
? Ensuring institutional support for promoting inclusion, equity, and justice. Equity means that everyone has equal access to economic, social, and
educational opportunity. Justice means we uphold fair treatment and due reward in accordance with honor, standards, or law.
The project aims to garner support from institutions e.g., local governments, schools, community networks, faith groups, the media, to create creating
an environment that supports you?re the project?s effort. Making presentations about you?re the effort or inviting them to participate in an event or
activity would help attract support.
Institutions will be shown how they could benefit by valuing and including all of the major groups.
? Acknowledging and celebrating successful collective action. Successful collective action not only improves a community, but also strengthens the
groups' relationships. It reinforces the positive experience and outcome of working together. The ?council? could also be encouraged to make an
award to the groups that were part of the success. The organization that played a big part in the success could host an open house and invite leaders
and members of all the groups to join in the celebration. The project will ensure that during such celebrations an invite is sent to an important person
in the community (e.g., the mayor, school principal, faith leader) to inaugurate the event, with coverage in an article for the local newspaper.
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In the acknowledgement and celebration, it will have to be pointed out the fact that success was possible because the groups built on their strengths,
appreciated their diversity, and worked together on a common issue.
? Sustaining the relationships, strategies and changes at multiple levels, including the individual group, and institutional levels. This is important
because no matter how minor or insignificant they may seem to be, they become the tools for managing the process of building an inclusive
community. To achieve this, the project will create opportunities to maintain frequent contact and cooperation among the groups.
The communities will be encouraged to come together to start new multicultural after school programs, for instance, and if successful, they will be
encouraged to institutionalize the program. This project will encourage communities to then hire a grant writer to identify additional funds to continue
the program
Use of local languages
? Engagement of interpreters
? Participatory videos
? Support to local community media,
? Organization of workshops, seminars, trainings, plays, various interactive events,
? Production of media content etc. aimed at improving accessibility to community projects,
? Promoting participation of vulnerable groups in the media and increasing their visibility,
? Developing their creativity through encouragement of participation in local art for alternative livelihoods,
? Enabling active and healthy aging amongst the vulnerable through participation in sports, cultural activities, etc.,
? Encouraging active involvement in the community and strengthening caregivers, cultural workers and other relevant experts for work with vulnerable
groups.
? Promotion of accessible infrastructure
Notable Community Participation
The project aims to promote the inclusion and participation of marginalized key groups in CBMNR-focused NGO/CBO decision-making platforms and roles,
e.g. sitting on Trust Boards.
Through constitution and policy review exercises, the project will help the NGOs/CBOs decide on what percentage of Board membership, for instance, could
be occupied by individuals from vulnerable groups.
Youth Involvement
Efforts that are intended to foster effective youth involvement in the ?Jala Peo? Initiative are as follows:
? Involvement of older youth in need of community service credit, skill attainment, and experience in the research or data collection phases of the
project, and service of younger adolescents as volunteers and future community activists. Youth audiences to be reached via social media and other
youth-friendly platforms. School-going-age youth will be recruited during school assemblies.
? Allowing youth to set an example for other youth. Expected results include youth involvement, leading to positive effects on other spheres of their
lives. Such leadership roles will enhance their social and civic development. Youth to address others on CBMNR projects and their advantages to
their communities.
? Motivation of youth for involvement by impressing on them how their involvement will make a difference in changing the local conditions they find
non-conducive. Youth will be appreciated as sources for new ideas and services. Information on youth roles will be delivered through initial
consultations at the onset of the project.
? Significant obstacles to community youth involvement, which present direct implications for applied program and policy development will be
removed. If youth were provided with voting privileges in issues relating to the running of community projects, they might be more likely to be active
participants in community development efforts. This would indicate that they are welcome in the decision-making process, that their opinions are
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valuable, and that they have the knowledge and understanding of issues to significantly contribute to debates. Providing voting power to youth also is
likely to foster a sense of ownership and contribute to youth being long-term players in community development efforts.
? Promotion and recognition of the contributions of youth, including marketing, promotions, media coverage, and other public recognitions. Awards,
official acknowledgement, and commemoration events would further promote youth contributions, sending the message that youth participation is
important and valued.
? Applied efforts will take the form of public acknowledgement of youth contributions, formal announcements by local leaders that youth are making
important differences, and formal invitations for youth of all ages to become involved in a variety of community building activities related to the
project.
? Overall, the projects appreciates the fact that civically active youth present a remarkable opportunity for advancing community-based programs and
can significantly contribute to the development of new programs and policies. Further, active youth present the opportunity for long-term
involvement and ownership of these initiatives. Building on this opportunity, active youth can be a cornerstone of CBMNR efforts designed to
improving local well-being.
Capacity - Building Component
The project aims to provide specialized capacity building programs for the different CBOs by starting with baseline studies that will identify the shortage of
skills and implement mitigation interventions through work-based and practical approaches. The dissemination of best practices will be extended to other
areas through tailored training programs.
i) Capacity Building
The project is designed to be both game changing and additive. It purports to build on the foundations of the NGOs/CBOs? institutional infrastructure and
NCONGO?s past efforts towards their development, while also bringing in innovative partnerships and new perspectives. As such, CBOs? will be enabled to
progress towards a more robust sector and a more integral role in the country?s development. In particular, the project will:
? Build on the basics of the NGO/CBO framework: Our strategic approach will be to strengthen the core capacities of the funded NGOs/CBOs so they
can more fully and effectively carry out their legally approved mandates to support the communities they serve. By focusing on their missions, the
project?s capacity building approach will foster and promote specific skills and systems, e.g. management of projects, finances, etc. that can in turn be
applied in the field.
Move beyond systems development to support the view of the ?organization as an enterprise?: Systems, policies and procedures (the infrastructure of
an organization) are indeed critical to organizational development. Past efforts in Ngamiland/Okavango sub Districts have admittedly made great
strides in helping the NGOs/CBOs establish these basic structures. This project aims to now build on these foundations to help each NGO/CBO
develop its capacity to self-manage as an enterprise. This does not mean as a ?business?, as these organizations are not for profit, rather, it means to
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? frame the organization as the vehicle for delivering on the bottom line within its services? market. From an implementation and on-going management
perspective, this view helps to guide decisions. If the NGO/CBO?s Success Competencies are the components of the vehicle, an enterprise mind-set
guides both how to design and operate and also how to navigate. Maintaining this perspective in business planning and building NGOs/CBOs?
capacity will help to maximize the value delivered and will work to support healthy, sustainable organizations.
? Leverage value of the Botswana private sector?s resources in management capacity: The strongest institutional capacity for organizational
development is not established simply through transfusion from technical experts. Real capacity, which involves much more than systems and
policies, will be sustainable only in the presence of a strong local ecosystem of role models, mentors and peers. This project will provide the highest
quality of technical content, but will also ensure by way of its very design that this ecosystem is present. It proposes to engage the private sector in an
innovative way?not as employers or funders, but as primary partners in strengthening the Panhandle civil society sector. Indeed, private sector
institutions are respected for their own management capacity, as well as for the strong systems that support organizational development within the
private sector itself. The project aims to tap into that expertise and bring the private sector into the civil society support group as peers and role
models through mentoring and coaching. This way, the Panhandle NGOs/CBOs will gain not only on systems, trainings, policies and plans, but also
on the local relationships that will help leaders deal with the growing pains of implementation, connect with resources and learn from different
perspectives on managing ?an organization as an enterprise?.
? Facilitate registration of GEF funded CBOs with Local Enterprise Authority (LEA): As social enterprises the CBOs do not only qualify for training
and mentoring by LEA, but they also have a potential to benefit from other LEA mandates, e.g. promotion of citizen entrepreneurship. By promoting
CBO partnership with LEA, sustainability of the projects they run would automatically be ensured.
Gender Focus
This project recognizes the need to distinguish between approaches to reach women as participants, those that benefit women, and, finally, those
that empower women, in relation to project objectives, set of activities the project undertakes (strategies) and the ways it measures its impact (indicators).
Simply reaching women does not ensure that they will benefit from a project, and even if women benefit (e.g. from increased income or better nutrition), that
does not ensure that they will be empowered (e.g. in control over that income or making choices of foods for their households).
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Many projects implicitly assume that effectively reaching women is sufficient to benefit and empower them. While counting and facilitating women?s
participation is important, programs that only record the number of female participants may miss important intra-household and community dynamics that
might dilute or redistribute program benefits away from women. For example, if a woman participates in a livestock transfer program, she may be counted by
the project as a livestock owner, but when she takes the livestock home, does she or her husband decide whether to sell it or its products and control the
income earned from their sale?
The cultural practices in most of rural Botswana have the husband in a decision-making power position over all things happening in the home. The project,
though not intending to erode cultural practices, aims to engage women in such a manner as to empower them to make decisions that affect their livelihoods
and to get them to understand that this is expected of them when given funded projects that require them to responsibility in seeing to their success and
sustainability. The project intends to see women:
? Not only engaging in projects and activities that succeed in increasing their income, but also increasing their control of that not only that income, but
also that of overall household income.
? Engaging in project activities that will have sustainable benefits due to increased women?s bargaining power within the household.
? (and if it is accompanied by ) Engaging in projects that would bring material benefits that can be shared by other members of the household, including
the man. If this occurs, changing the underlying balance of power between men and women may be easier and less prone to backlash against women.
The project takes into consideration that, conversely, projects exclusively focused on benefiting women may fail to consider appropriate roles and benefits for
men, and may not be accepted by men (or men and women!) in the household or entire communities. As a result, this initiative aims to have a balanced sand
shared power and responsibility amongst males and females, with relevant platforms being availed for men to understand the benefits of shared
responsibilities and to appreciate the strength of the woman.
Through various interventions, the project also aims to focus on shifting gender norms and attitudes, such as those that aim to change attitudes towards
gender-based violence, targeted to the community, particularly influential community members, rather than to individual women.
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The project also aims to increase women?s access to information, form new networks, and strengthen confidence. In order for this project?s theory of change
to be tested, project objectives, strategies, and indicators need to be aligned.
This project aims to have both men and women participating in development projects that are culturally known to be reserved for the opposite sex, e.g.
Agricultural development projects have traditionally targeted men, despite evidence that women are heavily involved in agriculture, while Nutrition
programs, on the other hand, have typically targeted women, even if they may not have the bargaining power to control the resources needed for their
families? food and nutrition security.