RN Sustentável (Sustainable Rio Grande de Norte)

Objectives:

to produce a prototype communication tool for promoting the exchange of relevant information between family farmers, rural extension workers, and public and territorial administrators to strengthen local capacity for sustainable development.

Highlight:

the Conexão Rural (Rural Connection) product has been developed, and validated at territorial workshops.

Parameters:

  • Registration: Developed by NIPPON through territorial workshops to validate the prototype;
  • Audience: Family farmers in the milk production chain, with a preference for those in the Leite Potiguar (Potiguar Milk) Program;
  • Phraseology: Automated interactive sequence to demonstrate the governance features and quality of SMS Rural, through self-activation;
  • Incentives:There was no financial incentive for testing the prototype.

MGov solutions:

  • Self-activation;
  • Interactive SMS campaigns.

Main results:

  • Prototype validated by territorial workshops and contracting of SMS Rural by RN Sustentável undergoing analysis.
 
 

Programa Leite Potiguar (Potiguar Milk Program)

Objectives:

to understand if the Potiguar Milk Program, the largest initiative of the State Government in the social arena (approximately BRL80 million per year, benefitting 150,000 families per day), actually achieved its strategic objectives.

Highlight:

Given the results, the State Government made municipal management of the program universal, with potential impact on 150,000 beneficiary families.

Parameters:

  • Registration: Face-to-face, when collecting milk, by the Social Assistance Reference Centers (CRAS), with support material produced by MGov;
  • Audience: 700 beneficiaries of the social program in 36 municipalities in the State of Rio Grande do Norte (RN), spread across all 10 rural territories;
  • Phraseology:45 questions about the quality of the targeting (profile of the audience and use of the milk) and about the distribution logistics (frequency, quantity and quality) of the program;
  • Incentives:BRL6.00 in pre-paid cellphone credit for completing the whole survey.

MGov solutions:

  • Self-activation;
  • Voice Response Unit calls.

Main results:

  • Targeting and logistics are inefficient: A significant proportion of the beneficiaries did not fit within the priorities for assistance, and the opinions of the frequency, quantity and quality of the milk distributed were very negative;
  • Targeting and logistics are inefficient: A significant proportion of the beneficiaries did not fit within the priorities for assistance, and the opinions of the frequency, quantity and quality of the milk distributed were very negative;
  • The State Government made municipal management of the program universal, with potential impact on 150,000 beneficiary families.
 
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