Proposal for consideration: Increasing adoption through campdrafting

Abstract

A question often asked by organisations participating in research, development and extension for Australia’s northern beef industry is: How can rates of adoption be increased? In this paper the authors highlight the importance of regionally based research and extension officers, and the opportunities that occur in those locations that allow staff to develop solid rapport with stakeholders—a key requirement to securing the adoption of research findings.
When extension officers are able to have credibility and interpersonal communication with their target group, they are able to transfer technology and secure adoption at a considerably higher level (Guerin & Guerin, 1994). Beef producers in northern Australia are typically time poor, often having to travel 500 km or more to attend extension activities. Similar distances and amounts of time are required to attend social and community events, however, priority for travelling away from the station is usually given to a community event. Gibson & Connell (2015) stated that participation in community events fulfils “an important civic emotional and psychological role in lifting community spirits and bringing communities together in otherwise adverse circumstances.”
Work within the community by research or extension officers can have a considerable impact on relationships formed with the target audience. Anderson (as cited in Guerin & Guerin, 1994) stated that “extension officers work with people, and therefore must be able to relate with them. They must be able to understand their problems and needs.” This statement is supported by Mwangi (1998) who found producers and extension officers “should operate in mutual interest networks by establishing rapport through friendship, and by avoiding any sense of superiority by either party.”
The answer proposed in this paper to the perpetual question of how to increase rates of adoption in the northern beef industry, is to emphasize the need for regionally based research and extension staff and their participation in community events (such as campdrafting), where rapport and trust with stakeholders can be established.