Output Group 4—Communication & Capacity Building

Effective communication is vital to:

• increase understanding and awareness of the GRDC, and how the organisation is a leader in rural RD&E and provides value for money to the grains industry, the Australian Government and the wider community
• promote awareness and adoption of the outcomes of the GRDC’s RD&E investments, to help achieve the GRDC’s primary objective of supporting the grains industry’s competitiveness through enhanced profitability and sustainability.

The Communication & Capacity Building output group produces high-quality, innovative communication products to meet grains industry needs. The output group invests in a range of programs to enhance awareness and adoption of the outcomes of GRDC investments.

Australian grain growers are a diverse audience, and their information needs and preferred delivery mechanisms vary. The output group uses a combination of printed, electronic and video channels to reach growers. A social media strategy is being developed as a platform to further interact and communicate with stakeholders.

Communication & Capacity Building takes part in joint activities with research partners, government agencies and industry bodies, recognising the important role they play in influencing on-farm decision making. Such collaboration helps to optimise the dissemination of new information.

The output group also supports initiatives to encourage and develop capacity in education, training and technology transfer for researchers and the wider industry. By supporting activities that encourage new entrants, as well as supporting continuing professional development, the GRDC aims to build a dynamic and resilient team to ensure the ongoing prosperity of Australia’s grains industry.

Table 18 summarises the achievements of the Communication & Capacity Building output group against its performance measures for 2010–11 and its objectives and strategies for 2007–12. The following sections describe some of the results of the output group’s work during the year.

Communication campaigns

A range of innovative communication campaigns were effectively implemented nationally and in the three regions. These integrated approaches to address priority issues identified by the regional panels and National Panel have resulted in tangible outcomes for grain growers and the Australian Government. The campaigns all include the development and implementation of a communication strategy which outlines specific objectives and results in the development of a range of communication products and information packages.

In 2010–11 four national campaigns and four regional campaigns were developed and implemented. The national topics were climate, productivity and profitability, panel profiles and wheat breeding. The regional campaigns covered root lesion nematodes and crown rot in the north and south, and non-wetting soils and frost in the west.

National campaigns

A key element of the climate campaign is the national network of 21 Climate Champions. The Climate Champions are grain farmers who tell the stories of how they learned about, tried and adopted new farming practices that helped them to create successful businesses which minimise losses in the bad years and maximise profitability in the good ones. The practices relate to a range of the GRDC’s RD&E investments; examples include no-till farming, trash retention in sugar cane, stubble retention, crop rotation, mounding of crops, and methods of preserving water in the soil and coping with non-wetting soils. Video case studies of the farmers and their practices have been published on the Climate Kelpie website and are proving very popular. The Climate Champion farmers are capitalising on this popularity, attending field days, meeting with farmer groups and giving media interviews. Together, they have garnered 186 media items over a 12-month period since March 2010—an average of one item every two days. The climate communication campaign has also developed non-technical summaries of 42 GRDC climate investments and produced content for 18 Top Paddock fact sheets.

The productivity and profitability communication campaign aims to increase growers’ awareness of the value of the GRDC levy and GRDC investments. In 2010–11 activities focused on the theme ‘The Way We Were—20 Years of GRDC’ and a national competition inviting grain growers to reflect on how the GRDC had contributed to on-farm change and increased productivity over the past 20 years. The launch of the competition included the distribution of national media releases and the production of four YouTube videos of the GRDC Chair promoting the initiative and encouraging growers to take part. The campaign launch received media uptake in over 50 media outlets and reached an audience of more than 1.3 million Australians; the YouTube launch videos received 550 hits. The competition winners—Tony White from the Western Region, Anne Williams from the Northern Region and Craig Reynolds from the Southern Region—will go on an international study tour in August 2011, to visit some of the world’s leading grains research facilities and learn about the GRDC’s international collaborations.

The panel profiles campaign aims to increase growers’ awareness of the GRDC panel members, and build understanding of the role of the GRDC panels in feeding grower research priorities into the GRDC’s annual RD&E investment plan. There were three elements to the campaign in 2010–11: profiling existing panel members, encouraging people working in the grains industry to apply for the new round of panels in early 2011, and profiling the new panel members. The campaign produced information packages for each panel member, which were sent to regional media and rural weekly newspapers (printed and online versions) and uploaded to the GRDC’s website and YouTube channel http://www.youtube.com/user/theGRDC. When the new panels were announced, profiles were added or updated as required, and media releases were distributed at local, state and national levels, resulting in around 70 media clips. The current profiles are available on the GRDC’s website and YouTube channel.

The wheat breeding campaign focused on informing grain growers of the change to the GRDC’s investment in wheat breeding in Australia. The corporation no longer invests grower levies in commercial breeding, but invests in pre-breeding in areas that target growers’ commercial priorities, such as tolerance to drought, frost and salinity, and disease resistance. This was communicated through the placement of several feature articles in newspapers across Australia and the development and distribution of a fact sheet for growers.

Regional campaigns

The regional communication campaigns were very successful in achieving their stated objectives.

The root lesion nematodes communication strategy was developed based on results of a survey of 112 growers and advisers. Key outcomes included participation in two field days at root lesion nematode study sites with the Queensland Department of Employment, Economic Development and Innovation (DEEDI); the production of 12 videos for YouTube; and participation at two GRDC grower updates where presentations on root lesion nematodes were filmed and made available online via VCASMO. The campaign also resourced the development of several communication products, including three banners; a digital information display and interactive survey for use by researchers at field days; an online map to show DEEDI’s soil-testing results for nematodes between 1998 and 2002; and a blog for researchers to keep information on nematodes in one place and up to date.

The crown rot communications campaign successfully used the tagline ‘Stop The Rot’ and a play on the words ‘Rotate, Observe, Test’ to raise awareness of crown rot, its implications and recommended management strategies. The multifaceted campaign delivered key messages through feature stories and media releases in the print media; multimedia, including DVDs featuring interviews with researchers and growers; and direct-mailed brochures. The campaign drew together existing GRDC and researcher literature plus material generated specifically for the campaign into an information pack which was distributed to growers and advisers at the GRDC Updates.

The non-wetting soils campaign produced three media releases and two feature articles. The campaign strategy was updated and refocused to engage effectively with growers, in consultation with the Western Regional Panel.

The frost campaign produced four media releases, three feature articles and 10 grower group and consultant communication products. The campaign strategy was updated and refocused to engage more effectively with growers in the west, and to align with the pre-breeding frost strategy developed in 2011.

Media

A full day of interactive media and presentation skills training was provided to 42 GRDC panel members to increase their confidence in dealing with the media. This training supports the delivery of the GRDC’s media program and ensures that panel members are prepared to provide appropriate information about GRDC investments to journalists, and to interact effectively with the media.

Information packages

In 2010–11 the GRDC provided pre-packaged content on the most recent research results relevant to grower needs, in readily accessible and user-friendly formats that meet the needs of a diverse range of customers.

The GRDC developed and produced three episodes of Ground Cover TV and distributed it to all grain growers who receive Ground Cover; distributed 42 packaged Driving Agronomy radio programs to commercial radio; and produced 36 Over the Fence videos and written articles for FarmOnline and print media. All of the new video content was made available through the GRDC’s YouTube channel.

Publications

Grower fact sheets

In consultation with growers, researchers, industry representatives (including the National Agribusiness Reference Group), and GRDC regional panel members and program managers, Communication & Capacity Building identifies suitable topics for the GRDC’s popular series of fact sheets for growers.

The timing and delivery channels for each fact sheet are determined to fit the subject matter and its intended audience. The majority of fact sheets are distributed as inserts in the GRDC’s Ground Cover newspaper, and made available at grains industry events. Additional reprints are often required to meet demand from interested parties such as grower groups, agribusinesses, agricultural colleges and agronomists. All fact sheets are available in electronic format through the GRDC website.

In 2010–11, 38 fact sheets, covering both national and regional issues, were published and distributed. Three editions were published as targeted responses to emerging issues in relation to retaining seed (saving weather-damaged grain for seed), mouse management, and fertiliser toxicity. As emerging issues were identified, the GRDC ensured that the fact sheets moved quickly through all stages of production, so that growers would have access to the information they needed to make well-informed on-farm decisions.

Ground Cover newspaper and supplements

The GRDC’s bi-monthly newspaper Ground Cover continued to deliver relevant and timely research information to growers in 2010–11.

In the past, the newspaper focused on delivering information about agronomic factors across the farm. Growers are increasingly asking for more advice on the best way to fit together the various components of available knowledge, to gain the best effect—not only in terms of production, but also in terms of profitability, use of inputs and management of risk.

In response to this trend, a new regular column was introduced in the January/February 2011 edition of Ground Cover. Entitled Dollar$ and $en$e, the column is aimed at keeping grain growers up to date with the latest information on farm business management. Themes addressed in the column have included debt retirement, decision making, tax strategies and succession planning. Dedicating a regular, branded column to the topic of farm business management is one of seven new investments by the GRDC in the Farm Business Management Initiative.

In addition, the GRDC published the Ground Cover Farm Business Management Supplement in 2010–11, to highlight some of the work being undertaken by the GRDC to assist farm business decision making at a number of levels.

GRDC awards and scholarships

The GRDC helps to build capacity in the Australian grains industry and related research disciplines by providing targeted awards and scholarships. The GRDC places a high priority on the dissemination and communication of the knowledge and learning outcomes that the recipients gain through these awards.

During 2010–11 the GRDC undertook a review of all GRDC training awards offered under the Communication & Capacity Building program. The GRDC is now implementing recommendations from the review, including amending award criteria, modifying application forms and reporting requirements, enabling application forms to be submitted electronically, and offering additional opportunities for students with an interest in agriculture.

Education and training scholarships

The GRDC offers six categories of scholarships to support education and training in areas which may ultimately benefit the Australian grains industry. The scholarships awarded in 2010–11 are summarised in Table 17; more details are provided in Appendix B.

Grains Industry Indigenous Training Awards is a new category of student support that commenced as a pilot program in 2010–11. The awards assist individuals of Aboriginal or Torres Strait Islander background to undertake work placements, tertiary study and other forms of training approved by the GRDC. The aim is to develop new skills, build relationships and provide capacity in grains RD&E among Indigenous Australians, and for recipients to acquire new information that will contribute to the sustainability and profitability of the Australian grains industry.

Travel Awards

The GRDC granted 11 Travel Awards in 2010–11 to individuals or small groups wishing to attend a conference or undertake travel that may ultimately benefit the Australian grains industry.

Travel Award recipients are selected on their individual merits against the selection criteria and the GRDC’s priority research areas. The main criteria used in evaluating applications include:

• the likely benefit to the Australian grains industry
• the scope of the proposed plan for communicating the learnings gained from the travel
• the level of financial support from the applicant’s employer
• previous travel grants received by the applicant from the GRDC or other organisations
• previous travel undertaken by the applicant
• whether the applicant will be making a presentation at a conference.

Industry Development Awards

The GRDC granted eight Industry Development Awards in 2010–11. These awards allow groups of Australian grain growers to take part in study tours or other forms of training that will help them develop new skills, build relationships and contribute to the sustainability and profitability of the Australian grains industry.

Conference sponsorships

The GRDC sponsors organisations that wish to conduct a conference, workshop, seminar or field day that will directly benefit the Australian grains industry. Twenty-nine were sponsored in 2010–11.

Capacity-building collaborations

The GRDC collaborates with other organisations to leverage their individual contributions to more effectively build capacity across Australian primary industries, with particular benefits for the grains industry. In 2010–11 the GRDC’s contribution included support for programs for high school students; research grants for university students, researchers and growers; and professional development opportunities for future leaders.

Programs for secondary school students

Primary Industry Centre for Science Education

The GRDC’s support for the Primary Industry Centre for Science Education (PICSE) is seeking to increase participation in post-compulsory science education, particularly in tertiary agricultural science, to address current and predicted skill shortages in the grains industry.

The GRDC is part of the PICSE initiative, a partnership funded by the Australian Government, universities, rural R&D corporations and primary industry bodies to attract students into tertiary science and increase the number of professionals in agribusiness and research institutions.

The program operates through eight activity centres around Australia, at which science educators work with teachers and students to explore agrifood science and career opportunities. It delivers class activities, teachers’ professional development, teaching resources, student camps and student industry placement programs.

Each year PICSE adds to its collection of teaching resources. These resources are selected annually to reflect topical issues in the grains industry, and relevant work being undertaken by GRDC researchers. They are produced as a collaborative output from all the activity centres and made freely available to all teachers both inside and outside the PICSE network. In 2010–11 the resources included the following topics:

• Organic Chemistry—Its Role in Industry
• Biology in Context—Advances in Plant Genetics
• Science Taking You Places—An Introduction to Scientific Enquiry (years 7–9)
• The Science that Supports our Primary Industries (years 10–12)
• Chemistry and Biology Interactive Lessons—Science Linking with Primary Industries.

National Youth Science Forum

The GRDC supports the National Youth Science Forum, which aims to encourage students from across Australia to enter science- or engineering-based university degrees and to explore associated careers. The experience involves presentations, debates, personal development sessions and visits to science, research and engineering facilities.

The forum encompasses two 12-day intensive residential programs held at the Australian National University in Canberra, and one 12-day intensive residential program held at the University of Western Australia in Perth. In 2010–11, a total of 450 year 12 science students took part.

Four GRDC staff gave presentations at the forum, including information about their own journeys through agricultural science. Staff also held informal discussions with each of the student groups during the program.

The forum includes follow-up seminars and visits to various university campuses and industry sites around Australia, each involving between 50 and 150 students from the residential programs. Around 40 of the top students are selected for leadership development and take on the role of team leaders at the following year’s forum.

BHP Billiton Science Awards

The GRDC has been a partner in the prestigious BHP Billiton Science Awards since 2007. The GRDC’s aim in sponsoring the awards is to build capacity by providing incentives and recognition for students with potential to excel in Australian rural industries.

BHP Billiton, CSIRO and the Australian Science Teachers Association work with the association of science teachers in each state and territory to select finalists for the awards.

The GRDC Prize for Sustainable Agriculture in 2010–11, for the best entry related to agriculture with an environmental sustainability focus, was presented to Sam Quinn, from Lyneham High School in the Australian Capital Territory, for his project entitled ‘Is an activated carbon filter effective at reducing the pH level of greywater so that it is safe for use on plants?’.

CSIRO undergraduate summer school

The GRDC is a sponsor of the CSIRO Plant Industry Summer Studentship Program. The program runs for 10 weeks and is tailored for second- and third-year university students.

Each student works on a project alongside a CSIRO research scientist at one of CSIRO Plant Industry’s sites, in Adelaide, Brisbane, Canberra, Narrabri (New South Wales) or Perth. Projects are designed to ensure that students have the opportunity to learn new techniques and approaches, and to understand the importance of scientific research in the context of the delivery of practical outcomes. At the completion of the program, the students prepare final reports on their findings and present their results in a public forum.

Science and Innovation Awards for Young People

The GRDC is a sponsor of the Department of Agriculture, Fisheries and Forestry Science and Innovation Awards for Young People in Agriculture.

To qualify, applicants must be aged between 18 and 35 and working or studying in an agricultural, fisheries, food, forestry or natural resource industry. Applicants are required to submit a proposal for an innovative project that could be completed within 12 months, and addresses a significant issue facing rural industries. Winners are selected from a competitive field from across Australia, based on their projects’ potential benefit to Australia’s rural industries.

In 2010–11, Timothy March won the GRDC Award with his project entitled ‘Hi-SELECT genotyping assay: Development of an open-source, customisable, and high-throughput genotyping assay for the plant-breeding industry’.

Nuffield Australia Farming Scholarships

The GRDC supports the skill and leadership development of people working in the grains industry through its sponsorship of the Nuffield Australia Farming Scholarships.

These scholarships give Australian primary producers the opportunity to travel overseas to study a research topic related to farming practices in New Zealand, Europe, Asia or the Americas. The scholarships provide a better understanding of the forces shaping international trade policy in key markets, the issues behind consumer sentiment and the technological advances being made by producers overseas. The scholars are expected to actively spread the knowledge and understanding they have gained, to benefit their farming sector.

The 2010–11 GRDC scholars are:

• Craig Duffield, from Ramco in South Australia, who plans to visit Brazil, Canada, the United Kingdom and the United States to study the future of the family farm in marginal areas.
• Michael Foss, from Bruce Rock in Western Australia, who plans to visit New Zealand, South America, the United Kingdom and the United States, to study corporate and family farming structures and the impact they have on issues such as productivity, profitability, the environment and R&D.
• Aaron Sanderson, from Ayr in Queensland, who will travel to countries such as Brazil, Cambodia, Thailand and Vietnam to study on-farm practices and systems in wet tropical areas and how they may relate to food production in similar environments in Northern Australia.

Australian Rural Leadership Program

The GRDC supports the development of grains industry leaders through the Australian Rural Leadership Program. The program’s objective is to produce a network of informed, capable and ethical leaders who are able to work collaboratively to advance the interests of their industries and communities and rural Australia in general.

The program is delivered over 18 months, during which participants attend seven sessions spread over 60 days, and accepts up to 35 people each year. Recognising the benefits of diversity, the program selects men and women, including Indigenous people, of various ages, from different employment backgrounds and from places with different climate and geographical conditions.

The GRDC-sponsored participants on the course commencing in 2010–11 were:

• David Jochinke, from Murra Warra, Victoria. David is a self-employed, third-generation farmer primarily producing cereal, pulse and oilseed crops as well as finishing prime lambs as a secondary enterprise. He plans, manages and executes daily operational activities related to the production of crops as well as livestock nutrition, husbandry and welfare on his 2,000 hectare property.
• Andrew Rice, from Parkes, New South Wales. Andrew is an agricultural consultant with more than 16 years experience in providing integrated technical and management advice to farmers and grain growers in central-west New South Wales. Andrew is an active member of a mixed farming business that includes a winter crop (wheat, barley and canola), beef cattle for yearling production, and merino sheep for wool and lamb production.

Vavilov–Frankel Fellowships

The GRDC supports the conservation and use of plant genetic resources through the Vavilov–Frankel Fellowship Fund, which enables outstanding young scientists (aged 35 years or under) to carry out relevant, innovative research outside their own countries for a period of three to 12 months. Applicants must demonstrate the importance and benefit of their proposed research to their home country, and indicate how it will be applied upon their return. In this way, the Vavilov–Frankel Fellowship Fund helps countries to build the scientific capacity they need to effectively manage and use plant genetic resources.

Proposals that might be supported by the GRDC must be carried out at an Australian research institute, address one of the research topics in the announcement, and meet at least one of the following four criteria:

• target a species that is a priority for both Australia and the home country
• work on any of the GRDC’s 25 leviable crops
• target an alternative, neglected or underutilised species with either environmental or economic potential for Australia
• use biotechnology in support of efficient use of plant genetic resources.

In 2010–11 the GRDC supported Li Ling, a pea breeder at the Liaoning Institute of Cash Crop in China. Li is Coordinator of the Chinese Edible Beans Industry Technical System, and her research is aimed at better understanding the environmental background of China’s collection of roughly 1,400 pea varieties. Li will be working in the Biosciences Research Division of the Department of Primary Industries, Victoria.

China and Australia have previously shared pea diversity to boost their breeding programs, but many of the Chinese accessions would be more useful if location data could be used to infer responses to biotic and abiotic stresses. Li plans to convert existing information for collecting sites to geographic coordinates, and combine this with climate and soil data for the various sites. The work is the first phase of a larger project which will test whether pre-screening of this sort results in a better set of accessions with the traits required by a breeding program than a random selection from the gene bank.

Case Study

 

Case Study

 

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