Challenge: In the past, information sessions were held to inform the communities about seed that was available. We found that many people who wanted seeds were not reached. We needed a way to announce this year's seeds, and to carry the new FORTALEZA brand into communities.
Solution: We designed and produced these Promotional Posters. People on average have less than a 3rd grade education and are mostly illiterate -- so these posters were made to be visual and easily understood without words. Inspired community leaders and farmers were each given the posters at our Farmer Field Day, and they went back to post them at local stores and corn mills, where women and farmers visit every day. The poster's green color stood apart from the drab brown and concrete walls they were posted on.
Result: Ultimately, paired with oral announcements, these posters drew interest from nearly 2000 people across 25 communities (about a quarter of all families represented) who showed up to hear about FORTALEZA and obtain seeds. This demand far exceeded what it had been in previous years for Semilla Nueva.