Climate-Smart Media Reaches 2.5 million Rural People Across the South Caucasus

For many rural producers across Georgia, Armenia and Azerbaijan, climate change is no longer a distant concern. Unpredictable weather, changing seasons, water shortages, new pests and livestock health challenges are increasingly affecting agricultural production and household incomes. Faced with these challenges, farmers are looking for practical information that can help them make better decisions and protect their livelihoods.

A recent impact assessment of an SDC funded ALCP2 facilitated project aiming to deliver climate smart information to rural producers, found that climate-smart agricultural information delivered through television, digital media and social media channels reached approximately 2.5 million rural adults across the South Caucasus. More importantly, information was translated into action, with an estimated 247,394 rural households applying new agricultural practices and more than 194,000 households reporting increased resilience to climate-related risks. Behind these figures are thousands of individual stories of change.

‘I learned that silkworms are very sensitive to changes in weather conditions. Initially, I planned to raise them on the second floor of my house, where there is a lot of sunlight. After watching Agro Siakhleebi (Agrogaremo TV), I decided to raise them on the first floor instead. It turned out to be the right decision. The silkworms grew healthy, produced good cocoons and this ultimately resulted in financial benefits for my family’- sericulture producer from Akhmeta municipality stated.

‘I started saving water, collecting rainwater for irrigation and avoiding excessive use of agrochemicals. I learned more about soil management, biological fertilization, livestock production and climate risks. I am now applying this knowledge in my family farm’ – Farmers from Tsatskhveti village, Tkibuli municipality.

Similar changes were reported by other rural producers. A farmer from Didi Jikhaishi village in Samtredia municipality says that before establishing a blueberry plantation, he carried out a soil analysis for the first time. He also introduced seasonal feeding practices for his cattle and began consulting a veterinarian regularly. In Tsalka municipality, a livestock producer says information about animal health and modern farming equipment helped improve the efficiency of his farm, he also arranged drinking water points for animals and purchased a milking machine. The findings highlight the important role of quality media and information systems in helping rural communities adapt to climate change, improve agricultural practices, and strengthen resilience across the South Caucasus.

The project Improving Media Content for MSMEs and Rural Producers Dependent on Agriculture and the Use of Natural Resources in Georgia, Armenia and Azerbaijan was implemented by the Journalism Resource Centre (JRC) from 2023 to 2026 funded by the Swiss Agency for Development and Cooperation (SDC) and facilitated by the ALCP2 programme.