Date of Graduation

8-2024

Document Type

Thesis

Degree Name

Bachelor of Science in Agricultural, Food and Life Sciences

Degree Level

Undergraduate

Department

Agricultural Education, Communications and Technology

Advisor/Mentor

Rucker, K. Jill

Committee Member/Reader

Miller, Jefferson

Committee Member/Second Reader

Cox, Casandra

Abstract

Women smallholder farmers in East Africa, including Uganda, provide the majority of agriculture labor. However, women are significantly less productive than men due to extreme barriers such as their lack of decision-making rights, inability to solely own land, and familial responsibilities. The purpose of this project was to create a full integrated communications and fundraising campaign for Her Mighty Hands, an agriculture extension nonprofit whose mission is to connect Ugandan women subsistence farmers to technology and knowledge which empower them to advance their agricultural business; enabling them to improve the quality of life for themselves, their families, and communities. Photos and videos were captured in Northern Uganda in 2022 which helped establish cultural awareness. Audience analysis dictated each step of the creation of media outputs: logo and branding guide, social media platforms, social media content creation, a full-scale website with sales capabilities, short-form videos, email marketing, and more. These aspects culminated in several fundraisers that had varying degrees of financial success, yet ultimately raised awareness and established brand credibility. After two years Her Mighty Hands has retained Ugandan women dignity while raising $20,000 and achieving brand recognition from the local to international level.

Keywords

Agriculture; Food Security; Media Campaign; Communication; International Development; Uganda

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