These reflections emerging from the Food and Agriculture Organization's long involvement in communication for development focus on lack of physical communication infrastructures accommodating development work; human dimension; more systematic media use; use of educational radio and portable video recorders; political considerations; and need for…

Describes a project in which summative evaluation was successfully applied in guiding the content of a rural media campaign to increase rice production in Sierra Leone, and in judging the campaign's impact upon completion. The pretest phase of the evaluation, project material development, and evaluation results are described. (MBR)