Narrowcasting Innovation Model for Extension Projects during the New Normal

Due to the COVID-19 pandemic, restrictions on face-to-face training and mass gatherings impacted extension activities aimed at transferring knowledge and technology to beneficiaries. This study developed a narrowcasting innovation model based on radio-based instruction and digital innovation to address these challenges. Implemented as the BukSU Bayanihan IEC Initiative Kontra COVID-19, the model transitioned extension training to radio-based modalities augmented by social media live streaming. The mixed-methods approach involved quantitative feedback via Google forms and qualitative insights from interviews and focus group discussions. This methodology effectively captured participant satisfaction, knowledge gain, and practical application across nine dimensions of the new normal, including Health and Wellness, Governance and Management, and Education. The initiative aired 40 radio episodes, which, when live-streamed on Facebook, reached 66,389 views and 143,056 people. Impact evaluation revealed high levels of satisfaction, knowledge gain, and practical application, with respondents reporting significant improvements in personal hygiene, governance, mental health coping strategies, and media literacy skills. The integration of digital platforms facilitated real-time feedback and engagement, ensuring continuous adaptation and responsiveness to community needs. The model’s success underscores its potential for broader application in extension programs, particularly in crisis situations where traditional interactions are limited. This study provides valuable insights for enhancing extension services under restrictive conditions, demonstrating the narrowcasting innovation model’s efficacy and scalability.