Reducing pesticide risks through social and behavior change communication: a case study of the Ukulima True campaign in Kenya

Introduction Although pesticides play a critical role in enhancing crop productivity, their improper use poses serious threats to health and the environment. This study assessed the effectiveness of Ukulima True campaign a Social and Behavior Change Communication (SBCC) campaign in Kenya, aimed at reducing pesticide risks by promoting safer farming practices. Methods A cross-sectional mixed-methods approach was used, involving surveys with 406 farmers and 12 Key Informant Interviews (KIIs) in Subukia Sub-County. Descriptive statistics such as frequencies and means were used to summarize the data. Evaluation findings were compared with the baseline values. The differences in all variables were assessed for statistical significance using chi-square test for categorical variables and t-test for continuous variables. Results The results show that 68% of farmers became aware of the campaign, with peer-to-peer learning and radio emerging as the most influential communication channels. The campaign led to notable behavior changes, with 86.4% of farmers adopting at least three Integrated Pest Management (IPM) practices and 85.7% regularly monitoring their fields for pests and diseases. Awareness of approved pesticides rose to 70%, while adherence to Pre-harvest Intervals (PHI) increased to 86.4%. The use of Personal Protective Equipment (PPE) during pesticide application also improved, and the uptake of Spray Service Providers (SSPs) increased to 18.6%, further reducing farmers' direct exposure to pesticides. Discussion This study demonstrates the value of SBCC in transforming pesticide-related behaviors in agriculture. A multi-channel, community-driven strategy proved effective in reaching diverse farmer groups and encouraging safer practices. The Ukulima True campaign successfully increased awareness and adoption of safe pesticide practices, demonstrating the potential of SBCC in risk reduction and sustainable agriculture. However, challenges remain in addressing PPE access, behavioral barriers, and gender disparities. Integrating SBCC with policy support and multi-stakeholder collaboration is crucial for sustainable pesticide risk reduction.