This Communication and Information Strategy (CIS) is firmly based on the NAADS
mission statement: Increased farmer access to information, knowledge and technology
through effective, efficient, sustainable and decentralised extension with increasing
private sector involvement in line with government policy. The NAADS programme calls
for fundamental changes in farmers’ and service providers’ attitudes, behaviour, skills,
and for new relationships among many stakeholder in the Ugandan agricultural
knowledge and information system. These very ambitious goals cannot be met without a
strategic and innovative use of communication methods and media.