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This study assesses targeted media campaigns’ impact on promoting climate-smart agricultural practices among MGNREGA workers in Tamil Nadu. Using a Solomon Four Group design and a sample of 384 workers, the eight-week multimedia campaign employed TV broadcasts, pamphlets, posters, and videos. Pre-and post-campaign assessments, measured with a 36-item Likert scale, showed significant gains in climate change knowledge and positive attitude shifts. ANOVA identified Group 2, exposed to audio-visual and print materials, as exhibiting the most significant changes. SEM confirmed media campaigns’ direct impact on knowledge acquisition (β = 0.45, p < 0.001) and positive attitude formation (β = 0.32, p < 0.001), influencing economic outcomes. This study highlights the potential of media campaigns in enhancing climate-resilient behaviors and knowledge among MGNREGA workers, contributing to economic empowerment and community resilience to climate change for sustainable development.

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Building Climate Resilience: Empowering MGNREGA Workers with Sustainable Solutions for Climate-Smart Agriculture

  • 会议论文

  • 发表日期：

    2026年

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  • A. Ignacy,
  • Sunitha Don Bosco

摘要

This study assesses targeted media campaigns’ impact on promoting climate-smart agricultural practices among MGNREGA workers in Tamil Nadu. Using a Solomon Four Group design and a sample of 384 workers, the eight-week multimedia campaign employed TV broadcasts, pamphlets, posters, and videos. Pre-and post-campaign assessments, measured with a 36-item Likert scale, showed significant gains in climate change knowledge and positive attitude shifts. ANOVA identified Group 2, exposed to audio-visual and print materials, as exhibiting the most significant changes. SEM confirmed media campaigns’ direct impact on knowledge acquisition (β = 0.45, p < 0.001) and positive attitude formation (β = 0.32, p < 0.001), influencing economic outcomes. This study highlights the potential of media campaigns in enhancing climate-resilient behaviors and knowledge among MGNREGA workers, contributing to economic empowerment and community resilience to climate change for sustainable development.