Developed by the International Rice Research Institute (IRRI), 104 episodes of the radio soap opera "Chuyen Que Minh" (or "Homeland Story") were broadcast between July 2004 and July 2005 over the Voice of Ho Chi Minh City and Voice of Vinh Long in rural Vietnam. The purpose was to create favourable attitudes and to change practices related to managing pests, fertilisers, and seeds. IRRI was motivated by the observation that rice farmers' main pest control tactic is the use of pesticides. However, large proportions of their sprays are often misused because of poor knowledge and decisions: although farmers generally focus on highly visible pest damages, like those caused by leaf folders in the early crop stages, these damages have little or no yield loss consequences.

The pre-test–post-test experimental design was used to assess the effects of the drama, as the broadcasts were far-reaching; evaluators were unable to maintain a control where the radio broadcasts had not reached. Prior to developing the questionnaire for each of these surveys, the authors conducted focus group discussions (FGDs) to gather materials to structure and frame the questionnaires. The questionnaires were prepared in English, translated into Vietnamese, and pretested before they were finalised.

Audience analysis (605 farmers): January 2004
Pre-test survey (600 farmers): May 2004
Post-test survey (609 farmers): July 2005

Fewer farmers (63.5%) believed that "all insects are bad" in the post-test than in the pre-test (79.1%). There were also significant reductions in farmers believing that insecticide sprays had to be applied in the first 40 days after sowing (from 79.8% to 47.6%) and that leaf damages would mean loss in yields (from 59.2% to 38.3%). On the other hand, more farmers believed that pesticides can affect their health, from 61.6% to 86.1%. More farmers in the post-test believed that reducing seed rates from 150–200 to 80–100 kilogram per hectare (kg/ha) would result in the same yields, and farmers also modified their beliefs that nitrogen would produce healthier crops.

In the post-test survey, 41.4% of the respondents reported listening to the soap opera. Evaluators compared the attitudes of farmers exposed to the soap opera with those who were not. 54.2% of farmers who had listened believed that "all insects in rice fields are bad", as compared to 76.0% who had not. 17.7% of those who had listened believed that farmers should spray in the first 40 days after sowing, as compared to 69.3%. 94.1% of those who had listened believed that pesticides can affect human health, as compared to 82.3% of those who had not. Finally, 86.0% of farmers who had listened believed that too much insecticide use can cause insecticide resistance, as compared to 58.9% of non-listeners.

Between pre- and post-launch, farmers' insecticide spray rates dropped 31% - from 1.9 to 1.3 sprays per season. Farmers also reported about 9% reduction in seed rates used - from a mean of 210.3 to 191.8 kg/ha - and about 7% reduction in nitrogen used, from 95.6 to 88.6 kg/ha. There were also slight reductions in the use of potassium and phosphorus; these were not significant. Yields reported were significantly different, with a mean of 4.75-5.12 tonnes (t)/ha in the pre- and post-test, respectively. More farmers in the post-test (30.3%) reported not using any insecticides at all than in the pre-test (17.5%).

As noted above, in the post-test survey, 41.4% of the respondents reported listening to the soap opera. The evaluators compared the practices of those who had listened to the soap opera and those who had not. Farmers exposed to the soap opera had 33% reduction in their seed rates, 9% reduction in their nitrogen rates, and about 60% reduction in the number of insecticide sprays. In addition, there were significantly more farmers exposed to the soap opera who did not use any insecticides at all (54% compared with 15%).

"Entertainment-Education and Rice Pest Management: A Radio Soap Opera in Vietnam" [PDF], by K.L. Heong, M.M. Escalada, N.H. Huan, V.H. Ky Ba, P.V. Quynh, L.V. Thiet, and H.V. Chien. Crop Protection, Volume 27, Issue 10, pages 1392-1397, October 2008.