The project team in a unique collaboration with social scientists, ecologists and creative writers will create an informative and motivational radio soap opera that appeals to its rural audience and thus is more likely to have a sustained impact. Complementary onthe- ground extension support will reinforce the programming through activities such as local competitions, radio clubs, printed materials and videos. The soap will be broadcast twice a week over Voice of Ho Chi Minh and other provincial radio stations to reach about 10 million farming households in Vietnam twice a week. The Environment Radio Soap Opera thus provides a novel platform to bridge the knowledge gap and motivate farmers to modify their attitudes and practices. The project expects to see at least a 20 percent improvement in knowledge, attitudes and practices towards the environment in 100,000 farming households.