 Three reductions, three gains campaign, local name Ba Yang Ba Tang was a motivational campaign to motivate farmers to reduce three important inputs they place into the rice farm that compromises their farm and make them susceptible to pests and disease attacks. They are seed rates, fertilizer and insecticides. So the whole campaign was placed around using the right amount of seeds. So there is a range of seeds to be used and generally is reducing the seed rate and reducing the fertilizer to a certain range. And insecticides don't spray the first 40 days of the crop and in this way they would have reduced insecticide by 50%. In ecology we call it recruitment which means when the crop starts to grow all kinds of animals are going to invade the crop because at first it's quite empty and as the crop is invaded more diversity increases. In our studies we found that the maximum diversity of predators and parasitoids reaches this maximum at about 40 days which means at about 40 days the full composition of the atropods are present in the rice field and it's counterproductive to try and spray something before this full composition of atropods are in the rice fields because by doing that you would then destroy the whole system, whole process of recruitment and that's why the 40 days. The web starts building up in the first 40 days and in the first 40 days there is no substantial insect pests that is of any significance. Most of them are leaf feeding insects. The rice plant is very robust. Leaf feeding insects do not harm it greatly, they compensate and in fact in some studies have shown that early damages by leaf feeding insects in fact increases you rather than decrease you. So rice plants don't need the kind of insecticides used at that age stages because they are mainly attacked by leaf feeding insects. I was convinced that the only way to reach the millions of farmers was mass media and we used to have radio campaigns which are just messages. Then I learned about something very interesting from a professor in communication, Dr. Escalada. She told me that there's something called education, entertainment education which means you use entertainment as a medium to educate people. Making education fun and enjoyable and very memorable and that's why we went into soap opera because soap opera is entertainment and using entertainment, introducing education elements inside was what we wanted to do. For example, an episode could be a farmer spraying his crop and spending X dollars spraying his crop whereas another farmer saying I have learned something, I don't need to spray his crop and I save so much money. So it's motivational and I save so much money and tonight you can come to my house and we have a drink together because I have saved some money. That kind of entertainment discussions over the radio.