A participatory planning process was used to develop media campaigns to motivate rice farmers in the Mekong Delta to modify three resource management practices – seed, fertilizer and insecticide use. Farmers have been using excessive amounts and as a result have reduced profits, polluted the environment and subjected to unnecessary risks of pesticide poisoning. Research shows that over the period 1990-2004, seed rates increased by 50%, fertilizers doubled and a large proportion were unnecessary insecticide use. Farmers were provided with new guidelines to seed and fertilizer rates and to avoid spraying in the first 40 days after sowing. Locally named “Ba Giam Ba Tang” or “Three Reductions, Three Gains”, campaigns were launched in Cantho and Tiengiang provinces in 2003. In parallel an environmental radio soap opera was also used in the campaigns. Monitoring surveys showed that ~ 70% of farmers had received and understood the campaign messages from multiple sources, TV, radio, leaflets and posters. In both provinces, farmers’ use of seeds, nitrogen fertilizers and pesticides changed significantly. Their seed rates dropped ~ 10%, nitrogen rates dropped ~ 7 %, insecticide sprays reduced by 13 to 33% and proportion of farmers using insecticides declined by ~11%. These practices were supported by modifications in critical belief attitudes that favored high inputs. Farmers also changed their perception of yield loss when inputs were lowered. The two campaigns had significant multiplier effects. They stimulated several provincial governments and the Ministry of Agriculture and Rural Development to adopt the approach and provide additional resources thus reaching more than 3 million farmers in Vietnam  in 2005 and 2006. In 2004 the government attributed increases in farmers’ earning to “Ba Giam Ba Tang” and awarded it the “Golden Rice Award”., The initiative also won a “Success Stories” prize, Cantho City’s “Best Technology for 2005” and several provincial awards.