Inexpensive video production has become a viable way for agricultural organizations to communicate with beneficiaries, donors, and the public. And it’s not just posting on YouTube. Devices such as handheld projectors and tablet computers have come down in price, enabling practitioners to disseminate to farmers in rural areas with minimal technology. Social networks – just a few years ago only the purview of wealthy countries – are now truly global. In regions with electricity, a well-executed video can now go viral – and become more impactful than the slickest behavior change campaigns of decades past.
It is exciting, but that doesn’t make it simple. Organizations continue to make low quality videos that fail to engage their audience or reflect the core objectives of their project.
To help users learn the ropes, the Fostering Agriculture Competitiveness Employing Information Communication Technologies (FACET) project has developed an online toolkit that can help one through every stage of planning, producing, and disseminating agricultural videos. It is called “Integrating Low-Cost Video into Agricultural Development Projects: A Toolkit for Practitioners,” and is available for free download.
The toolkit is also the basis for a series of four workshops offered this month to USAID implementing partners by toolkit author Josh Woodard and myself, in Kenya, Mozambique, and Ghana. The first of the trainings was completed last week in Nairobi.
The workshop focuses on implementing your low-cost video vision, which requires skills beyond playing Spielberg: strategically thinking about message, storyboarding narrative concepts, planning dissemination, troubleshooting inevitably buggy software, and personal perseverance, all play a role in a video’s success or failure.
One participant, Victor Nzai, program assistant for USAID-funded Agricultural Market Development Trust of Kenya (AGMARK) project focused on agro-pastoral development, felt the training would improve his project’s ability to encourage farmers to efficiently integrate grazing range land and food production in Kenya.
“We have been doing dissemination via field days quite successfully, but with video, we can reach many more farmers than before,” said Nzai. “We shall shoot the videos ourselves, and edit them into comprehensive tools that can be presented by a facilitator.”
Agricultural development practitioners are looking for new ways to leverage video to circulate information and engage local farmers. Video can help them do it – but it is the holistic consideration of concept, design, and execution that will maximize chances for success.
“Not everyone will adopt our ideas,” said Nzai. “But when we multiply the number of farmers we reach, we are able to tune our message with video to encourage farmers and pastoralists to consider better ways.”