In social marketing, we know that visual learning is more likely to engender successful behavior change than many other types of learning. Traditional agricultural extension services are designed to link farmers person-to-person with new information about appropriate farming practices, when and what to plant, and how to use farm technologies. Traditionally, farming associations or other organizations will employ extension agents to visit communities and train others – thus, “showing” farmers new techniques instead of simply “telling.”
But there is a fundamental problem with this model: Too much ground to cover. Because more than 80 percent of the food produced in “developing” places is grown by smallholder farmers, extension services can be expensive, difficult to scale and to sustain.
It is critical to address these issues with whatever tools are at our disposal. One approach is the complementary use of video in a hybrid extension service. A study conducted by India-based NGO Digital Green (originally a Microsoft Research pilot) concluded that money spent on a video service can be up to ten times more effective than a traditional extension service, on a per adoption basis.*
So why does video work better? It’s the Swiss Army knife of communications tools. While modern extension services are highly dependent on the quality of the trainer, a video can be rehearsed until it tells its story effectively, and then used in perpetuity. That enables an organization to articulate and reinforce a message in a uniquely scalable way. Video can also provide tailored and actionable directions to illiterate farmers. Further, the savings and increased convenience for projects can be huge – in terms of human resources, training and travel time and other associated costs.
By the end of 2012, USAID’s FACET project team will have conducted low-cost video workshops for USAID implementing partners, mission staff, agribusinesses and farmer associations in seven countries in sub-Saharan Africa. Using a participatory workshop model the goal is to catalyze video usage to strengthen agricultural extension.
This photo slideshow is from FACET’s recent October workshop in Dakar, Senegal. Participants included project staff and partners from the USAID‘s Le Projet Croissance Economique, which focuses on Senegal’s agricultural growth, productivity and competitiveness.
Below is a one minute clip of a mock video put together by the FEPROMAS team, a Senegalese farming federation, during the workshop, focusing on best practices in packaging corn for the marketplace.
Read more about the workshop content.
View and download FACET’s Low-Cost Video Toolkit.
* Gandhi, R.; Veeraraghavan, R.; Toyama, K.; Ramprasad, V. (2009). Participant Video and Mediated Instruction for Agricultural Extension. Digital Green.