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Digital Green Video-Enabled Extension

India, Ethiopia, South Asia, East Africa

Digital Green uses locally-produced agricultural videos featuring model farmers to disseminate best practices to smallholder farmers in India, Ethiopia, and other countries. The participatory video approach, combined with AI-powered FarmerChat advisories, has reached over 8 million farmers with 50%+ adoption rates. Studies show a tenfold improvement in cost-effectiveness over traditional extension.

Behavior Goal

Adoption of improved agricultural practices including fertilizer application, row planting, seed selection, and climate-resilient farming techniques

Implementers & Partners

  • Digital Green
  • Ministry of Agriculture (Ethiopia)
  • State Agricultural Departments (India)

Donors & Sponsors

  • Bill & Melinda Gates Foundation
  • USAID
  • FAO

Key Takeaways

  • 1Farmer-to-farmer video testimonials are more persuasive than expert-led content
  • 2Local language videos overcome literacy and language barriers
  • 3Human mediation reinforces video messages and increases adoption
  • 4Cost per adoption reduced from $35 to $3.50 compared to traditional extension

Sources

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