Itâ€™s difficult to know who reads a fact sheet, listens to a radio broadcast or watches a farmer learning video, but those of us who produce such information always want to know what happens to it, once it leaves our hands. In 2011 my colleagues at Access Agriculture tried a new way to do audience research. Access Agriculture and partners distributed 20,000 copies of a DVD on striga (the devil weed) across East Africa. Each copy contained a questionnaire, formatted as a letter, asking the viewers to tick off a few boxes and mail back the letter in the post. No one bothered to return the survey.
So in 2015, PhD candidate GĂ©rard Zoundji tried a slightly different way to get feedback from viewers in Benin, as he explains in a recent paper in Cogent Food & Agriculture. First he compiled a DVD in five languages, with nine different videos on growing vegetables. Next, GĂ©rard distributed his DVD through the private sector, mainly through agro-input dealers and people who sell movie DVDs. Previously DVDs had been distributed through extension providers, NGOs or government agencies, not from small shops.
GĂ©rard asked the vendors to collect names and phone numbers of people who bought the DVD, so he could do follow up work with the buyers. GĂ©rard gave the vendors the DVDs for free, in exchange for their cooperation, but allowed them to keep the equivalent of a dollar or two which they collected for each sale. He also tried a new way of doing follow up. He put a sticker in the DVD jacket, with a note inviting the recipients to phone in if they had questions. The number was for a SIM card that GĂ©rard bought, just to receive such calls.
It was a pleasant surprise when people started phoning in. Of 562 who bought the DVD, a whopping 341 phoned GĂ©rard. Some just called to say how much they had enjoyed watching the videos. Others wanted to share their story. Nearly 20% of them had been so eager to watch the videos that they bought their own DVD player. Others called to ask where they could buy the drip irrigation equipment featured on one of the videos.
The six agro-input dealers who were selling the DVD were also impressed with the video on drip irrigation, and the interest it inspired in farmers. Two of these dealers actually began to stock drip irrigation supplies themselves.
As Paul has written in an earlier post, farmers who have been exposed to drip irrigation through development projects usually abandon drip irrigation once the project ends. Projects usually make little effort to involve the private sector. Yet here were dealers who were motivated enough to find out where to buy the drip irrigation equipment, and stock it, in response to interest shown by farmers who had watched a video. Sometimes simply watching a video can excite people more than participating in a full project.
I am always delighted to learn about someone using a cell phone in a new way, especially if it involves giving rural people the chance to make their voices heard. A sticker inside a DVD cover was enough to encourage buyers of a DVD to call in with comments.
Since publishing the paper, GĂ©rard has been discussing with Ministry of Agriculture staff in Benin about ways to design an advisory service via phone call.
Agro-input dealers and movie DVDs sellers, including some who were not involved in the study are now requesting new DVDs to sell.
In this story we see the phone was linked with the DVD. Both are ICTs (information and communication technologies), but the connection between the two was one of the oldest ICTs: the printed word on paper.
Zoundji, GĂ©rard C., Florent Okry, Simplice D. VodouhĂŞ, and Jeffery W. Bentley 2016 â€śThe Distribution of Farmer Learning Videos: Lessons from Non-Conventional Dissemination Networks in Benin.â€ť Cogent Food & Agriculture 2(1):1277838. https://www.accessagriculture.org/publications
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