Social Networks for Food & Nutrition Security

digitalGREEN www.digitalgreen.org | @digitalgreenorg

Agricultural Systems?

Low literacy in local lang

No bank account Expensive credit

No unique ID

Poor roads

Credit card

farmer expert

Quantity buyers Poor quality

control

Market

Device and connectivity not enough!

Rural Telemedicine?

Low literacy in local lang

No bank account Expensive credit

No unique ID

Poor roads

Poor access to drugs

Credit card

patient

Medicine

Trust absent without healthworker

Device and connectivity not enough!

doctor

4

Background of actors in video, Types of content, Location and timing of screening, Method of dissemination,

Degree of mediation, Background of mediator, etc.

Background of actors in video, Types of content, Location and timing of screening, Method of dissemination,

Degree of mediation, Background of mediator, etc. 4

Approach Components Approach

7

1

10

100

1000

10000

2006 2008 2009 2012 2013 2015

Vil

lag

es

Microsoft Research

Pilot

NGO

Bootstrap Government

Scale-Up

Heavy touch engagement

(engagement model in first 12-24 months)

Low touch engagement

(engagement over next 12-24 months)

Village

level

support

model

Maintenance

(Light

resourcing)

Sustainability

(Lightly

resourced

sampling)

Onboarding

(Heavy

resourcing)

Drivers:

• Increased staff experience

• Adaptation of processes/systems

• Greater partner ownership

• Improved measurement of impact

Scaling Up

To establish the feasibility of introducing

nutrition messages into the current Digital

Green agricultural model:

- Produce 10 MIYCN, local videos for

mediated screening among village self-

help group members

- Assess members’ recall and

comprehension of video content

- Track behavior change

- Document key findings, opportunities

and challenges

Till date:

• ~8,000 self-help group members engaged

across 30 villages

• >1,100 reported changes in MIYCN practices

@ digitalGREEN

Geographic

•Social organization cohesiveness

•Existing extension system investment

•Competition from other media channels

•Electricity and data connectivity

Agriculture •Health impacts farm labor and vice-versa

•Integrated development model

•Consumption versus income trade-off

Health •“Mother’s group” stability

•Other family influencers

•Privacy in videos

•Unobservable behavior changes

Self Help Group Savings/Credit

Homestead Gardening

Seed Treatment

…

Market Linkages

Government Schemes

Exclusive/early Breastfeeding

• Reality TV show, “Hara Hero,” in development with NDTV

• Vodafone audio message reinforcement of screened videos

• Vodafone distribution of memory cards with videos from rural retail outlets (<5k pop)

• YouTube channel (2,600 videos, 20 languages, 660k views)

• Video/audio library accessible over mobile value added service

• Farm Radio International collaboration to align/reuse content, cross-promote radio/video

• Pico projectors increasingly available in-country

Integrated communications channels

• Timeline-based activities of each individual farmer

• Integrated with Google Maps for grading operations and layering other data sources

• Data/feedback to aggregate demand and target public and private sector products and services

• Ranking of farmers and extension agents on non-monetary-based incentive ladder

• Network analysis to identify and predict influencers that drive adoptions in a community

• Farmerbook, Wonder Village linked with Facebook for farmer-farmer, farmer-consumer sharing

Farmerbook

• Building video-based courseware a la Khan Academy

• Structured practice categorization (sector, topic, subject)

Videos library and Analytics dashboards

• Physical observation of non-negotiable components of adopted practices

• HTML5 and Java-based mobile apps for online/offline data management

Data management framework

Empowerment, Connections

Audio, Video, Mobile

Backend Platform

Institutional, Targeting

Technology Development

Financial Human Political Physical Digital

Technology magnifies human intent and capability. Successful use of technology require support from well-intentioned, competent people or organizations.

digitalGREEN www.digitalgreen.org | @digitalgreenorg