Posts Tagged ‘Agro-Insight’

Video Project in Bangladesh Wins Award for Effective Farmer Communication

Posted on Bangladesh-news, News - Homepage, News & Announcements, May 2, 2016

EVCOM AwardA collaborative video project aimed at raising farmers’ awareness of small-scale agricultural machinery, water, time, and labor saving crop management practices in South Asia has won the bronze prize in the Event and Visual Communication Association (EVCOM) 2016 Award for Communication Effectiveness at an event in London on April 28.

The EVCOM Screen Awards are among the most prestigious competitions in corporate film and visual communications. The award was jointly accepted by Agro-Insight, the Bangladesh Agricultural Research Institute (BARI), Agricultural Advisory Society (AAS), and the International Maize and Wheat Improvement Center (CIMMYT).

Paul Van Mele, director of Agro-Insight, praised the partnership between agricultural research organizations BARI and CIMMYT, video production company Agro-Insight and video distribution partner AAS.

“The EVCOM Award for Communication Effectiveness celebrates a unique partnership model whereby quality training videos far exceeded the impact that agricultural development projects usually have,” he said.

Greater Extension for Impact

“In population-dense South Asia, the sheer number of farmers makes it difficult to expand reach to raise awareness in rural areas,” said CIMMYT systems agronomist Tim Krupnik.  “Video is a great medium for extension if you want to make awareness spread like wildfire.”

Based on the film “Save more, grow more, earn more,” produced in 2012 through the Bill and Melinda Gates Foundation– and the U.S. Agency for International Development-funded Cereal Systems Initiative for South Asia (CSISA), which also featured some field sites shown from ACIAR and U.S. Department of AgricultureCornell University funded partner projects, a suite of videos was translated into eight languages for farmers in Bangladesh, China, India, Iran and Nepal.

Harun-Ar Rashid, executive director of AAS commented that “our achievement was enormous.” Between 2012 and 2014, AAS and CIMMYT jointly organized 482 screenings for over 110,000 farmers in 482 villages in Bangladesh.

Israil Hossain, a leading agricultural engineer at BARI, commented that “now farmers are inspired, seeing the advantages for crop production, and use of machinery is increasing.”

Internationally, 1,500 DVD copies were distributed to farmer leaders and others such as two-wheel tractor operators, agricultural equipment and input dealers, community-based organizations, government services centers, NGOs and even tea stalls with televisions. Fifty eight million television viewers were reported in Bangladesh and over 100 million in India.

“The videos increased farmers’ awareness of the products of BARI’s research, which is a huge success,” explained Md. Rafiqul Islam Mondal, director general of BARI.

In order to meet food demands in South Asia by 2050, production of the major cereals rice, wheat and maize must each increase by about 1.1, 1.7 and 2.9 percent every year. However, cereal productivity gains in the region have slowed markedly, while resource degradation, declining labor availability, and climate change pose steep challenges to the sustainable intensification of cereal-based systems for improved food security and rural livelihoods.

The award-winning film can be viewed online here.

Initiative to Broaden Farmer Knowledge through Video Receives Award

Posted on Bangladesh-news, News - Homepage, News & Announcements, December 16, 2015

BD video screeningHow can agricultural research organizations rapidly and effectively reach large numbers of farmers with messages on improving crop productivity? The overwhelming number of farmers in rural Bangladesh presents formidable challenges to turning research into impact through agricultural extension and farmer training. Through CSISA, the International Maize and Wheat Improvement Center (CIMMYT) in Bangladesh and Agricultural Advisory Society (AAS), an NGO, have worked to overcome this challenge through the use of rural village and television video screenings. This initiative was recently awarded the prestigious international Access Agriculture Award for the use of training videos for farmer outreach in 2015. The Video Outreach award is awarded each year to organizations that show exceptional and inspiring use of video to reach farmers and improve their livelihoods by supplying relevant and entertaining training messages in local languages.

Between 2012 and 2014, CIMMYT-Bangladesh and AAS jointly organised 482 screenings of the Bangla language video ‘Save more, grow more, earn more’ that introduces farmers to the use of small-scale agricultural machinery, which can be attached to two-wheeled tractors for seeding and fertilizing crops in a way that saves fuel and labour, allowing farmers to profit more while reducing irrigation requirements.


Timothy Krupnik and Harun-ar-Rashid with the Access Agriculture Video Outreach Award.

“Our goal was to create wide-scale farmer knowledge of, and demand for, innovative machinery appropriate for the small-scale of farmers’ fields in Bangladesh, while introducing technological options that could allow farmers to conserve important agricultural resources,” said Timothy J. Krupnik, CIMMYT Systems Agronomist. “And by strategically partnering with AAS, we overcame the problem of extension by scaling-up the video’s training messages through entertaining formats that farmers enjoy.”

Harun-Ar-Rashid, Executive Director of AAS said, “The purpose of the video screening organized by the volunteers was to create large-scale farmers awareness and motivation on mechanical planting of various crops through using community-based approaches and strategies along with the full participation of the relevant private sector players and our achievement has been enormous.”

Filmed and produced by Agro-Insight in consultation with CIMMYT and the Bangladesh Agricultural Research Institute, use of the video for farmer outreach was done as part of the USAID- and Bill & Melinda Gates-funded Cereal Systems Initiative for South Asia (CSISA), with screenings held throughout Bangladesh’s Feed the Future zone. Locations included farmers’ fields, markets, schools, community centres, tea stalls and in total, over 110,000 farmers saw the videos in rural village showings.

‘Save more, grow more, earn more’ was also aired by the popular television program, Mati-O-Manush, on BTV 12 times, resulting in a documented viewership of 28 million people nationwide. An additional 3,000 DVDs were distributed by 20 groups of volunteer organizations, including the Department of Agricultural Extension, the Bangladesh Agricultural Research Council, and local NGO and CBOs, who independently organized screenings. Follow-up research indicating each volunteer reached 180 people each. Similar organizations were engaged by AAS to facilitate additional volunteer showings in 332 communities in 11 districts across south-west Bangladesh. These efforts were documented in a scientific research paper, published in the international peer-reviewed Journal of Agricultural Education and Extension, that analyzed the effectiveness of volunteer groups to distribute videos to larger audiences of farmers.

The award was declared and handed over to the recipient organizations on 12 November in Nairobi, Kenya, in Eastern Africa. To watch the Access Agriculture Video Award Ceremony online, click here.

This article is authored by Mohammad Shahidul Haque Khan, Communications Officer, CIMMYT Bangladesh.

Watch: Save more, grow more, earn more

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