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04/18/12
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Growth Tracker
Impact Report
Critical Information Change
Milestone1 of 5
Milestone 1
Created: 04/18/12
Last Updated: 05/05/12
Scale the Digital Green model to reach additional farmers across India.
Goals
India-wide impact via National Rural Livelihood Mission (NRLM) expansion in Andhra Pradesh and Bihar
Sustainably transition from existing NGO partnerships and help NGOs integrate with the NRLM platform
Reach 37,500 more adoptions
Reach 750 more villages and 75,000 more farmers
Reach 37,500 more screenings
India is an agricultural country. More than 60% of India's 1.2 billion people depend on agriculture as a major source of livelihood. Today's farmers face hardship, amidst social, economic and environmental change. Agriculture productivity remains low in India. For example, average yields for rice production are just 2.2 tons per hectare when compared to global yields of 4.3 tons per hectare. A significant reason for this abysmal state is the large gap in agricultural knowledge in rural India. Agricultural knowledge is often protected by the interests of chemical and seed manufacturers and market access is restricted by middle-men. Without access to locally relevant and reliable agricultural information, farmers are forced to continue with traditional techniques of farming and rely on intuition and hearsay. They are unable to benefit from best practices and agricultural research, resulting in a downward spiral of poor decision-making, less productivity and low incomes. Digital Green has been and continues to fill this gap in knowledge. Over the next 3 years, Digital Green plans to connect 1,000,000 rural households across 10,000 villages in India with demand-driven information using its ICT-based communication model to transform lives.
Digital Green offers farmers better access to agricultural knowledge. This allows farmers to apply improved agricultural practices that boost productivity, yield and income.
Digital Green uses videos featuring local farmers, speaking in local languages, sharing personal experiences utilizing a particular agricultural practice. Examples include the use of improved seeds; new planting or harvesting techniques; the building of compost pits; natural pest control; the development of kitchen or homestead gardens; and other practices across relevant agricultural value-chains. Once videos are produced, they are then shown in villages by local intermediaries (or mediators), who explain the techniques, answer questions, encourage, and track adoptions of the behavior. The Digital Green approach uses a "dialogue" or "reflective" process among peers, rather than a traditional approach of outside "experts" telling clients what they should do. Videos highlight early adopters of innovation, who may also be seen as positive deviants in their community. While the videos provide excitement and a focal point, it is the engagement and empowerment of people and social dynamics, which drives the model’s success. Enthusiasm over new technology and innovation in general, and the thrill of appearing on video or seeing fellow community members on video motivates individuals to participate. The power of positive identification with peers is leveraged to minimize the distance between teacher and learner, and to maximize the adoption of the practices or behaviors being modeled. Digital Green collects data associated with the videos, including their reach, the feedback of viewers, and the uptake of featured practices. This data is aggregated and analyzed on near real-time analytics dashboards on the Digital Green website. The dashboards are built upon a data management framework called Connect Online, Connect Offline (COCO), which was created by a team of engineers at Digital Green to be accessible by any web-enabled device. COCO provides an open-access platform for sharing of videos produced and an opportunity to analyze data at the local level for decision-making regarding the production of subsequent videos, targeting of video distribution, and logistical planning. It also enhances accountability and measurement of impact.
Digital Green institutionalizes its model with the existing agricultural development activities of local NGOs and government initiatives to amplify their effectiveness.
The Digital Green model is defined by
  • Integration of technology into existing development efforts of civil society and public sector partners, building local capacity to utilize improved social and behavior change communication tools;
  • Use of local social networks to connect intermediaries in rural and remote communities with content experts, development practitioners, and researchers at district-levels ("hubs and spokes");
  • A participatory process for the local production of short learning videos by and for farmers aimed at capturing and sharing the adoption of new or improved practices;
  • The dissemination of videos within similar communities, involving facilitated discussion, training and supervision;
  • A hardware and software technology platform to exchange data in areas with limited Internet and electrical grid connectivity; and
  • An iterative model to identify opportunities to better address the needs and interests of the community with web-based analytical tools and phone-based feedback channels.
Growth Tracker
Impact Report
Critical Information Change
Milestone2 of 5
Milestone 2
Created: 04/18/12
Last Updated: 05/05/12
Enhance organizational capacity
Goals
Recruit 20 new employees to fill key HR, finance, M&E and partnership management positions without compromising on quality.
Develop an orientation process to ensure successful induction into Digital Green values, model and operations
Institute a performance driven management system
Train next tier of senior management to ensure organizational sustainability and excellence
Develop an environment that is responsive to employee needs and demands by strengthening the HR systems
India is an agricultural country. More than 60% of India's 1.2 billion people depend on agriculture as a major source of livelihood. Today's farmers face hardship, amidst social, economic and environmental change. Agriculture productivity remains low in India. For example, average yields for rice production are just 2.2 tons per hectare when compared to global yields of 4.3 tons per hectare. A significant reason for this abysmal state is the large gap in agricultural knowledge in rural India. Agricultural knowledge is often protected by the interests of chemical and seed manufacturers and market access is restricted by middle-men. Without access to locally relevant and reliable agricultural information, farmers are forced to continue with traditional techniques of farming and rely on intuition and hearsay. They are unable to benefit from best practices and agricultural research, resulting in a downward spiral of poor decision-making, less productivity and low incomes. Digital Green has been and continues to fill this gap in knowledge. Over the next 3 years, Digital Green plans to connect 1,000,000 rural households across 10,000 villages in India with demand-driven information using its ICT-based communication model to transform lives.
Digital Green offers farmers better access to agricultural knowledge. This allows farmers to apply improved agricultural practices that boost productivity, yield and income.
Digital Green uses videos featuring local farmers, speaking in local languages, sharing personal experiences utilizing a particular agricultural practice. Examples include the use of improved seeds; new planting or harvesting techniques; the building of compost pits; natural pest control; the development of kitchen or homestead gardens; and other practices across relevant agricultural value-chains. Once videos are produced, they are then shown in villages by local intermediaries (or mediators), who explain the techniques, answer questions, encourage, and track adoptions of the behavior. The Digital Green approach uses a "dialogue" or "reflective" process among peers, rather than a traditional approach of outside "experts" telling clients what they should do. Videos highlight early adopters of innovation, who may also be seen as positive deviants in their community. While the videos provide excitement and a focal point, it is the engagement and empowerment of people and social dynamics, which drives the model’s success. Enthusiasm over new technology and innovation in general, and the thrill of appearing on video or seeing fellow community members on video motivates individuals to participate. The power of positive identification with peers is leveraged to minimize the distance between teacher and learner, and to maximize the adoption of the practices or behaviors being modeled. Digital Green collects data associated with the videos, including their reach, the feedback of viewers, and the uptake of featured practices. This data is aggregated and analyzed on near real-time analytics dashboards on the Digital Green website. The dashboards are built upon a data management framework called Connect Online, Connect Offline (COCO), which was created by a team of engineers at Digital Green to be accessible by any web-enabled device. COCO provides an open-access platform for sharing of videos produced and an opportunity to analyze data at the local level for decision-making regarding the production of subsequent videos, targeting of video distribution, and logistical planning. It also enhances accountability and measurement of impact.
Digital Green institutionalizes its model with the existing agricultural development activities of local NGOs and government initiatives to amplify their effectiveness.
The Digital Green model is defined by
  • Integration of technology into existing development efforts of civil society and public sector partners, building local capacity to utilize improved social and behavior change communication tools;
  • Use of local social networks to connect intermediaries in rural and remote communities with content experts, development practitioners, and researchers at district-levels ("hubs and spokes");
  • A participatory process for the local production of short learning videos by and for farmers aimed at capturing and sharing the adoption of new or improved practices;
  • The dissemination of videos within similar communities, involving facilitated discussion, training and supervision;
  • A hardware and software technology platform to exchange data in areas with limited Internet and electrical grid connectivity; and
  • An iterative model to identify opportunities to better address the needs and interests of the community with web-based analytical tools and phone-based feedback channels.
Growth Tracker
Impact Report
Critical Information Change
Milestone3 of 5
Milestone 3
Created: 04/18/12
Last Updated: 05/05/12
Develop and deploy a quality assurance framework
Goals
Upgrade standard operating procedures to ensure standardization of processes across regions based on new engagement models devel
Upgrade a quality assurance framework and toolkit for monitoring and evaluation to drive improvements in process and content qua
Constitute a technical advisory committee to validate and accredit content in the videos produced
Develop tools and processes to check quality of video production, screenings, data entry and adoptions at different levels of ap
Drive improvements in the Digital Green information management system with support for mobile phone-based data capture and addit
India is an agricultural country. More than 60% of India's 1.2 billion people depend on agriculture as a major source of livelihood. Today's farmers face hardship, amidst social, economic and environmental change. Agriculture productivity remains low in India. For example, average yields for rice production are just 2.2 tons per hectare when compared to global yields of 4.3 tons per hectare. A significant reason for this abysmal state is the large gap in agricultural knowledge in rural India. Agricultural knowledge is often protected by the interests of chemical and seed manufacturers and market access is restricted by middle-men. Without access to locally relevant and reliable agricultural information, farmers are forced to continue with traditional techniques of farming and rely on intuition and hearsay. They are unable to benefit from best practices and agricultural research, resulting in a downward spiral of poor decision-making, less productivity and low incomes. Digital Green has been and continues to fill this gap in knowledge. Over the next 3 years, Digital Green plans to connect 1,000,000 rural households across 10,000 villages in India with demand-driven information using its ICT-based communication model to transform lives.
Digital Green offers farmers better access to agricultural knowledge. This allows farmers to apply improved agricultural practices that boost productivity, yield and income.
Digital Green uses videos featuring local farmers, speaking in local languages, sharing personal experiences utilizing a particular agricultural practice. Examples include the use of improved seeds; new planting or harvesting techniques; the building of compost pits; natural pest control; the development of kitchen or homestead gardens; and other practices across relevant agricultural value-chains. Once videos are produced, they are then shown in villages by local intermediaries (or mediators), who explain the techniques, answer questions, encourage, and track adoptions of the behavior. The Digital Green approach uses a "dialogue" or "reflective" process among peers, rather than a traditional approach of outside "experts" telling clients what they should do. Videos highlight early adopters of innovation, who may also be seen as positive deviants in their community. While the videos provide excitement and a focal point, it is the engagement and empowerment of people and social dynamics, which drives the model’s success. Enthusiasm over new technology and innovation in general, and the thrill of appearing on video or seeing fellow community members on video motivates individuals to participate. The power of positive identification with peers is leveraged to minimize the distance between teacher and learner, and to maximize the adoption of the practices or behaviors being modeled. Digital Green collects data associated with the videos, including their reach, the feedback of viewers, and the uptake of featured practices. This data is aggregated and analyzed on near real-time analytics dashboards on the Digital Green website. The dashboards are built upon a data management framework called Connect Online, Connect Offline (COCO), which was created by a team of engineers at Digital Green to be accessible by any web-enabled device. COCO provides an open-access platform for sharing of videos produced and an opportunity to analyze data at the local level for decision-making regarding the production of subsequent videos, targeting of video distribution, and logistical planning. It also enhances accountability and measurement of impact.
Digital Green institutionalizes its model with the existing agricultural development activities of local NGOs and government initiatives to amplify their effectiveness.
The Digital Green model is defined by
  • Integration of technology into existing development efforts of civil society and public sector partners, building local capacity to utilize improved social and behavior change communication tools;
  • Use of local social networks to connect intermediaries in rural and remote communities with content experts, development practitioners, and researchers at district-levels ("hubs and spokes");
  • A participatory process for the local production of short learning videos by and for farmers aimed at capturing and sharing the adoption of new or improved practices;
  • The dissemination of videos within similar communities, involving facilitated discussion, training and supervision;
  • A hardware and software technology platform to exchange data in areas with limited Internet and electrical grid connectivity; and
  • An iterative model to identify opportunities to better address the needs and interests of the community with web-based analytical tools and phone-based feedback channels.
Growth Tracker
Impact Report
Critical Information Change
Milestone4 of 5
Milestone 4
Created: 04/18/12
Last Updated: 05/05/12
Diversifications
Goals
Diversify into the public health domain by partnering with health organizations
Create 20 videos with health messaging
Reach out to 2000 women and disseminate maternal, new born health, family planning and nutrition related messaging
India is an agricultural country. More than 60% of India's 1.2 billion people depend on agriculture as a major source of livelihood. Today's farmers face hardship, amidst social, economic and environmental change. Agriculture productivity remains low in India. For example, average yields for rice production are just 2.2 tons per hectare when compared to global yields of 4.3 tons per hectare. A significant reason for this abysmal state is the large gap in agricultural knowledge in rural India. Agricultural knowledge is often protected by the interests of chemical and seed manufacturers and market access is restricted by middle-men. Without access to locally relevant and reliable agricultural information, farmers are forced to continue with traditional techniques of farming and rely on intuition and hearsay. They are unable to benefit from best practices and agricultural research, resulting in a downward spiral of poor decision-making, less productivity and low incomes. Digital Green has been and continues to fill this gap in knowledge. Over the next 3 years, Digital Green plans to connect 1,000,000 rural households across 10,000 villages in India with demand-driven information using its ICT-based communication model to transform lives.
Digital Green offers farmers better access to agricultural knowledge. This allows farmers to apply improved agricultural practices that boost productivity, yield and income.
Digital Green uses videos featuring local farmers, speaking in local languages, sharing personal experiences utilizing a particular agricultural practice. Examples include the use of improved seeds; new planting or harvesting techniques; the building of compost pits; natural pest control; the development of kitchen or homestead gardens; and other practices across relevant agricultural value-chains. Once videos are produced, they are then shown in villages by local intermediaries (or mediators), who explain the techniques, answer questions, encourage, and track adoptions of the behavior. The Digital Green approach uses a "dialogue" or "reflective" process among peers, rather than a traditional approach of outside "experts" telling clients what they should do. Videos highlight early adopters of innovation, who may also be seen as positive deviants in their community. While the videos provide excitement and a focal point, it is the engagement and empowerment of people and social dynamics, which drives the model’s success. Enthusiasm over new technology and innovation in general, and the thrill of appearing on video or seeing fellow community members on video motivates individuals to participate. The power of positive identification with peers is leveraged to minimize the distance between teacher and learner, and to maximize the adoption of the practices or behaviors being modeled. Digital Green collects data associated with the videos, including their reach, the feedback of viewers, and the uptake of featured practices. This data is aggregated and analyzed on near real-time analytics dashboards on the Digital Green website. The dashboards are built upon a data management framework called Connect Online, Connect Offline (COCO), which was created by a team of engineers at Digital Green to be accessible by any web-enabled device. COCO provides an open-access platform for sharing of videos produced and an opportunity to analyze data at the local level for decision-making regarding the production of subsequent videos, targeting of video distribution, and logistical planning. It also enhances accountability and measurement of impact.
Digital Green institutionalizes its model with the existing agricultural development activities of local NGOs and government initiatives to amplify their effectiveness.
The Digital Green model is defined by
  • Integration of technology into existing development efforts of civil society and public sector partners, building local capacity to utilize improved social and behavior change communication tools;
  • Use of local social networks to connect intermediaries in rural and remote communities with content experts, development practitioners, and researchers at district-levels ("hubs and spokes");
  • A participatory process for the local production of short learning videos by and for farmers aimed at capturing and sharing the adoption of new or improved practices;
  • The dissemination of videos within similar communities, involving facilitated discussion, training and supervision;
  • A hardware and software technology platform to exchange data in areas with limited Internet and electrical grid connectivity; and
  • An iterative model to identify opportunities to better address the needs and interests of the community with web-based analytical tools and phone-based feedback channels.
Growth Tracker
Impact Report
Critical Information Change
Milestone5 of 5
Milestone 5
Created: 04/18/12
Last Updated: 05/05/12
Expanding to new geographies
Goals
Partner with extension organizations such as IDE in Ethiopia to use digital video as a communication channel for behavior change
Partner with the World Cocoa Foundtion in Ghana to work in 10 villages
Reach 1,000,000 more farmers and 10,000 additional villages
Produce 3,000 more videos
Reach 250,000 more screenings and 500,000 more adoptions
India is an agricultural country. More than 60% of India's 1.2 billion people depend on agriculture as a major source of livelihood. Today's farmers face hardship, amidst social, economic and environmental change. Agriculture productivity remains low in India. For example, average yields for rice production are just 2.2 tons per hectare when compared to global yields of 4.3 tons per hectare. A significant reason for this abysmal state is the large gap in agricultural knowledge in rural India. Agricultural knowledge is often protected by the interests of chemical and seed manufacturers and market access is restricted by middle-men. Without access to locally relevant and reliable agricultural information, farmers are forced to continue with traditional techniques of farming and rely on intuition and hearsay. They are unable to benefit from best practices and agricultural research, resulting in a downward spiral of poor decision-making, less productivity and low incomes. Digital Green has been and continues to fill this gap in knowledge. Over the next 3 years, Digital Green plans to connect 1,000,000 rural households across 10,000 villages in India with demand-driven information using its ICT-based communication model to transform lives.
Digital Green offers farmers better access to agricultural knowledge. This allows farmers to apply improved agricultural practices that boost productivity, yield and income.
Digital Green uses videos featuring local farmers, speaking in local languages, sharing personal experiences utilizing a particular agricultural practice. Examples include the use of improved seeds; new planting or harvesting techniques; the building of compost pits; natural pest control; the development of kitchen or homestead gardens; and other practices across relevant agricultural value-chains. Once videos are produced, they are then shown in villages by local intermediaries (or mediators), who explain the techniques, answer questions, encourage, and track adoptions of the behavior. The Digital Green approach uses a "dialogue" or "reflective" process among peers, rather than a traditional approach of outside "experts" telling clients what they should do. Videos highlight early adopters of innovation, who may also be seen as positive deviants in their community. While the videos provide excitement and a focal point, it is the engagement and empowerment of people and social dynamics, which drives the model’s success. Enthusiasm over new technology and innovation in general, and the thrill of appearing on video or seeing fellow community members on video motivates individuals to participate. The power of positive identification with peers is leveraged to minimize the distance between teacher and learner, and to maximize the adoption of the practices or behaviors being modeled. Digital Green collects data associated with the videos, including their reach, the feedback of viewers, and the uptake of featured practices. This data is aggregated and analyzed on near real-time analytics dashboards on the Digital Green website. The dashboards are built upon a data management framework called Connect Online, Connect Offline (COCO), which was created by a team of engineers at Digital Green to be accessible by any web-enabled device. COCO provides an open-access platform for sharing of videos produced and an opportunity to analyze data at the local level for decision-making regarding the production of subsequent videos, targeting of video distribution, and logistical planning. It also enhances accountability and measurement of impact.
Digital Green institutionalizes its model with the existing agricultural development activities of local NGOs and government initiatives to amplify their effectiveness.
The Digital Green model is defined by
  • Integration of technology into existing development efforts of civil society and public sector partners, building local capacity to utilize improved social and behavior change communication tools;
  • Use of local social networks to connect intermediaries in rural and remote communities with content experts, development practitioners, and researchers at district-levels ("hubs and spokes");
  • A participatory process for the local production of short learning videos by and for farmers aimed at capturing and sharing the adoption of new or improved practices;
  • The dissemination of videos within similar communities, involving facilitated discussion, training and supervision;
  • A hardware and software technology platform to exchange data in areas with limited Internet and electrical grid connectivity; and
  • An iterative model to identify opportunities to better address the needs and interests of the community with web-based analytical tools and phone-based feedback channels.