Digital Green uses information and communication technology to amplify the effectiveness of development efforts around the world to affect sustained, social change. The Digital Green approach combines technology and social organization to improve the cost-effectiveness of and increase community participation in existing people-based extension systems.
2. Business sustainability
Digital Green works with existing, people-based extension systems and aims to amplify their effectiveness. While video provides a point of focus, it is people and social dynamics that ultimately make Digital Green work. Local social networks are tapped to connect farmers with experts; the thrill of appearing "on TV" motivates farmers; and homophily is exploited to minimize the distance between teacher and learner.
The Digital Green system combines technology and social organization to maximize the potential of building the capacity of farmers on improved, sustainable agriculture and allied livelihood interventions. The videos that are produced by farmers, of farmers, and for farmers across our field locations are periodically synchronized with our global library of videos on our website.
"I've had many enriching and humbling life experiences during the last 6 months that I have spent in Digital Green's field location at a tribal village in Neemad region, a dry-belt in Madhya Pradesh's Dewas district." Indrani Medhi, Trustee On Secondment from Microsoft Research India"
— Indrani Medhi Trustee
"When we see videos and do it, then we can believe in it. Belief comes by doing, not just by seeing. So after seeing the video we have to practice it. Then we can believe it."
— Sugan Bai Farmer
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