Cliff Schmidt: Literacy Bridge

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Presentation from ICT4Agriculture: innovation and the 'last mile' - an event held by the Humanitarian Centre and ARM as part of the Global Food Futures Year and the "ICT4 . . ." series.

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  • See video at http://ammsweb.scu.edu/webcasts/mobile2/GSBI_Biz_Presentations/main.htm (1hr 45min 30sec)----------When we talk about the Base of the Pyramid, we often are thinking of untapped market potential.But in the next few minutes, let’s think about the Enormous untapped human potentialLB wanted to find out what would happen if we were to give some of the poorest farmers in the world some of the best farming adviceSince most illiterate, had to do oral form – audio deviceFew months into pilot, this farmer, Felix, took me out to farm, he was part of pilot, but he didn’t want to literally bet the farm on all these new ideasSo he did something pretty cool: on half of his farm, he applied the traditional methods he learned from his parents/grandparents; And on the other half of his farm, he applied everything he learned through our serviceI took these photos, and I was astounded!This got attention of biz in food industry: Strengthening supply chaingIt also got the attention of govt services in public health & agric extension: Cost-effectively reach into villagesThis summer $500k to reach 100k peoplePrepare for global scale of hundreds of millions
  • See video at http://ammsweb.scu.edu/webcasts/mobile2/GSBI_Biz_Presentations/main.htm (1hr 45min 30sec)----------When we talk about the Base of the Pyramid, we often are thinking of untapped market potential.But in the next few minutes, let’s think about the Enormous untapped human potentialLB wanted to find out what would happen if we were to give some of the poorest farmers in the world some of the best farming adviceSince most illiterate, had to do oral form – audio deviceFew months into pilot, this farmer, Felix, took me out to farm, he was part of pilot, but he didn’t want to literally bet the farm on all these new ideasSo he did something pretty cool: on half of his farm, he applied the traditional methods he learned from his parents/grandparents; And on the other half of his farm, he applied everything he learned through our serviceI took these photos, and I was astounded!This got attention of biz in food industry: Strengthening supply chaingIt also got the attention of govt services in public health & agric extension: Cost-effectively reach into villagesThis summer $500k to reach 100k peoplePrepare for global scale of hundreds of millions
  • We work with local experts And capture their knowledgeinto audio recordingsThat may be song stories, dramas interviews
  • FocusingOn agriculture practices
  • And health behaviors
  • Designed for the very poorest rural families
  • And deliver this information on an on-demand but off-grid media platform
  • How do we scale this around the world?Starbucks, Mars, Kraft paid for us to use Talking Books to train cocoa farmers.Their problem was that they see a growing global demand for chocolate.They care about their supply chain They wanted us to help farmers learn to improve quantity and quality of cocoa
  • Very excited about a project with a really, really, well known intl health org – wish I could name it today.For us to delivery maternal and child health messages to 40,000 people
  • The service takes advantage of a piece of tech we developed called Talking Book.It’s a simple and durable device designed specially for learning needs of people in oral culturesSo that they can learn what the need, when they need it, and wherever they need it – whether their village has electricity or notIt also has another really important featureIt tracks what people are listening to, when they start, when they stop, what is listened to quite a lot and when they drift off to another topic
  • We also encourage people to record into the device and give us their feedbackThat way we can know what people want and continually improve the content that we deliver each month to these villages
  • So last year, expanded to 10 and saw a 36% improvement
  • Just last late year meeting this farmer on the left, Maalong.At the beginning of last year, he was average peanut farmerBut by the end of the year, he had listened to and applied all the messages on peanuts,And govt awarded him best peanut farmer in a district of 68,000 farmersI got to see that!About 10 minutes, I saw another farmer win best beans farmer in same district,Same story / different villageBut got all his information from the deviceThat was 2 of the 4 major crop awardsAnd we’d hardly touched the district
  • Just last late year meeting this farmer on the left, Maalong.At the beginning of last year, he was average peanut farmerBut by the end of the year, he had listened to and applied all the messages on peanuts,And govt awarded him best peanut farmer in a district of 68,000 farmersI got to see that!About 10 minutes, I saw another farmer win best beans farmer in same district,Same story / different villageBut got all his information from the deviceThat was 2 of the 4 major crop awardsAnd we’d hardly touched the district
  • Remember health is a key part of this too.
  • Maalong’s wife, Claudia was 7 months pregnant when he was listening to peanut messages.She listened to all the maternal and child health messages we includedAnd she did everything she could do to deliver and raise the healthy baby that they have today
  • Cliff Schmidt: Literacy Bridge

    1. 1. Delivering life-changing knowledge to the poorest rural families L I T E R A C Y B R I D G E
    2. 2. L I T E R A C Y B R I D G E
    3. 3. L I T E R A C Y B R I D G E
    4. 4. Delivering life-changing knowledge to the poorest rural families L I T E R A C Y B R I D G E
    5. 5. Knowledge from Local Experts
    6. 6. Agriculture Practices
    7. 7. Health Behaviors
    8. 8. For the Poorest Rural Families
    9. 9. Delivered On Our On-Demand / Off-Grid Media Platform
    10. 10. Agribusiness L I T E R A C Y B R I D G E
    11. 11. Maternal & Child Health L I T E R A C Y B R I D G E
    12. 12. The Talking Book • Simple • Durable • Designed for oral cultures • Designed for on-demand / off-grid
    13. 13. User Feedback
    14. 14. L I T E R A C Y B R I D G E
    15. 15. Results: Effectiveness • Effectiveness = Learning, Application, Production • In homes, 91% had applied a new practice. • Guidance from a neighbor or use outside the home, only 6 of the 12 had applied • Talking Book group significantly increased total crop production from 2008 to 2009.
    16. 16. CA reports/ focus groups Talking Book metrics Monthly community visits KAP surveys In-depth interviews Monitoring the Program
    17. 17. Agriculture Impact • 2009: Average farmer had 48% larger harvest after first year of program (40 farms, one village) • 2012 36% larger harvest after first year of program (177 farms, ten villages)
    18. 18. 2012 Best Farmer Awards • Best Peanut Farmer and Best Beans Farmer • 2 of the 4 major crop awards • We had reached 6% of the district’s 68,000 farmers.
    19. 19. 2013 Best Farmer Awards 3 More!
    20. 20. Best Farmer Awards • 2012 “Best Peanut Farmer” • 2012 “Best Beans Farmer” • We had reached 6% of the district’s 68,000 farmers.
    21. 21. Healthy Baby Award While the husband learned to become the best farmer… …his pregnant wife learned to have a healthy baby.

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