Digital Green: Leveraging Local Knowledge and Talent for Video-Based Information Dissemination

Abstract

Digital Green is a global development organization that empowers smallholder farmers to lift themselves out of poverty through aiding farmers to create instructional videos on best farming practices and techniques. Students are asked to consider the major hindrances to the success of Digital Green’s latest project: creation of videos on agricultural innovations and best practices in Bihar, East India.

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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Resources

Exhibit 1: Organisational Structure of Jeevika and Digital Green

The illustration is in the form of a hierarchy. These are divided into four sections namely Cluster, Block, District and State. The state includes CEO Jeevika, State Program Manager Livelihood and Regional Manager Digital Green. The District includes District Program Manager, Livelihood manager and Program manager. The Block section includes Block Program Manager, Livelihood Specialist and Assistant program manager. The Cluster section includes Area Coordinator, Community Coordinator and Skill Extension Worker. Below are two boxes that include Village Resource Person and Community Mobilizer. The Village Resource Person is connected to Area Coordinator and Community Coordinator. The Area Coordinator is further connected to Block Program Manager, District Program Manager and CEO Jeevika in series. The Community Coordinator is connected to Block Program Manager and Livelihood Specialist. The Livelihood Specialist is further connected Livelihood Manager. The Livelihood manager is further connected to District Program Manager and State Program Manager Livelihood. The State Program Livelihood Manager is further connected to CEO Jeevika. The Village Resource Person and Community Mobilizer are connected to Assistant Program Manager, Program Manager and Regional Manager Digital Green in series.

The illustration shows a chart of organisational structure of Jeevika and Digital Green.

Source: Created by the authors

Exhibit 2: Digital Green and Jeevika Partnership

On the extreme left is Village Organisation that is surrounded by 4 circles labelled SHG. An arrow pointing towards right denotes Supported By. In the middle section is Village resource person, Bank Mitra and Community Mobiliser labelled as Community Cadre. Next to it on the right is Jeevika Community Cadre and Digital Green Technology Solution, which overlap, labelled as DG–Jeevika Partnership. On the extreme right is Innovative locally relevant livelihood practices, labelled as Massive outreach.

The image shows an illustration of partnership between Digital Green and Jeevika Partnership.

Source: Created by the authors

Exhibit 3: Flow of Video Creation

The first step is Topic Identification and Content Creation and it reads Done by Jeevika Specialist and VRPs, and Local livelihood needs taken into account. The second step is Video Production and it reads Story board is created by production team of the district which consists of VRPs who are trained by MRPs and Digital Green in video production, editing and quality assurance aspects. The third step is Video Dissemination and it reads Disseminated by VRPs and Dissemination quality is monitored by MRPs and on a sample basis by Digital Green. The fourth and the last step is Adoption and it reads Adoption is measured by the VRP, validated by MRPs and on a sample basis by Digital Green.

The image shows an illustration of identification, creation, production, dissemination and adoption of video creation process.

Source: Created by the authors

Exhibit 4: VRP Meeting

The image shows a group of villagers consisting of four women and three men with plastic bags, are seated on chairs inside a building. They are attentively looking at the front of the room. In front of them is a desk with some papers, a pen, a laptop and a bag.

Source: Digital Green

Exhibit 5: Video Production in Action

The image shows a woman shooting a video of two men working in the field.

The image shows a scene from the village where some professionals are shooting a video of villagers. A big crowd of villagers is looking at this process.

Source: Digital Green

Exhibit 6: Video Screening

The image shows a group of village women seated on the floor attentively looking at the display from a projector.

The image shows women and children seated on the carpet for a video screening.

Source: Digital Green

This case was prepared for inclusion in Sage Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2024 Sage Publications, Inc. All Rights Reserved

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