Measuring reach, engagement, and use with penetration studies method: The impact of an animated jerrycan storage video after country-wide scaling in Ghana, Kenya, and Nigeria

<p>During the COVID-19 pandemic, a study was conducted in three USAID Feed the Future countries Ghana, Nigeria, and Kenya to address postharvest loss using a mass-distributed educational animation. The video is a 5-minute animated video that demonstrates how to preserve cowpeas in jerrycans after harvest while avoiding insect damage. The processes for preparing the cowpea for the technique are explained in the video, which was overlaid with various local languages in the three countries to provide access to farmers with language challenges.The study aimed to measure the reach, engagement, and self-reported use of the animation, translating it into approximately 100 languages and disseminating it through partner-developed virtual and traditional in-person channels. Surveys in randomly selected villages revealed that 42.1% of respondents had seen the video, 93.2% understood it, 90.3% could explain it, and 58.1% had used the techniques. These data were extrapolated to estimate a broader impact, projecting potential viewership at 13.2 million, comprehension at 12.4 million, ability to explain at 12.1 million, and usage at 9.0 million.</p>

<p>The study demonstrated high engagement and practical application of the video's techniques, with regional variations. The strategic partnerships and flexible distribution channels were crucial to the video's effectiveness. The results highlight that mass-scale messaging for improved food security is possible during crises. This study prompts further investigation into the potential of animated videos to fill gaps in agricultural extension services, even in non-crisis times. The success during the COVID-19 pandemic suggests that similar strategies could be effective in addressing other crises, such as climate change, to tackle universal problems like food security. Future research should explore achieving similar results without the urgency of a crisis.</p>