A couple of years ago I wrote this about "how-to" videos being a powerful learning force in the Web 2.0 armoury.
Now thanks to David Gurteen's knowledge letter, I have some scientific proof that they can have a real impact on the changing behaviours.
Paul Van Mele of the Africa Rice Center in Cotonou, Benin has undertaken a study where farmers were shown how to parboil rice using video and using traditional training sessions.
According to the New Scientist article:
"The team found that uptake of the parboiling technique by women who watched the video was 72 per cent, compared with just 19 per cent by those who attended a conventional workshop with a scientist or non-governmental organisation worker (International Journal of Agricultural Sustainability (DOI: 10.3763/ijas.2009.0438)".
An interesting study which I believe indicates that the success of the videos was due to their being shown in the evening, when most people were able to watch. The video also uses real farmers, enabling the viewer to connect with "like" people. It demonstrates that a story can be far more effective for encouraging new behaviours than and expert led training session.