The Gates Foundation funded Digital Green, an organization that produces short videos showing local farmers demonstrating successful agricultural practices in their own languages, and screens them in community settings with trained facilitators. The model proved dramatically more cost-effective than conventional agricultural extension services — a 2012 independent study found Digital Green was seven times more effective at changing farming behavior than traditional approaches at one-tenth the cost. By 2023 the platform had reached over 2 million farmers across India, Ethiopia, Tanzania, Ghana, and Mozambique with practices covering nutrition gardening, improved seed varieties, soil health, and climate-smart techniques.