Triggering a rural farmer to adopt new farming practices is incredibly difficult. There are hundreds of new steps for farmers to learn and even more bad habits to break. For example, many farmers throw fresh cow manure on their land believing that it will act as a fertilizer not realizing it actually burns their crops’ roots.
The Cambodia HARVEST project is making it easier for farmers to learn correct practices by providing long-term, hands-on training. Cambodia HARVEST hired us to develop a training video that would help them train farmers faster and reach scale.
Our testing showed us that showing the bad habits was just as important as showing the proper techniques, otherwise many farmers don’t realize their own mistakes. So we created two characters, Sweet Tomato and Rotten Tomato, to playfully contrast the do’s and don’ts of farming.