28 March 2006
Livestock farmers can now access crucial information on the health and productivity of their animals, thanks to an innovative multi-media communications programme developed as part of DFID’s Livestock Production Programme.
‘The Livestock Guru’ is a multi-lingual software package that has been designed by researchers at the University of Reading’s Livestock Development Group, in response to livestock farmers’ need for accurate and timely information about the livestock in their care. A survey of more than 4,000 farmers on three continents identified the lack of advice on livestock production, management and health as the biggest constraint to their livelihoods.
The Guru is suitable for illiterate farmers, and anyone unfamiliar with computers. It has a touch-sensitive computer screen and a series of pictures that enables users to diagnose, prevent and where possible, to treat specific animal diseases. Nearly five thousand poor farmers in India, Bolivia and Kenya have used the software, which is produced in five language versions; Tamil, Oriya, Aymara, Quechua and Swahili.
The Livestock Guru technology is distributed through a number of local institutions such as Village Knowledge Centres, Dairy and Farmer Associations and other community-based organisations.
Valliyammal, a livestock owner from Mannidapet who used the computer at her local milk co-operative in India said, “When I saw the computer here, I realised that I could learn many things. This is the computer where I learned about mastitis and how to maintain my cows and cowshed properly. If people discover this facility, they will also explain what they have learned to others.”
Bringing information to the poor
The programme is succeeding in reaching some of the poorest farmers who are often marginalised from traditional extension delivery, such as women. The Guru tailors information to each individual user's needs, so it is more readily absorbed and put to use. In Bolivia, researchers found that farmers showed up to a 44% increase in basic knowledge regarding the diagnosis, treatment and prevention of important livestock diseases. Further, the uptake of specific learning messages was nearly 10% higher when using the Guru than in comparison to other media such as videos or written extension material.
A key benefit of the program is its ability to transmit the knowledge demands of farmers to decision-makers. Unlike traditional methods such as television and radio, the Guru is able to measure the demand of users for particular material, thereby enabling decision-makers to understand the concerns and needs of the poor.
The potential benefits of the package are large: an estimated two thirds of the 2.2bn households living on less than US$2/day keep livestock. Their information need have been largely overlooked in the ‘communications revolution’ that makes instantaneous access to up-to-date intelligence an everyday occurrence for the rest of us.
There are plans to launch local versions of ‘The Livestock Guru’ in South Africa and China, in response to high demand from those who have heard about its success elsewhere.