In 2008, an NGO showed videos about rice to farmers in 19 villages in Benin. A study in 2013 showed that farmers remembered the videos, even after five years had passed. In most of the villages at least some farmers experimented with rice farming or with new technology after the video screenings, which attracted large audiences of community members, including youth and women. Some of the villagers also visited extension agencies to get rice seed, and occasionally to seek more information.

Since 2012, hundreds of organisations across West Africa have shown a series of ten videos on Fighting striga and improving soil fertility to farmer groups and rural communities. This paper asks if a village would change its social structure just because they watched these videos? Field research in Mali revealed that the answer is yes, sometimes, especially if they watched the videos in groups and saw other farmers in the videos doing group activities.