The HarvestPlus Rwanda Country Program collaborated with some of Rwanda’s top musicians to write and record a song and music video about the value of including biofortified high iron beans as part of a nutritious diet. HarvestPlus organized a series of countrywide experiential marketing events that featured live performances of the song and nutrition messages delivered by popular musicians, and opportunities for consumers to purchase biofortified high iron beans seed and grain. In addition to extensive radio play in Rwanda, the English subtitled version of the video on YouTube has been viewed more than 30,000 times and a Swahili subtitled version has been viewed more than 11,000 times.
The HarvestPlus Nigeria Country program collaborated with Nollywood actors and celebrities to create a movie titled “The Yellow Cassava,” which was nominated for the award of “Best Film” at the 2015 Africa Magic Viewers Choice Awards. Three other movies in local languages: Dada Oni Paki (Yoruba), Ebiyebi (Ibo), and Sakani (Hausa) were produced to educate rural households in specific regions of Nigeria about biofortification. The films entertain while informing Nigerians on how vitamin A cassava can improve their health and encourages switching from white cassava to “yellow” vitamin A cassava.