Download - Video Advocacy Primer: Resource for Grantees
Image: WeOwnTV
Resource for Grantees
VIDEO ADVOCACY PRIMER
by Mary Joyce and John Kennedy | July 2016 (v 1.4)
WHY USE VIDEO?
Video advocacy* is an important tool in the campaign ecosystem. Of all media, video best approximates real life. This realism creates an emotional connection with the audience that motivates them to take action. This primer will teach you how to use video to motivate an audience to take action and create change.
* Every word in italics is defined in the Glossary on p. 11.
Image: WITNESS
CONTENTS1 Building a Strategy..........................4
2 Project Management.....................5
4 Production...........................................7
5 Strategic Distribution...................8
6 Measuring Impact............................9
3 Creating a Narrative.....................6
Glossary.........................................................11Budget Example.............................................12
Appendices............................................10
Credits.......................................................20
In-Depth Case Study......................................14
Theory of Change..........................................15
Image: Flickr/LimpingFrog Productions
Release Form Example..................................13
The goal* of any advocacy video is to motivate an audience to take action in support of a larger campaign goal.
What action is needed by your
campaign?
We are making a video that will inspire __________ (audience/s) to ____________ (action). Because of this audience action, our campaign will be able to achieve _______ (campaign goal).
1 BUILDING A STRATEGY
VideoStrategy
Summary
Want to learn more?
Every word in italics is defined in the Glossary on p. 11 of this primer.
*
Start with yourvideo’s goal.
Which audience needs to take that action?
Now, write your own strategy!
Fill out the Strategic Plan at http://impactguide.org/static/library/IFG_Worksheet.pdf.
Use the Video for Change Toolkit at http://toolkit.witness.org/
Examine the Theory of Change diagrams, starting on slide 15 of this primer.
Mor
e on
Vid
eo S
trat
egy
Case Study
Landminesin Senegal
This is a classic example of an advocacy video. The video persuades the audience to connect with a personal story and to act on that person’s behalf. The video’s strategy could be stated as follows: “We are making a video that will persuade the president of Senegal (audience) to fund health care for landmine victims (action). Because of his action, our campaign will be able to achieve adequate victim health care services (campaign goal).” (Video: http://hub.witness.org/en/AgainstTheTideOfHistory by RADDHO)
A politician?
Your supporters?
A funder?
Aud
ienc
eEx
ampl
es Pass legislation?
Attend a rally?
Donate money?
Act
ion
Exam
ples
Now connect audience
and action to campaign
goal.
2 PROJECT MANAGEMENTStep 1
Assemble your Team
It is easier to film sensitive topics with a small crew; 2 is the minimum.
Producer is the Project Manager (understands video’s goal; schedules filming, set up, and interviews)
Basi
c Te
am
Director is the Storyteller (sometimes also does the filming and editing)
Cost does not
determine a video’s success.
You can shoot the video on a camera phone and can use most computers
to edit.
If you dowant to hire professionals, here are the
costs.
Camera Person $500-$1000 per day (in the US)
Prof
essi
onal
C
osts
Editor $500 or more per day (in the US)
Negotiate. They may reduce the fee for advocacy.
2 days filming +
1 week editing =
a 3-5 minute video
Step 2 Determine the Budget
Step 3 Raise
Money
To fundraise outside foundations, find people or businesses
aligned with your goals.
Check BRITDOC Resources page (link below) for
funders interested in your cause.
Step 4 ManageTime
You will need at least a week to schedule the
2 days of filming.
Take time to know the community you are filming.
We assume you are knowledgeable and embedded.
Ceva de Spus had a defined audience and a call to action, which led to a successful campaign and measurable results.Campaign Goal Accessibility for Romanians with disabilitiesAudience 1) Bus drivers; 2) government officialsAction 1) Stop for people with disabilities; 2) Make government buildings accessible to people with disabilities.Team Staff of the disability self-advocacy NGO Ceva de Spus (Something to Say)Budget $400 USDTime 2 days of editing for a 4-minute videoVideo youtube.com/watch?v=YMSdOj9ecIw
Find funders on BRITDOC’s Resources page at britdoc.org/resources/
Mor
e on
Man
agem
ent
Ceva de Spus won 1st prize at the 2015 Health Rights Online Film Festival.
Cas
e St
udy
A
cces
sibi
lity!
Read guide Videoactive Girls: videovolunteers.org/wp-content/uploads/2009/09/Toolkit-Prepared-by-Video-Volunteers-for-Videoactive-Girls-project-of-Global-Fund-for-Children.pdf
3 CREATING A NARRATIVEThe message is what the video
tells the audience to motivate them to act.
What motivates
your audience to act?
Technocrat wants facts, statistics, data, evidence.
Partisan wants to see how it benefits their group.
Empath is moved by emotions: tragedy, injustice, hope.
Aud
ienc
e M
otiv
atio
ns
Most of us have multiple motivations.
What message
will speak to that
motivation?
Technocrat “The data shows that X treatment is effective.”
Partisan “Your political allies and supporters are in favor if funding X treatment.”
Mes
sage
Exa
mpl
es
Empath “Without X treatment, people suffer.”
The story makes an emotional argument for action.
The call to action asks the audience to become part of the
story.
How movies use the Hero’s Journey to create stories: vimeo.com/140767141
Mor
e on
N
arra
tive
Storytelling chapter from Video for Change e-book: library.witness.org/product/video-change-book/
No Talking Heads Film those directly affected, not your staff
Get Out of the Office Go where injustice is happening.
Fina
l Tip
s
De-Center Yourself Let those directly affected speak.
Cas
e St
udy
To
geth
er fo
r Be
rnie
San
ders
Advocacy videos are useful on small focused campaigns and national ones. This 2015 video asked people to help Bernie Sanders in his quest for the presidency.Campaign Goal Bernie Sanders elected PresidentAudience Empath US voters motivated by a desire to connect with their fellow citizensMessage If you want a united country, vote for Bernie SandersStory Bernie Sander is succeeding as the hero of a quest to unite America, but he needs your vote to win the election and complete his quest.Call to Action “Vote together”
Video: vimeo.com/153640576 by HUMAN
The video conveys the “together” message by uniting torn pictures of Americans faces.
Beginning Hero is introduced and starts quest.
Middle Hero faces obstacle.
The
Her
o’s
Jour
ney
End Audience asked to help hero conquer obstacle & complete quest.
One type of story is called
the “Hero’s Journey.”
Politician “Fund Treatment Now!”
Supporter “Call your MP now to demand treatment funding.”
Donor “Donate now!”
Cal
ls t
o A
ctio
n
4 PRODUCTIONDecide who will
do the work.Decide
StrategyCreate
NarrativePre-
Production Production Post-Production
DistributeVideo
EvaluateImpact
Option 1Hire a Media Firm
Your Work Their Work Your Work
Your Work
Your Work
Their Work Your Work
Their Work
1 2 3 4 5 6 7
Option 2Hire a Director
Option 3Partner with aDocumentarian
Option 4Do It Yourself
Video Advocacy Process
Understand Safety & Security at library.witness.org/product/safety-security/
Learn more about the Three Stages of Every Project at thevideoeffect.tv/2013/06/26/video-pre-production-and-post-production/
Mor
e on
Prod
ucti
on
Dig deep into the Video Production Archive at library.witness.org/product-tag/video-production/
You
Documentary director Dara Kell and Socio-Economic Rights Institute of South Africa (SERI) combined their expertise and knowledge to create a series of videos. Option Hire a Director (#2)Goal Engage marginalized communities in SERI’s litigation workDivision of Work SERI staff identified the video goal. Dara helped with strategy and made the video.Video youtube.com/watch?v=Jp708AxzTdI
Case Study Widows of Marikana
High quality, high control
High quality, less control
High quality, least control
Lowest quality, highest control
Ensure the physical &
emotional safety of all participants.
Who Filmmaker, NGO, distributor, those who appear in & are represented by the film
When Risk exists during filming & editing, as well as after distribution.R
isk
Ass
essm
ent
Basic
Con
sider
atio
ns What Risk means retaliation, backlash, re-victimization, & other possible harms Reduce risks
& obtain informed
consent (see form, p. 11)
5 STRATEGIC DISTRIBUTIONNow, show your video
to your audience.
You already
know who they are.
The President of Senegal
American empath voters
Users of Change.org (see case study)
Aud
ienc
eEx
ampl
es
In order to reach your audience, you will need
to build relationships with distribution partners.
Reached byAudience
Dis
trib
utio
n M
etho
d Ex
ampl
es Partner+ =
Embed video on page of ally website; send invitation to watch
video to their email list
Live screening at their office
News report by local TV station
Live screening at the village church
Relationships built at the start of video creation will help with
distribution at the end.
Start reaching out to partners now!
Villagers in a rural area
Cas
e St
udy
In
dian
Rai
lway
s Bl
ind
to D
isab
ility
Journalist at the TV station
Wanting a video to “go viral” on YouTube is not a sufficient strategy. Who needs to see the video? How do you want them to act to create change?Campaign Goal Build a footbridge at a train station to protect blind users from injury.Audience Empath citizens who take action online + empath rail officials who can fund the building of the footbridgeReached by Uploaded to YouTube + embedded on UnheardIndia website + linked to in Change.org petition + live screening for railway officialsOutcome Railway officials agreed to build a footbridge.Video + More Info www.v4c.org/en/video-volunteers-impact-case-study by A. Lalzare.
A Railway Manager (see case study)
Want more suggestions about distributing your video strategically?
Read the Impact Distribution section of impactguide.org/evaluating/evaluation-toolbox/
See many Distribution Pathways at http://impactguide.org/static/images/distribution.png
Read the Hybrid Distribution Guide at v4c.org/en/content/hybrid-distribution-guide
Mor
e on
Dis
trib
utio
n
Politician’s staff
Church pastor
Politician
Likely attendees to your protest march
Other NGO’s working on your
issue
Residents of X city
6 MEASURING IMPACT Measuring impact means documenting
the action taken by the audience after watching
the video.
ActionAudience Metric=Agree to sponsor a
human rights bill
Recycle
Sign up for a legal services consultation
Villagers in a rural area Number of sign-ups
Tons of recycling
+Agreement
Donate Supporters of your
organizationQuantity of
money raisedC
ompa
riso
n Ex
ampl
es Metric
Number of sign-ups
Tons of recycling
+Do we raise more money when we embed a video on the page?
Quantity of money raised
Question for Future Action
Did more people sign up for help when we screened a video first?
Did the news coverage convince more people to recycle?
Comparison=Money raised on the page in 1 month, with &. without a video
Sign-ups with & without a video screening at the event
Tons of recycling in month before & after the broadcast
Most metrics are only useful
in guiding future action
when they are evaluated
comparatively.
Audience action is the goal of any advocacy video
Measuring action = measuring
goal achievement
Cas
e St
udy
KO
NY
201
2
The KONY 2012 viral video is criticized for gaining 100+ million views, but not leading to the arrest of Joseph Kony, and for speaking for Ugandans, removing their agency. The video highlights that views ≠ change.Campaign Goal Arrest Ugandan warlord Joseph KonyAudience Empath young AmericansAction Buy and use action kit + sign pledge + donate Metrics Arrest Kony (+ action kit sales/use + $ raised)Impact Substantial donations and views, Kony still at large.Video www.youtube.com/watch?v=Y4MnpzG5Sqc
Use the Evaluation Toolbox at http://impactguide.org/evaluating/evaluation-toolbox/
Mor
e on
Mea
suri
ng Im
pact
Read this post on Creating and Measuring Social Impact at v4c.org/en/video-change-working-paper-creating-and-measuring-social-impact
Politician
Residents of X city
The metric is the unit of
measureof that action.
Met
ric
Exam
ples
APPENDICES
Image: WeOwnTV
VIDEO ADVOCACY GLOSSARY•Action Task or activity undertaken in furtherance of a goal •Advocacy Promotion of an action or policy to benefit a population or person whose interests are not being met•Audience Intended viewer(s) •Call to Action Words that incite the audience to urgently undertake an activity•Campaign Series of actions undertaken to achieve a goal•Content Information and ideas expressed through a medium, such as words or images•Distribution Partner An individual or organization who, through their own connections to your audience, helps you show your video to that audience• Empath Person who is able to perceive the emotional state of another person and who is moved to take action based on that other person’s emotional state•Goal Desired outcome•Hero Character at the center of a story; the protagonist•Impact Change made to a situation or context*•Informed Consent Permission given to undertake an activity with understanding of the possible consequences •Message Underlying persuasive content of a piece of media, usually not explicitly stated•Metric Unit of measurement•Motivation Reasons for taking action•Narrative Account of connected events• Partisan Strong supporter of a particular group or cause, often to the exclusion of concern for other groups or causes• Persuasion The art of convincing someone to do something
• Post-Production Final phase of video creation, which begins after all the footage has been captured. Includes editing the• footage in a way that effectively tells the story. Other tasks include adding titles, subtitles, graphics, music, color correction and effects. **• Pre-Production The phase of a video project where all the planning takes place before the cameras roll. This work includes casting (selecting hero), storyboarding, script-writing, and scouting locations.**• Production This phase begins once the footage is recorded. During the production process you will work out the lighting requirements, framing and composition. **•Quest Long and difficult search for the solution to a problem• Strategy Plan of actions undertaken to achieve a goal• Story Account of connected events told for the purpose entertaining - or otherwise emotionally engaging - an audience•Tactic Action undertaken to achieve a goal•Technocrat Person with analytical skills and knowledge who relies on that expertise over emotions or group affiliation when making decisions, particularly decisions of an official nature•Video Recording of moving images•Video Advocacy Use of a recording of moving images to convince an audience to take an action that will benefit a population or person whose interests are not being met•Viral Spreading rapidly from one person to another, as when a disease is transmitted among infected people* Source: Video for Change (www.v4c.org)
** Source: The Video Effect (www.thevideoeffect.tv)
VIDEO BUDGET EXAMPLE*
*Budget courtesy of NMAP
Staff & Benefits
Staff, Payroll Taxes, Benefits $12,000.00
Staff & Benefits Total $12,000.00
Contractors
Contractors - Shooting (5 days @ 400/day) $2,000.00
Contractors - Field Audio/Production Assistance (5 days @ $250/day)
$1,250.00
Contractors - Editing (12 days @ $400/day) $4,800.00
Music - Licensing / Composition $500.00
Transcription and Translation $2,000.00
Graphics $1,000.00
Contractors Total $11,550.00
Travel
Airfare (2 staff members @ $1000 + baggage) $2,400.00
Food, Lodging (3 staff + creatives x 5 days @ $250/diem) $3,750.00
Local Transport $350.00
Travel Costs Total $6,500.00
Equipment and Capital Expenditure
Camera Equipment (Rentals @$150/shoot day) $750.00
Storage/Hard Drives $600.00
Total Equipment and Capital Expenditure: $1,350.00
Direct Costs Total $31,400.00
Indirect Costs
Indirect Costs (Rent, Accounting, Audit, Insurance, Supplies, Utilities, Postage, etc.) 12% of budget
$3,600.00
Indirect Costs Total $3,600.00
Budget Total $35,000.00
Section title (Use color to make
budget easy to read.)
Description of good or service
Section sub-total
Cost of good or service
Words go on the left.
Direct cost of making the video
Indirect administrative
costs (overhead)
Numbers go on the right.
Total cost of the video project (Brightest color
because this is the most important info.)
RELEASE FORM EXAMPLE*
*Form courtesy of WITNESSLink: library.witness.org/product/informed-consent-template/
Checklist for Personal Informed Consent and Release
Name of Interviewee: _____________________Name of Producer(s): _____________________Date: _________________
Par$cipa$on in Interview
☐ I am 18 years old or older (If under 18, obtain addi2onal consent from legal guardian).☐ I understand who is interviewing me, and why I am being interviewed (Ask interviewee to explain in his or her own words).☐ My parCcipaCon in this interview is voluntary. I understand that there are no repercussions for refusing to parCcipate.☐ I understand that I can stop this recording and interview at any Cme, and that I can refuse to answer any quesCon.
Restric$ons
☐ I understand that I am free to set restricCons on the filming, recording, and use of this interview.☐ I consent to the filming, recording, and use of my face/image. (☐ I do not consent to the filming, recording, and use of my face/image).☐ I consent to the filming, recording and use of my voice. (☐ I do not consent to the filming, recording and use of my voice).☐ I consent to the use of my full name. (☐ I do not consent to the use of my full name).☐ I hereby declare the following further restricCons on the use of these recordings:____________________________________________________________________________________________________________________________________________________________________________________________________________________
☐ I understand that if circumstances change and I need to rescind consent, I must contact the Producers, who will abide by my request to the extent possible.
Usage
☐ I understand that use can mean reproducCon, exhibiCon, broadcast, and archiving, in whole or in part, in any media now known or hereaJer to come into existence, throughout the world. I understand that examples of use include broadcast on television, posCng on the Internet, exhibiCon at public screenings, inclusion in reports and legal cases, and long-‐term retenCon and accessibility in an archive.☐ I consent to the use of these recordings in the video advocacy project, _________________________, abiding by the restricCons set out here.☐ I consent to the Producers’ use of these recordings for other purposes now and any Cme in the future, in a manner consistent with the Statement of Intent on Video Usage, which includes abiding by the restricCons set out here.☐ I consent to allowing the Producers to license or assign the rights to these recordings to third parCes, in a manner consistent with the Statement of Intent on Video Usage, which includes abiding by the restricCons set out here.☐ I understand that due to the nature of digital recordings, there is a risk that anyone may obtain, view, and re-‐use copies of these recordings, and the restricted informa$on contained in them, without my permission or the permission of the Producers or their licensees.
ProducerSigned: ______________________ Signed: _______________________ Name: _______________________ Name: ________________________OrganizaCon: _________________ OrganizaCon: ___________________Date: ________________________ Date:_________________________
Consent to be interviewed
Restrictions on what can and cannot be
recorded from that interview
Consent to use the video recording of
the interview
Both participant and filmmaker sign
Consent is only meaningful when it is possible to deny consent.
IN-DEPTH CASE STUDY THE WIDOWS OF MARIKANA
What is the video? Bertha Justice Initiative partner Socio-Economic RightsInstitute of South Africa (SERI) collaborated with Sleeping Giant Films to produce a series of videos. One is called Imbokodo: The Widows of Marikana. That video documents the experiences of the families of miners killed in the struggle for a living wage at Marikana, South Africa, on August 16th, 2012.
What is the video link? youtube.com/watch?v=Jp708AxzTdI
Who made the video? Dara Kell, who is also director of the documentary Dear Mandela.
Who was the project manager? The video project was jointly managed by Dara, Stuart Wilson (Executive Director of SERI), and Nomzamo Zondo (Director of Litigation for SERI).
Who created the strategy? Dara used knowledge gained during outreach and screenings of Dear Mandela to define the audience and the goals of the videos.
Who was the audience of the video? The primary audience for the video is the communities most affected by these health rights and civil rights issues. The videos were brought to a number of rural communities to be screened directly to this audience. The videos were also shared with civil society, young lawyers, and media groups.
What action did you want from those who watched the video? The aim was for the audience 1) to know their rights, 2) to understand their rights when engaging lawyers, and 3) to become engaged in the struggle for justice.
What was your theory of change? The campaign goal was to increase participation of marginalized communities in South Africa that SERI serves in civil rights litigation. The video goal was to show these stories to the marginalized communities. We hoped the video would persuade these communities to see that they have power and access to rights defined in the constitution. The impact for SERI would be to see more individuals from these communities become engaged in legal proceedings.
How much did the video cost? $37,900 for 4 short documentary-
style advocacy videos.
How did you raise the funds? We received a Bertha Foundation
Media Opportunity grant. How did SERI find a director? Stuart Wilson was a lawyer involved in the Dear Mandela documentary, made by Dara.
How did Dara and SERI work together? (i.e., who set the goal and content of the video? How did they reach these decisions?) Stuart Wilson and Nomzamo Zondo had a clear goal for the story and knew the best storytellers. Dara was left in charge of the filming. The SERI team gave feedback and notes to Dara.
Did you do an impact study? SERI and Dara are starting an impact study in August of this year.
Image: WITNESS
Basic & Advanced Models
VIDEO ADVOCACY THEORY OF CHANGE
by Mary Joyce
BASIC MODEL
Start here.
CampaignGoal
VideoGoal
AudienceAction
Identifyaudience
that needs to act.
Show video to audience.
Audience action
benefits campaign.
Mary Joyce, 2016
Tuberculosis Treatment in East AfricaPatients who are delinquent in taking their TB medication are unjustly sent to prison, instead of treatment centers.
Start here.
CampaignGoal
The goal is that TB patients who a r e d e l i n q u e n t o n t h e i r medications are sent to treatment centers, not to prison.
VideoGoal
Magistrates who see the video subsequently sentence patients to treatment centers, instead of prison.
AudienceAction
One of the magistrates said it influenced her thinking, but it’s unclear if sentencing practices changed.
Magistrateshave control
over sentencing.
Video screened for magistrates.
Since we don’t know if sentencing practices changed, we also don’t know
if the video benefited the campaign.
Mary Joyce, 2016
BASIC MODEL EXAMPLE
CampaignGoal
Desired benefit forMarginalized Population
VideoGoal
desired effect onAudience
Impact ofVideo
realized effect onAudience
Impact onCampaignrealized benefit forMarginalized Population
Audience sees video
Desired
Realized
MarginalizedPopulation Audience
C a m p a i g n identifies an audience that c a n b e n e fi t the population
A u d i e n c e takes action
End evaluation here.
Goa
l-Set
ting
Eval
uatio
nCampaign Video
Evaluate whether video benefited population
Start goal-setting here.
Mary Joyce, 2016
ADVANCED MODEL
Desired
Realized
Population: DelinquentTB Patients
Audience: Magistrates
CampaignGoal
TB patients who are delinquent on their medications are sent to t r e a t m e n t c e n t e r s instead of prisons.
VideoGoal
Magistrates who see the v i d e o s u b s e q u e n t l y sentence pat ients to treatment centers instead of prison.
Impact of Video on Audience
A single magistrate “admitted to having learnt something new that would assist her... to ensure that the public health is not put
at risk.”*
Impact of Audience Action on
Campaign? (NGO provided no evidence as to whether sentencing rates actually changed.)
*Text from a 2015 grantee report; anonymized to protect the privacy of the NGO
M a g i s t r a t e s ha v e c on t ro l over sentencing
U n c l e a r w h e t h e r magistrates c h a n g e d sen tenc ing practices
Video screened for magistrates
Unclear if video actually helped patients
Start here.M
ary Joyce, 2016
Tuberculosis Treatment in East AfricaPatients who are delinquent in taking their TB medication are unjustly sent to prison, instead of treatment centers.
ADVANCED MODEL EXAMPLE
CREDITSWe would like to thank these Bertha Foundation partners for their input into the creation of this primer: •Adam Stofsky, New Media Advocacy Project •Jessica Mayberry, Video Volunteers •Andrew Lowenthal, EngageMedia •Priscila Neri and the team at WITNESS
We would also like to thank these Bertha Foundation partners for their input on the needs assessment: •Stuart Wilson, Socio-Economic Rights Institute of South Africa •Jennifer Gibson, Reprieve •Brian Concannon, Institute for Justice and Democracy in Haiti •Anabel Bermejo Bragado, European Center for Constitutional and Human Rights •Shahzad Akbar, The Foundation for Fundamental Rights •Romel Bagares, CenterLaw
Image: WITNESS
THANK YOU!
Mary Joyce | Analysis + Design + Content [email protected]
John Kennedy | Project Management + Outreach + Interviews + Content [email protected]
IMPACT
Image: Flickr/Tom Blackwell
FindingsImage: Flickr/Very Quiet 1
THANK YOU!
Mary Joyce | [email protected]!Video Strategy Analysis, Findings and Recommendations, Information Visualization and Models
John Kennedy | Video Content and Production Analysis | [email protected]
IMPACTImage: Flickr/Tom Blackwell
FindingsImage: Flickr/Very Quiet 1
THANK YOU!
Mary Joyce | [email protected]!Video Strategy Analysis, Findings and Recommendations, Information Visualization and Models
John Kennedy | Video Content and Production Analysis | [email protected]
Image: LifeMosaic