Develop a Video Advocacy Plan and Review Case Studies

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description | The aim of this presentation is to share the key elements of our approach to developing a video advocacy strategy. The presentation will cover: advocacy goals; identifying and prioritizing audiences; developing a video distribution plan; finalizing key messages that should be in the video; choosing the best advocacy story and which voices are included in the video. Additionally, participants will evaluate the structure, style and length decisions, and evaluate group or organizational capacity to create an effective video at the given stage of the campaign. This session will also introduce examples of video advocacy strategies and have participants practice recognizing the various key components for developing an effective video advocacy strategy through case studies presented. WITNESS Training Curriculum - Part of module 2

Transcript of Develop a Video Advocacy Plan and Review Case Studies

  • Develop a Video Advocacy Plan and Review Case Studies WITNESS invites you to use, remix and share this curriculum.All materials are under Creative Commons Attribution-Non-Commercial ShareAlike 3.0 License. You can also find more video advocacy training materials at
  • What does the legacy of the Rodney King incident mean for WITNESS, for human rights defenders, for the individual stories captured and shared via video every day?
  • . WITNESS MandateOver the past decade, WITNESS haspartnered with groups in over 70countries, empowering human rightsdefenders and concerned citizens to usevideo as a tool to create change.As part of an advocacy strategy around aparticular issue, WITNESS partners videostarget decision-makers, the media, andthe general public to catalyze grassrootsactivism, political engagement, andchange in human rights policies andpractices.
  • Session Objective . Share key elements of WITNESS approach to mapping out a video advocacy strategy Introduce key examples/case studies of video advocacy strategies and have participants practice recognizing key components
  • For WITNESS, Video Advocacy is: . Using video to help drive changes in human rights policies, behaviors and practices by communicating with particular audiences Video as a complement to other advocacy tools Video made for a reason, not about an issue Creating a space for action
  • For WITNESS, Video Advocacy is not: . A substitute for other advocacy tools Using video primarily as a publicity, educational or training tool Just for professional filmmakers or journalists Necessarily dependent on strong graphic imagery for impact An effective tool on its own; it must be part of wide range of advocacy strategies
  • WITNESS Methodology . Mapping out a video advocacy strategy Analysis of stage of campaign: inform, cultivate, activate S.M.A.R.T. advocacy goals Specific, analyzed target audiences Message with a clear request for action
  • WITNESS Methodology . Appropriate stories and voices, within the right structure, style and length and creating clear space for action A timed and sequenced distribution strategy Reality check fit with video advocacy strengths and organizational capacity Consider how to draw on the power of networks
  • Advocacy-Driven Video . Establish the purpose of the video within broader advocacy strategy Is it essential? How will video enhance other advocacy activities? Set clear and specific objectives for the video, specifying what they are, and how they can be achieved
  • Targeting Your Audience(s) . Who has an influence on your advocacy goal? Who should be reached and persuaded? What is their perspective or attitude to the issue? What is their level of awareness? Who are your secondary audiences who can pressure your primary audience?
  • Example Primary Audiences . Courts, tribunals and other judicial and non- judicial bodies Legislative and executive bodies Human rights bodies, Commissions, Special Rapporteurs, Working Groups, etc. Key decision makers with influence on human rights issues (IFIs, corporations, aid agencies, etc) Your community, and solidarity activist communities Broader public via traditional and new electronic media
  • Audience-Driven Messages . What is the message you need to get to this audience? Are you educating, engaging or activating? What story will be persuasive, compelling or motivating for this audience? What voices is it important to have in the video in order to have political, ethical and emotional credibility and impact?
  • Who is Credible? Emotional credibility: Who speaks to our heart, and to our storytelling instincts? Analytical credibility: Who speaks to our head? Political credibility: Who speaks to the audience? Who needs to be in to satisfy them? Ethical credibility: Whose voices must be in for ethical reasons? I.e. Do we always ensure that those most victimized/marginalized are given the space to speak out?
  • . Tailoring Your VideoYour audience selection will inform your videos: Story and Structure Style Format Length Language and Tone Viewing Strategy
  • . Timing and Distribution Use timing to your advantage Is your audience able, available and willing to listen to you? When and where is best for them to view? When is the best opportunity screen the video? Choosing tipping points where personal testimony, strong stories, and visual evidence will make the final persuasive push Choosing the right messenger Who will your audience agree to see, and listen to?
  • 5 Essential Questions1. What was the objective of the video?2. Who do you think the primary audience was?3. What was the story of the video?4. What was the message of the video?5. Was there a request for action? What was it?
  • Additional Considerations What voices do you hear? What voices did you not hear? Did the video and story keep your attention? Was the video was too short or too long? Was anything unclear or confusing? What materials do you think should have accompanied the video? Do you think video was essential the right, strategic choice?
  • . WITNESS Partner Case Studies On the Frontlines and A Duty to Protect (DR Congo) child soldiers videos for community organizing and decision-maker advocacy Bound by Promises (Brazil) and Missing Lives (Chechnya) for decision-maker advocacy Shoot on Sight (Burma) for international solidarity organizing and media work Book Not Bars (prisons in the USA) and System Failure (juvenile justice in the USA)- video used in community organizing and decision-maker advocacy Witness to Truth (truth and reconciliation, Sierra Leone) video paralleling an official report Dual Injustice (feminicide in Mexico) using an emblematic story Living Proof (mental disability rights, Croatia) unexpected/positive approach to represent an issueNOTE: Excerpted versions of most case studies can be seen at
  • Case Study Section . Filmed by human rights defenders (most first-time filmmakers) Used WITNESS Video Advocacy Methodology and the VAP Where video was strategically integrated with other advocacy methods
  • Why Video Was Used? . Human Rights Issue: Advocacy Objective: Group / Organization: Mission: Location: Website:
  • About the Video . Audience(s): Primary: Secondary: Story Message Voices Included (Excluded?) Request for Action Strategic Distribution and Timing
  • Nuts and Bolts . Length Amount of Content Source of Audio and Visual Content Use of Archived Material Level of Editing Cost Time to Create Safety and Security Issues Strategic Distribution and Timing
  • Summary- There are many ways to strategically use video for advocacy- Video advocacy is audience and action-based video- Creating a video advocacy plan (VAP) will save you time and resources and make your video a more powerful tool for change
  • Develop a Video Advocacy Plan and Review Case Studies WITNESS invites you to use, remix and share this curriculum.All materials are under Creative Commons Attribution-Non-Commercial ShareAlike 3.0 License. You can also find more video advocacy training materials at