Video story telling to fuel your cause
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Transcript of Video story telling to fuel your cause
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Video Storytelling that Fuels Your Cause
8/24/2012 @_TruthBeTold
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WHAT DO YOU
BELIEVE?
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“If you hire people just because they can do a job, they’ll work for your money. But if you hire people who believe what you believe, they’ll work for you with blood and sweat and tears.” -‐Simon Sinek
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Marine Mammal Center
What we do Why we do it
We rescue and rehabilitate seals and sea lions, do research and educate the public.
We believe we can prevent cancer, save lives and better understand ocean life to make the world a healthier and more sustainable place for us all to live.
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The Art of
Inciting Action
What action
do I want my audience
to take?
What realization
do they
need to have in order to take that
action?
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Understand & Cater To Your Audience
Define your primary audience Engineer for earned media Design for influencers
Yoga Moms or Steam Punks
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Research. Interview. Discover
The Art of Ethnography
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Choosing Your Story
• Define, then develop your Protagonist • Take us on a Journey • Determine Conflict, create Tension,
resolve a Challenge
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Make It Personal
Don’t fall for the program trap. Focus on an individual. Who is your protagonist and what is the journey she/he will take us on?
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Dreaming, Not Dwelling: The Power of Paradox
“If you start with the dream of what’s possible — and invite people along on the journey, suddenly your story comes alive with potenFal and excitement. And you’ve started a collaboraFve movement towards the soluFon.” -‐ Michael Margolis (Get Storied)
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Connection Plot- Two people come together across a divide and teach each other something. Challenge Plot- Someone faces a challenge and over comes it. Creativity Plot- Someone comes up with a new solution to a long standing problem.
3 Three Minute Plots to Inspire Your Audience
Ultimate Goal of a Story: Present a change in a character, a journey where they learn something about the world.
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Creating An Impact Film
An impact film focuses on the way you are changing the world. You’re not talking about your programs, who you are or what you do; Instead you’re letting the people who you’ve impacted tell your story for you.
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Creating A Lesson Film
What have you learned along the way that will inspire others based on an insight you’ve made or experience you’ve had?
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Expressing Your Belief
The story of how you came to realize that you have to dedicate your life to this work. It enlightens, it inspires, it is an opportunity to give your audience Goosebumps.
“It all started with a birthday party. My 31st birthday in NY funded six wells and changed lives in Uganda.” -Scott Harrison (founder of Charity:Water)
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Engineer For Sharing
Sharing is an expression of self
Create content that speaks not only to who your audience is, but also to who they aspire to be.
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The Reasons People Share
1. Identity & Self-expression when a user shares your video, what are they saying about themselves? 2. Emotion : Does the video evoke a feeling that people need to share? 3. Education : Is the video teaching something new and noteworthy that provides understanding?
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There is Tremendous Power In A Good Idea (but quality in film goes a long way too)
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Expect Quality to Cost at Least $3k
Produc'on Budget Strategy / Guides /Pre-‐Pro Interviewing Shoo<ng video Recording sound $1500
2 days of work 3 minutes long 2 man crew
-‐ Director / Cinematographer -‐ Editor / Audio
Post – Produc'on Budget Edi<ng Mix Color Music $1500
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Communications Goal - What action do you want your audience to
take? - What realization must they have to have in
order to take that action? - Are you leading with “Why?” to express what
you believe? The Narrative - Who is the protagonist? - What is the journey he/she will take? - What is the conflict, tension or struggle? Audience - Who is your primary audience and how will this film appeal to them? - Who are your influencers? Engineer for Sharing (focus on one) - What is the video saying about the people who
share when they share it? - What feeling does the video evoke? - What is the video teaching ? Movement - How are you making a bold statement? - Are you expressing your vision? Story Structure - Story Plots: Connection, Challenge, Creativity - Story Themes: Impact, Lesson, Belief Creative Execution - Is your idea breaking any boundaries? - Have you compromised quality - Will they have Goosebumps? CH
EC
KL
IST
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Make a bold statement about your vision for the world. Inspire transformation!
Telling your story
effectively turns your organization into a Movement
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“No matter what you do in your life, what you create, what career you have, whether you have a family or kids, or make a lot of money… your greatest creation is always going to be your life’s story.”!- Jonathan Harris
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Films that make the world a better place
[email protected] TruthBeToldCreative.com Facebook.com/TruthBeToldcreative.com Twitter.com/_TruthBeTold