WITNESS uses video to open the eyes of the world          to human rights violations    Making Your Video Advocacy Success...
WHO ARE WE?1. Name2. Where you are from3. Advocacy work / experience                 WITNESS.org
WHAT ARE WE DOING?1. Learn WITNESS’ Video Advocacy Methodology2. Review (successful) case studies3. Filming safely and sec...
WITNESS: VIDEO FOR CHANGE 19 years 80 countries 300 partner organizations 1000’s of human rights defenders 4000 hours of a...
HARNESSING TECHNOLOGYFOR HUMAN RIGHTS EQUIPPING      cameras & tools EMPOWERING      training human rights     defenders...
TRAJECTORY OF VIDEO       WITNESS.org
THE GAME CHANGER…      WITNESS.org
TOOLS FOR A REASONJUST BECAUSE YOU CAN, DOESN’T MEAN YOU   SHOULD.                - My (most incredible) momTactics that o...
VIDEO ADVOCACYVideo advocacy is about effectively usingthe power of stories, visual evidence andpersonal testimony as part...
EXERCISEIn a group of three-four persons, share anexperience of video being used for human rightsadvocacy.Discuss together...
WITNESS’ TOP 51. Video made for a reason, not about something2. Video made for a specific audience3. Video with a clear an...
FOR WITNESS, VA IS NOT…• A substitute for other advocacy tools: reports,  mobiles, lobbying, etc.• Used primarily as a pub...
EXERCISEIn a group of three-four persons, use theexample of the film and your own experience todiscuss the strengths and l...
STRENGTHS                   LIMITATIONS/SHORTCOMINGS1)   Show or contextualize a     violation or its aftermath        1) ...
WITNESS.org
BREAK… WITNESS.org
LANDMARKS OF A VIDEO ADVOCACYSafety, Security & Consent CAMPAIGN1. Advocacy Goal2.   Target Audiences3.   Message4.   Stor...
The measure of success ischange on the ground – notsimply a video being made.          WITNESS.org
Video is the mediumAdvocacy is the purpose  Change is the goal.         WITNESS.org
STEP 1: SMART OBJECTIVES• Establish the purpose of  the video within broader  advocacy strategy• Set clear and specific  o...
GOAL: Stop violence   Pressure lawSMART          against sex workers   enforcement to adopt &OBJECTIVES                   ...
NOT Specific: Empower students to do environmental accountability research in BrazilSpecific: Provide technological suppor...
WHAT ARE SOMEEXAMPLE AUDIENCES FOR  ADVCOACY VIDEOS?        WITNESS.org
STEP 2: TARGET AUDIENCES• Who has an influence on your advocacy goal?  Who should be reached and persuaded?• What is their...
Storytelling puts the humaninto human rights.Story is at the heart of video …  without a compelling story,        your aud...
What… is visual storytelling for human rightsDEFINED: The strategic use of images,pictures, and sounds to tell stories tha...
How… can you Tell a Good Story, part 1, the philosophyAndy Goodman’s 10 Rules for Storytelling1.    Stories are about peop...
HOWThe 6 Guiding Principles of Story:1. VOICES: The people (or text) who tell the story2. STRUCTURE: The way in which your...
ESSENTIAL: CREDIBILITY– Emotional: The voices that speak to the viewer‟s  heart– Analytical: The voices that support the f...
STEP 3: STRATEGIC MESSAGES         Resonate & Compel• What are the 1-5 key facts / sentences / points  that will resonate ...
KEY QUESTIONS• What is the message you need to get to this  audience?• Are you educating, engaging or activating?• What st...
REVIEWING VIDEOS1. What is the Objective of the video?2. What is the Audience of the video?3. What is the Message of the v...
STEP 4: RIGHT STORY1. Condense your story to one sentence.2. How will you tell the story? Knowing your  audience you can n...
STEP 5: STRATEGIC DISTRO•   Who are your distribution allies?•   Timing: Is there a key premiere date?•   Sequencing: What...
NOT SO FAST…    WITNESS.org
WHO’S AT RISK HERE?       WITNESS.org
EGYPTWITNESS.org
IRANWITNESS.org
WITNESS.org
Gerdab website, Iran    WITNESS.org
WITNESS.org
WITNESS.org
Single                              PixelateAdjust   Option Menu                                  All                     ...
Similar to "still"mode, but worksacross timeline ofvideo using scrub orslider tool                       WITNESS.org
WITNESS.org
WITNESS.org
Upcoming SlideShare
Loading in …5
×

WITNESS Video Advocacy Methodology - Introduction

1,061 views
989 views

Published on

Introduction to WITNESS Video Advocacy Methodology

Published in: Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,061
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
8
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • In short: Using video to change practices, policies & laws. (Rose
  • What Video Advocacy is NOT…An effective tool on its own. Must be part of broader advocacy strategy and other hr methodologies. Video simply as a communications, fundraising or PR tool. Rather an advocacy tool to promote changes in human rights policy or practice.Just for professionals. You can use their help, but the understanding and intent should come from hr activists for use in advocacy as you are rooted in this. Also possibilities of access and long-term understanding of activists.Not just about strong graphic imagery. Most WITNESS partners’ work is testimony-based.Not for every human rights issues. Like all approaches, has strengths and weaknesses.
  • Brainstorm the strengths and shortcomings of video. What kind of stories is it good at telling? What kind of images is it best for capturing? What aspects of the process of creating a video for advocacy are strengths? What are potential or actual shortcomings or limitations?ADVANTAGESPersonal testimony (eye contact)“Put a face on it”: Voices of those directly affected can be brought to locations that our otherwise inaccessible (eg. refugees, marginalized people); truth-telling senseDirect evidence of a violation (seeing is believing; ‘indisputable’)‘Presencing’ direct neglect or inaction of authorities (recording inaction of police/local officials, and holding accountable to higher authorities)Emotional/visceral impact encouraging to action - flip side is mis-use in propaganda; depends on integrity of filmmaker/activistAudience is less literate in editing; tends to place trust in television and be less questioning of how put together; opportunity to abuse trust depends on integrity of makerPowerful at illustrating contrasts (between places/and over time – eg IDP settlements in Burma?)Depends on compression (linked to contrast)Make links of individual stories and systemic issues; emblematic cases of wider problems.Storytelling potential – including power of positive envisioning, particularly relevant in ESC/other rights where fulfillment can seem distantCan create space for actionGood for case-study approach and for violations-based cases where documenting individual stories; not good for quantitative analysis. Accessible to most – does not require literacy, and potential to share information, and engage viewers in debates (cf. Lessons from participatory development communication). Particularly relevant if we are talking about empowering groups themselves in a struggle. Not all audiences are external.Process and product can be representative of marginalized groupsThrough good visual and verbal storytelling can emphasize indivisibility of rights – someone can talk about how they were denied justice at police station; shots of them at home in poverty can dramatically and in an unspoken manner highlight a whyCan simplify and clarify issuesPROCESSCan be strongly participatory – visual medium, easy-to-use technology, easy to share material and discussEmpowering to users (easy to learn how to do)Can film where difficult to get access (undercover RAWA, trafficking)Requires planningPotential deterrent to abuses occurring as recording eventsLIMITATIONSNot good for abstract conceptsCan reduce complex structural issues to personal stories and lose the bigger pictureAudience can be too trusting. Potential risk to people involved in filming and distributionEditing process can be non-participatoryCan intrude into privacy; need to take extra care with consent and securityCan be a shield or a targetPROCESS: Hand out Powerpoint slides
  • These are some key elements to our approach which are also key concerns that are relevant to any hr worker using video:We empower local human rights activists and concerned citizens within affected communities; not just video professionals. Video originates in the advocacy and is embedded in it throughoutVideo is a tool alongside other campaign elements. Since you’re using video as part of a campaign its not necessarily about reaching the most people, its about reaching the right people – seven members of a review body, 15 members of a government committee, key shareholders in a business, 100 youth organizers, 2000 online solidarity supporters of your cause. And its about reaching them at the right time. The video advocacy starts with the objective and audience, not the issue or story.We know that with there is growing saturation of images and stories of despair – so we need to also include concrete solutions, and a clear space for action by the audience. And we need to convey the direct ‘asks’ of the beneficiaries of the advocacy in a way that visual media makes possible. Storytelling is key and its not just about visual imagery of horror.Finally, safety, security and ethics are critical I’m going to mention a couple of examples of real impact using video to mobilize and to target key audiences – one that draw more on targeted advocacy screenings to highlight a human rights situation, bring voices from the ground to policymakers and push for specific action
  • http://globalvoicesonline.org/2011/02/03/egypt-clashes-on-video/
  • WITNESS Video Advocacy Methodology - Introduction

    1. 1. WITNESS uses video to open the eyes of the world to human rights violations Making Your Video Advocacy Successful October 7, 2011 Chris Michael, WITNESS Video Advocacy Training Manager WITNESS.org
    2. 2. WHO ARE WE?1. Name2. Where you are from3. Advocacy work / experience WITNESS.org
    3. 3. WHAT ARE WE DOING?1. Learn WITNESS’ Video Advocacy Methodology2. Review (successful) case studies3. Filming safely and securely for change4. See innovative uses of video for change5. What’s next? WITNESS.org
    4. 4. WITNESS: VIDEO FOR CHANGE 19 years 80 countries 300 partner organizations 1000’s of human rights defenders 4000 hours of archived human rights footage WITNESS.org
    5. 5. HARNESSING TECHNOLOGYFOR HUMAN RIGHTS EQUIPPING  cameras & tools EMPOWERING  training human rights defenders ENABLING  growing P2P networks WITNESS.org
    6. 6. TRAJECTORY OF VIDEO WITNESS.org
    7. 7. THE GAME CHANGER… WITNESS.org
    8. 8. TOOLS FOR A REASONJUST BECAUSE YOU CAN, DOESN’T MEAN YOU SHOULD. - My (most incredible) momTactics that optimally support the advocacy.Tools that optimally support the tactic.All should both build and harness power - and be integrated. WITNESS.org
    9. 9. VIDEO ADVOCACYVideo advocacy is about effectively usingthe power of stories, visual evidence andpersonal testimony as part of a humanrights advocacy strategy to engage peopleto act and create change in human rightslaw, policy, practice and behavior. WITNESS.org
    10. 10. EXERCISEIn a group of three-four persons, share anexperience of video being used for human rightsadvocacy.Discuss together in the small group what madeit effective.After ten minutes, we’ll hear a sample of theexamples. WITNESS.org
    11. 11. WITNESS’ TOP 51. Video made for a reason, not about something2. Video made for a specific audience3. Video with a clear and doable request for action from the audience4. Video with a strong message and the best messengers to move the audience to action5. Video that can, and will, be seen by the audience WITNESS.org
    12. 12. FOR WITNESS, VA IS NOT…• A substitute for other advocacy tools: reports, mobiles, lobbying, etc.• Used primarily as a publicity, educational or training tool• Just for professional filmmakers or journalists or media experts• Necessarily dependent on strong graphic imagery for impact1/10/2012 WITNESS.org 11
    13. 13. EXERCISEIn a group of three-four persons, use theexample of the film and your own experience todiscuss the strengths and limitations of videobeing used for human rights advocacy.Note your ideas on post-its using no more than4-5 words – try to identify 3-4 advantages and3-4 limitationsAfter ten minutes, we’ll gather the post-its onthe wall and see what groupings emerge WITNESS.org
    14. 14. STRENGTHS LIMITATIONS/SHORTCOMINGS1) Show or contextualize a violation or its aftermath 1) Depends on access to places and people2) Put a face on human rights advocacy by telling a 2) Limitations in covering structural personal story issues3) Compress, contrast and 3) Weak for deep quantitative juxtapose situations analysis and complex procedural issues4) Use emotional power to communicate to an audience 4) Technological divide still exists and does not change/remove5) Detail specific cases or issues of representation, and incidents that are emblematic process can be less participatory of patterns during editing6) Be a democratic and participatory medium 5) Can jeopardize lives7) Serve as a shield Advocacy and Propaganda? 1/10/2012 WITNESS.org 13
    15. 15. WITNESS.org
    16. 16. BREAK… WITNESS.org
    17. 17. LANDMARKS OF A VIDEO ADVOCACYSafety, Security & Consent CAMPAIGN1. Advocacy Goal2. Target Audiences3. Message4. Story5. Distribution6. Archive7. Impact Evaluation WITNESS.org
    18. 18. The measure of success ischange on the ground – notsimply a video being made. WITNESS.org
    19. 19. Video is the mediumAdvocacy is the purpose Change is the goal. WITNESS.org
    20. 20. STEP 1: SMART OBJECTIVES• Establish the purpose of the video within broader advocacy strategy• Set clear and specific objectives for the video, specifying what they are, and how they can be achieved WITNESS.org
    21. 21. GOAL: Stop violence Pressure lawSMART against sex workers enforcement to adopt &OBJECTIVES enforce HOPS policy recommendations to curb violence against sex workers by August 2011.• Specific• Measurable• Achievable• Realistic• Time-bound WITNESS.org
    22. 22. NOT Specific: Empower students to do environmental accountability research in BrazilSpecific: Provide technological support to Brazilian film students to help documentcorporate violations of environmental laws in south and southeast Brazil and place thisevidence before national stakeholders including …NOT Measurable: The video screening should evoke more uplifting responses from thepublic.Measurable: The video screening will secure a 15% increase in participation in localcommunity dialogue in this location over the next six months.NOT Achievable: The video will make officials act to push for ratification of the KyotoProtocol.Achievable: During our advocacy briefing, we will provide a video report withaccompanying recommendations for interim steps to support the upcoming legislativedebate on ratification.NOT Realistic: Attendance at our video events will quadruple last year’s attendance.Realistic: We should aim for a 5% increase in attendance for this year’s video eventwhile maintaining our routine efforts.NOT Time-bound: We hope the anti-discrimination law passes as soon as possible.Time-bound: We aim to have the anti-discrimination law passed by August 1st, 2009. WITNESS.org
    23. 23. WHAT ARE SOMEEXAMPLE AUDIENCES FOR ADVCOACY VIDEOS? WITNESS.org
    24. 24. STEP 2: TARGET AUDIENCES• 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?• What is their level of knowledge?• Who are your secondary audiences who can pressure your primary audience? WITNESS.org
    25. 25. Storytelling puts the humaninto human rights.Story is at the heart of video … without a compelling story, your audience will not be moved to act. WITNESS.org
    26. 26. What… is visual storytelling for human rightsDEFINED: The strategic use of images,pictures, and sounds to tell stories that canpressure, shame, move or compel keyaudiences to take action that will protect,defend and uphold human rights.GOAL: The story inspires the action you wantfrom the audience. WITNESS.org
    27. 27. How… can you Tell a Good Story, part 1, the philosophyAndy Goodman’s 10 Rules for Storytelling1. Stories are about people2. Stories need to be fixed in time and space3. Stories speak the audience‟s language4. Stories stir up emotions5. Stories don‟t tell. They show.6. Stories have at least one “moment of truth”7. Stories have clear meaning8. The people in your story have to want something9. Let your characters speak for themselves10. Audiences bore easily so stories need challenges/obstacles WITNESS.org
    28. 28. HOWThe 6 Guiding Principles of Story:1. VOICES: The people (or text) who tell the story2. STRUCTURE: The way in which your film is organized or in other words, the backbone3. AUDIO/VISUAL ELEMENTS: What you hear and see on screen4. STYLE: What your films „looks & feels‟ like5. ETHICAL REPRESENTATION: How you honor a person‟s dignity and respect their privacy6. SPACE FOR ACTION: A concrete and specific act your audience can take to create change WITNESS.org
    29. 29. ESSENTIAL: CREDIBILITY– Emotional: The voices that speak to the viewer‟s heart– Analytical: The voices that support the facts– Ethical: The voices that must be included for ethical reasons and agency– Political: The voices your audience trusts and needs to hear from WITNESS.org
    30. 30. STEP 3: STRATEGIC MESSAGES Resonate & Compel• What are the 1-5 key facts / sentences / points that will resonate with your audience and thus must be in your documentary? WITNESS.org
    31. 31. KEY QUESTIONS• 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, analytical and emotional credibility and impact? WITNESS.org
    32. 32. REVIEWING VIDEOS1. What is the Objective of the video?2. What is the Audience of the video?3. What is the Message of the video?4. What is the Story of the video?5. What is the request for action? WITNESS.org
    33. 33. STEP 4: RIGHT STORY1. Condense your story to one sentence.2. How will you tell the story? Knowing your audience you can now choose: – Voices – who is included? who is excluded? – Style – MTV vs. News vs. ? – Structure – beginning -> middle -> end -> ACTION – A/V Elements – what sound and visuals are in it? – Length – driven by your primary audience(!) – Language – driven by your primary audience(!) – SPACE FOR ACTION – and clear request for it WITNESS.org
    34. 34. STEP 5: STRATEGIC DISTRO• Who are your distribution allies?• Timing: Is there a key premiere date?• Sequencing: What are your distribution opps?• Choosing the right “messenger” WITNESS.org
    35. 35. NOT SO FAST… WITNESS.org
    36. 36. WHO’S AT RISK HERE? WITNESS.org
    37. 37. EGYPTWITNESS.org
    38. 38. IRANWITNESS.org
    39. 39. WITNESS.org
    40. 40. Gerdab website, Iran WITNESS.org
    41. 41. WITNESS.org
    42. 42. WITNESS.org
    43. 43. Single PixelateAdjust Option Menu All Blur WITNESS.org
    44. 44. Similar to "still"mode, but worksacross timeline ofvideo using scrub orslider tool WITNESS.org
    45. 45. WITNESS.org
    46. 46. WITNESS.org

    ×