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10 tactics Communication 2.0 - Youth Medialab

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  • 1. #youthmedialab #youthmedialabsilla2nd MEDIALABTraining CourseSilla, 15th May 12
  • 2. Bring them to the actionMobilise people Source: informationactivism.org
  • 3. Strong message, clearobjectives and good plan.IDEAS:- Create a short slogan that is easy to translate. Askpeople to photograph themselves holding a sign withthe slogan in their own language and send you thephoto to share on your website or in a video orslideshow.- Make a profile or a fan page on a social network siteto parody a public figure you seek to influence, andask supporters to become friends with this profile.- Host a competition for short videos about your issueand ask people to vote on their favourites. You canhold a screening in a public building and invite localmedia.- If you don’t already have a list of contacts interestedin your campaign, partner with an organisation thatsends out emails to its supporters.
  • 4. Strong message, clearobjectives and good plan.CASE STUDY:In 2009, MySociety launched a campaign whichsupported voters in the UK to send emails to theirMembers of Parliament (MP), demandingtransparency in the use of public funds. “We sendtens of thousands of email alerts every day to readersof our website TheyWorkForYou.com”.Tools used: Custom-built content managementsystem (CMS) and contact management system madefrom open source software components was used tomake TheyWorkForYou. Wordpress and Facebookwere also used for the MP expenses campaign.Reach: The campaign was focused on UK citizens andpoliticians. The website had 500.000 visitors themonth the story broke in the UK press, and it receivesan average of 250.000 visitors per month.
  • 5. Someone is whatchingWitness and record Source: informationactivism.org
  • 6. People have the power tocapture as they happen.IDEAS:- You don’t need always to use video. Ask people touse their mobile phones to send photos by email or ifpossible by multimedia message (MMS), which canlater be made into a slideshow or published on theirown.- Being able to witness events first-hand is rarelypossible. You can reconstruct some events laterthrough interviews, and by being introduced topeople involved through trusted allies and contacts.- Think about how you can explain clearly the roles ofthe people in it and their relationships to each other.By visually mapping these relationships you canhighlight links between people, organisations, etc.
  • 7. People have the power tocapture as they happen.CASE STUDY:Two short videos showing the death of Neda Agha-Soltan during Iran’s post-election protests attainedworldwide attention in June 2009.Tools used: Mobile phone cameras, email, YouTube,Twitter, Facebook, blogsReach: Hundreds of thousands to millions of peopleworldwide.Links to learn more:- New York Times blog: http://bit.ly/TqGnG- Global Voices: http://bit.ly/FK51f- WITNESS: http://bit.ly/gtyPzABCNT
  • 8. Picture itVisualice your message Source: informationactivism.org
  • 9. Communicating creativelyacross different languages.IDEAS:- Make your own version of a tourist or city map alsoincludes information about your specific campaignissue. Hand it out to visitors to the city, students orothers who can be mobilised to take action.- If you don’t know how to make an animated video,you can make a video from a series of still photos,adding music, subtitles and voice-over to unite theimages around one story.- Design graphic stickers that can be used to re-labelproducts with information that corporations orinstitutions don’t readily make available.- Give people cheap video cameras to record personalstories and use the videos to build an interactive mapshowing how different people in different regions areimpacted by the same issue.
  • 10. Communicating creativelyacross different languages.CASE STUDY:To inspire people to organise climate change actionsaround the world, 350.org created an animated videoabout climate change. The animation uses strongvisuals and does not use any words, meaning that noone language is required to understand it. Theprimary concept is the number 350, which refers to“the number scientists say is the safe limit of carbondioxide in the atmosphere”.Tools used: YouTube and Facebook Page with 10,000members. Orkut, MySpace, Twitter. Zandy, an “event-organising tool like Facebook Events, translated intomany different languages.”Reach: Video had 100,000 views over one year onYouTube. Campaign is global, with nearly 30 staff andinterns and close to 100 live actions plannedworldwide.
  • 11. No one is listeningAmplify personal stories Source: informationactivism.org
  • 12. Resonates when peopleare not being consulted.IDEAS:- Stories can be told with objects as well as words.Blank Noise posted photos of clothing that womenwere wearing when they were harassed.- People can tell a personal story anonymously bymobile phone, either with a voice call or a textmessage. These stories can then be sent from theirphones to your campaign, or uploaded directly fromtheir phones, and shared on one website.- Tagging, or labeling a piece of online content with akeyword, can let you aggregate many stories on onewebsite.- Many people in different regions can eachcontribute a short video or sequence of photos tomake one longer video.
  • 13. Resonates when peopleare not being consulted.CASE STUDY:To draw attention to laws banning women fromdriving cars in Saudi Arabia, Areej Khan, a Saudi artistand graphic designer living in the US, created the ‘Wethe Women’ campaign. The project asks women torespond to the question, “To drive or not drive?” bywriting their answers on stickers that they can postin public spaces.Tools used: Facebook, Flickr, YouTube. Stickers can bedownloaded from Flickr and printed. The websiteused HTML, JavaScript.Reach: Over 2000 people participated on theFacebook page in the first three months of the project(April-June 2009), with 25 sticker designs submitted.
  • 14. Provoke a smileJust add humour Source: informationactivism.org
  • 15. Good for reaching out todiverse audiences.IDEAS:- You can spread messages using mobile phoneringtones. After the 2004 election in the Philippines, aringtone was made which used a recorded phoneconversation with the President that appeared toprovide evidence of vote-rigging, and this was re-mixed with music. It became one of the world’s mostdownloaded ringtones.- Use remixed or parody images that have beenposted to blogs and social network sites for yourcampaign by adapting them to create street art,posters, and handbills.- In addition to creating parody websites you canmake parody news websites that critique thecensored media, and also give practical informationand facts in a clever or surprising way.
  • 16. Good for reaching out todiverse audiences.CASE STUDY:Españistan, The real state bubble and the Spanishcrisis in comic version, by Aleix Salo.Aleix Salo prepares the output of a comic strip set inthe Spanish real estate bubble and the subsequentcrisis Spain suffers from 2008.For its launch has ben created a very interesting videothat illustrates the process lived in Spain, and that in2011 It is still suffered.
  • 17. Understad your connectionsManage your contacts Source: informationactivism.org
  • 18. Connections, relationshipsand networks.IDEAS:- In addition to tracking your supporters, organise thecontact information for those who have the power tomake the change you want to see – even if thesepeople are opposed to your campaign.- Create a support-base map, of where yoursupporters are most concentrated, based oninformation they provided you with consent.- Help supporters to organise their own campaignevents by offering to connect them with other peoplein your campaign near to them.- At a live event related to your campaign, ask peopleto sign up to receive targeted text message or emailalerts that provide live reports or relay informationyou have already prepared.
  • 19. Connections, relationshipsand networks.CASE STUDY:Kleercut is a campaign implemented by Greenpeaceto end the use of virgin wood fi bre in Kimberly-Clarkproducts. CiviCRM was used to collect contactinformation from people who visited the Kleercutwebsite and to send them email alerts once or twice amonth. In these alerts, people were asked to take anaction, for example, to return to the Kleercut websiteto send a targeted email to Kimberly-Clarkshareholders, or to attend a direct action near them.Tools used: Drupal for the website and CiviCRM tomanage contacts. More tools became available, likeFacebook, YouTube, MySpace and Twitter.Reach: Over fi ve years of the campaign, 30,000people signed up, with most in North America.Website was available in English and French.
  • 20. Make it simpleHow to use complex data Source: informationactivism.org
  • 21. Present and share complexinformation.IDEAS:- If a government makes data available on an issue butit is spread across multiple websites, you canaggregate it on your website with your own tools forsearching and commenting on it.- If you aren’t skilled at graphic design, you can poseyour campaign as an invitation to others to create avisualisation or map from your data to best reachyour target audience.- You can use maps to make a network map, thatillustrates the power relationships and transactionsbetween corporations, individuals, donors, andothers.
  • 22. Present and share complexinformation.CASE STUDY:Using Freedom of Information (FOI) requests, FairPlay gathers invoices and other documents that showhow the Slovakian government spends its money,adds this material to a database connected to itswebsite, and invites people to use this information toinfluence political change.Tools used: Custom-built database, using open sourcetools (mySQL, Apache server, and PHP). Dataimported from Freedom of Information (FOIA)requests, in Excel spreadsheets, but sometimes theyneeded to be scanned or retyped. Web-scrapers areused to bring in data from online sources.Reach: The project tracks public spending in theSlovakian government. It is now expanding to trackassets of Slovak members of European Parliament.During the EU funding scandal, the Fair Play websitewas one of the top three most visited in Slovakia.
  • 23. Report it liveUse collective intelligence Source: informationactivism.org
  • 24. Reporting public eventsand responding.IDEAS:- You can use mobile reporting to draw collectiveattention to an issue. Ask people to answer questionsrelated to your campaign by sending in text messagesor photos with their mobile phones. You can sharethese reports on a website or a mobile phoneaccessible website.- If you have a fast connection to the internet, you canuse live video to broadcast a campaign event live tothe internet with a computer, a video camera (whichmay be built into your computer), and a live videoprogram like Ustream.tv or Livestream.com.- Live reporting can keep advocates safe during aprotest or action. Two tools people have used for thisare Twitter and a mobile video program calledQik.com, with which advocates can share text andvideo updates on who may have been arrested.
  • 25. Reporting public eventsand responding.CASE STUDY:Unsung Peace Heroes honoured those who workedfor peace after post-election violence in Kenya inDecember 2007. Kenyans could nominate people andorganisations by text message and email, and withpaper forms at peace events. The groups ButterflyWorks and Media Focus on Africa collected thesenominations. Working with a local design school,Nairobits, nominations were translated, verified andadded to a map, using the community reporting tool,Ushahidi.Tools used: Ushahidi, mobile phones, Facebook,website.Reach: National. Over 500 nominations in one month,with peaks of 80 per day after Kenyan press coverage.
  • 26. Technology that listensLet people ask the questions Source: informationactivism.org
  • 27. Getting completeinformation to people.IDEAS:- To engage audiences where a straightforwardquestion-and-answer approach may not bepersuasive, you can offer information in the form ofentertaining and educational quizzes.- Pose a question on a controversial topic and collectopinions through text or voice messages. In response,send back a fact or a resource to connect youraudience to more information.- At an action or demonstration, ask supporters tosend a text message if they would like you to sendthem alerts during the action: about police activity,safety measures they can take, and legal or medicalsupport.
  • 28. Getting completeinformation to people.CASE STUDY:Recomendaciones para huelguistas y piqueteshttp://elteleoperador.blogspot.com.es/2012/03/recomendaciones-para-huelguistas-y.html
  • 29. Reveal the truthInvestigate and expose Source: informationactivism.org
  • 30. Identify, share and act onevidence.IDEAS:- If you want to make a video but don’t have enoughvideo footage available, search Flickr, Google Images,or Wikipedia for open-licensed photos available forremix and reuse, and use them to edit into a videowith music or a voiceover.- Not all campaigns need a mass audience – findingthe right audience matters more. You can mobilisethe power of a small, passionate audience, and takeyour findings to key policy-makers or the press later.- Humour, surprise and popular culture can help youreach a wider audience. You can use cartoons andstreet art to convey your findings in a direct way andto get your message to those without internet access.
  • 31. Identify, share and act onevidence.CASE STUDY:Members of the Asia Pacific Network of Sex Workers(APNSW) used digital video to document abusiveconditions and human rights violations reported bysex workers detained in so-called ’rehabilitation’centers in Cambodia. While local media and politiciansclaimed that these centers were set up to teachvocational skills, sex workers interviewed after theirrelease and escape told personal stories of assault,rape, and denial of access to clean food, water, andmedicine.Tools used: Flip video cameras, digital video editingsoftware (Final Cut Pro), blip.tv, YouTube.Reach: Video launched at the International AIDSConference in 2008. The target audience at the AIDSconference was UN agencies, but the video wasshown to several thousand people during the event.
  • 32. informationactivism.org
  • 33. Juan Ángel Conca@jaconcajaconca@gmail.com@youthmedialabwww.youthmedialab.eu

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