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How Documentary Can Help Craft Policy and
Advance Social Change
Everyday,	
  Corporation	
  for	
  a	
  Skilled	
  Workforce	
  	
  (CSW)	
  works	
  with	
  policy	
  makers,	
  
community	
  leaders,	
  and	
  change	
  agents	
  dedicated	
  to	
  improving	
  –	
  even	
  reinventing	
  –	
  the	
  
systems	
  and	
  services	
  that	
  help	
  people,	
  firms,	
  and	
  communities	
  thrive.	
  Together,	
  we	
  find	
  
ways	
  to	
  create	
  new	
  opportunities	
  for	
  working,	
  learning,	
  and	
  engaging	
  communities	
  in	
  
building	
  prosperous	
  futures.	
  	
  	
  
We’ve	
  been	
  there	
  to	
  hear	
  the	
  “ah	
  ha”	
  moments	
  that	
  turn	
  skeptics	
  into	
  champions.	
  
We’ve	
  witnessed	
  large	
  groups	
  of	
  people	
  move	
  from	
  making	
  demands	
  to	
  offering	
  
contributions.	
  	
  And	
  we	
  know	
  the	
  hard	
  work	
  it	
  takes	
  to	
  make	
  even	
  the	
  most	
  elegant,	
  
data-­‐rich,	
  and	
  universally	
  supported	
  plans	
  and	
  strategies	
  come	
  to	
  life.	
  	
  
But	
  these	
  victories	
  do	
  not	
  lend	
  themselves	
  to	
  simple	
  narrative	
  description.	
  While	
  we	
  
have	
  long	
  been	
  eager	
  to	
  share	
  our	
  experiences	
  and	
  lessons	
  with	
  colleagues,	
  peers,	
  and	
  
partner	
  organizations,	
  our	
  traditional	
  reports	
  simply	
  did	
  not	
  convey	
  the	
  richness	
  of	
  our	
  
experience	
  in	
  community	
  interactions	
  leading	
  to	
  change.	
  	
  
So	
  we	
  began	
  experimenting	
  with	
  video.	
  	
  

Early Experiments
Mid	
  Michigan	
  Innovation	
  Team.	
  In	
  early	
  2007,	
  with	
  the	
  support	
  of	
  a	
  federal	
  grant,	
  
education,	
  economic	
  development,	
  and	
  workforce	
  partners	
  from	
  13	
  counties	
  launched	
  
an	
  effort	
  to	
  reimagine	
  and	
  reinvent	
  their	
  region.	
  Partners	
  focused	
  on	
  aligning	
  strategies	
  
and	
  investments	
  across	
  five	
  industry	
  sectors	
  in	
  ways	
  that	
  also	
  supported	
  
entrepreneurship	
  and	
  sustainability.	
  It	
  was	
  a	
  tall	
  order	
  for	
  this	
  largely	
  rural	
  region	
  with	
  
no	
  large	
  metropolitan	
  center,	
  no	
  shared	
  identity,	
  and	
  little	
  precedent	
  for	
  working	
  
together	
  on	
  such	
  a	
  comprehensive	
  agenda.	
  	
  	
  
CSW	
  supported	
  the	
  Mid	
  Michigan	
  effort	
  in	
  a	
  variety	
  of	
  ways	
  –	
  including	
  embedding	
  a	
  
“Documentarian”	
  (Melodee	
  Hagensen)	
  in	
  the	
  region	
  to	
  capture	
  stories	
  and	
  lessons	
  from	
  
the	
  initiative	
  as	
  they	
  emerged.	
  
Over	
  time,	
  we	
  captured	
  hundreds	
  of	
  hours	
  of	
  video.	
  We	
  interviewed	
  initiative	
  leaders,	
  
board	
  members,	
  project	
  leads,	
  students,	
  teachers,	
  even	
  “people-­‐on-­‐the-­‐street”	
  (at	
  
farmers	
  markets	
  and	
  in	
  parks	
  and	
  other	
  public	
  venues).	
  	
  
Almost	
  immediately,	
  the	
  value	
  of	
  this	
  approach	
  became	
  evident.	
  
First,	
  video	
  combined	
  the	
  perspectives	
  people	
  from	
  across	
  the	
  13-­‐counties	
  into	
  a	
  single	
  
narrative	
  helped	
  leaders	
  from	
  across	
  the	
  region	
  focus	
  on	
  what	
  their	
  communities	
  
shared,	
  rather	
  than	
  how	
  and	
  why	
  they	
  were	
  different	
  from	
  one	
  another.	
  	
  
Second,	
  it	
  provided	
  a	
  reference	
  point	
  for	
  conversations	
  and	
  ideas	
  –	
  partners	
  could	
  ask	
  
each	
  other	
  how	
  their	
  plans	
  would	
  help	
  address	
  the	
  concerns	
  of	
  the	
  region’s	
  residents	
  as	
  
expressed	
  on	
  video.	
  
Third,	
  the	
  simple	
  act	
  of	
  recording	
  partners	
  forced	
  them	
  to	
  think	
  deeply	
  about	
  how	
  they,	
  
personally,	
  were	
  invested	
  in	
  change	
  and	
  why	
  –	
  it	
  shifted	
  their	
  attention	
  away	
  from	
  


        CSW	
  	
  	
  	
  900	
  Victors	
  Way,	
  Suite	
  350,	
  Ann	
  Arbor,	
  MI	
  48108	
  	
  	
  	
  734.769.2950	
  	
  	
  	
  	
  skilledwork.org	
  	
  	
  	
  	
  	
  
                                                                 startgrowtransform.org	
  
	
  
“compliance	
  with	
  the	
  terms	
  of	
  the	
  grant”	
  and	
  helped	
  them	
  see	
  new	
  opportunities	
  to	
  
leverage	
  resources	
  for	
  community	
  benefit.	
  	
  
Over	
  time,	
  we	
  built	
  a	
  library	
  that	
  tells	
  many	
  stories	
  –	
  how	
  this	
  community	
  thinks	
  about	
  
collaboration,	
  the	
  meaning	
  and	
  impact	
  of	
  its	
  automotive	
  heritage	
  and	
  capacity	
  for	
  the	
  
industries	
  of	
  the	
  future,	
  its	
  commitment	
  to	
  a	
  home-­‐grown,	
  yet	
  globally-­‐competitive	
  
innovation	
  and	
  entrepreneurship	
  culture.	
  We	
  can	
  now	
  draw	
  content	
  for	
  many	
  different	
  
purposes	
  from	
  this	
  library,	
  sharing	
  or	
  contributing	
  it	
  in	
  ways	
  that	
  enhance	
  shared	
  
understanding	
  and	
  advance	
  common	
  aims.	
  	
  

Building a Documentary Practice
We	
  have	
  since	
  built	
  documentary	
  work	
  (video	
  and	
  otherwise)	
  into	
  many	
  projects	
  in	
  a	
  
variety	
  of	
  ways.	
  
Enhancing	
  Communications:	
  Innovation	
  Frontier	
  Arizona.	
  In	
  Southern	
  Arizona,	
  
community	
  leaders	
  launched	
  a	
  regional	
  initiative	
  to	
  nurture	
  talent,	
  entrepreneurship,	
  
and	
  collaboration	
  for	
  economic	
  growth,	
  and	
  asked	
  CSW	
  to	
  assist	
  in	
  communications	
  and	
  
community	
  engagement.	
  Early	
  on,	
  we	
  recognized	
  that	
  the	
  formal	
  interventions	
  were	
  
necessary	
  but	
  not	
  sufficient	
  to	
  accomplish	
  the	
  bold	
  goals	
  of	
  the	
  project.	
  Informal	
  
activities	
  were	
  needed	
  to	
  grow	
  entrepreneurial	
  culture	
  and	
  encourage	
  collaboration.	
  
We	
  embedded	
  a	
  local	
  documentarian	
  and	
  social	
  media	
  expert	
  to	
  raise	
  awareness	
  of	
  
these	
  efforts	
  by	
  sharing	
  video	
  and	
  creating	
  communications	
  platforms	
  to	
  support	
  
collaborative	
  work.	
  	
  	
  
In	
  projects	
  where	
  we	
  embed	
  documentarians,	
  partners	
  can	
  request	
  that	
  we	
  cut	
  a	
  brief	
  
video	
  from	
  our	
  library	
  to	
  help	
  illustrate	
  any	
  topic.	
  Sharing	
  this	
  video	
  across	
  media	
  
platforms	
  helps	
  us	
  create	
  a	
  more	
  whole	
  story.	
  	
  
          Integrating	
  video	
  helps	
  spice	
  up	
  presentations	
  at	
  meetings	
  and	
  conferences	
  to	
  
           keep	
  audiences	
  engaged	
  and	
  build	
  support.	
  
          Adding	
  video	
  to	
  an	
  electronic	
  newsletter	
  increases	
  the	
  number	
  of	
  readers	
  who	
  
           open	
  and	
  click	
  through	
  to	
  view	
  the	
  material,	
  improving	
  the	
  chance	
  that	
  partners	
  
           stay	
  updated	
  and	
  involved	
  in	
  the	
  project.	
  	
  
          A	
  shared	
  video	
  channel	
  allows	
  new	
  participants	
  to	
  be	
  quickly	
  brought	
  up	
  to	
  
           speed	
  and	
  “meet”	
  the	
  other	
  members.	
  
          Inviting	
  participants	
  to	
  share	
  their	
  videos	
  helps	
  build	
  a	
  shared	
  sense	
  of	
  
           community	
  and	
  involvement	
  in	
  change	
  efforts.	
  
Designing	
  Events,	
  Supporting	
  Communities	
  of	
  Practice.	
  We	
  employ	
  video	
  as	
  a	
  method	
  
for	
  engagement	
  in	
  events	
  or	
  websites	
  we	
  help	
  to	
  design,	
  plan,	
  or	
  staff.	
  For	
  example,	
  we	
  
partner	
  with	
  the	
  National	
  Governors	
  Association	
  (NGA)	
  and	
  the	
  National	
  Sector	
  
Strategies	
  Partnerships	
  to	
  build	
  and	
  maintain	
  www.sectorstrategies.org	
  	
  which	
  houses	
  a	
  
toolkit	
  for	
  workforce	
  practitioners	
  who	
  are	
  working	
  to	
  advance	
  sector	
  strategies	
  in	
  their	
  
states.	
  By	
  adding	
  video	
  interviews	
  with	
  leaders	
  from	
  11	
  states,	
  we	
  were	
  able	
  to	
  mak	
  the	
  
toolkit	
  more	
  personal,	
  bringing	
  connecting	
  information	
  seekers	
  with	
  experienced	
  
practitioners	
  sharing	
  their	
  insight.	
  	
  
Promoting	
  Innovation	
  and	
  Experimentation.	
  In	
  Mid	
  Michigan,	
  where	
  we	
  are	
  working	
  
with	
  regional	
  leaders	
  in	
  education	
  to	
  support	
  a	
  budding	
  entrepreneurial	
  culture,	
  we	
  
have	
  used	
  YouTube	
  competitions	
  to	
  reach	
  out	
  to	
  students	
  in	
  the	
  region	
  to	
  understand	
  
the	
  work	
  that	
  they	
  are	
  doing	
  to	
  create	
  new	
  enterprise.	
  We	
  also	
  used	
  video	
  to	
  share	
  the	
  
stories	
  of	
  how	
  colleges	
  and	
  universities	
  can	
  be	
  drivers	
  of	
  entrepreneurship	
  in	
  the	
  region.	
  




Documentary,	
  Policy,	
  and	
  Social	
  Change	
                                                               	
     	
   2	
  
Building	
  Capacity.	
  We	
  are	
  not	
  “videographers.”	
  We	
  help	
  build	
  the	
  capacity	
  of	
  our	
  peers	
  
and	
  partners	
  to	
  understand	
  and	
  use	
  video	
  –	
  and	
  not	
  just	
  as	
  a	
  broadcast	
  mechanism	
  but	
  
a	
  vehicle	
  for	
  engagement,	
  learning,	
  understanding.	
  We	
  work	
  with	
  our	
  partners	
  to	
  
identify	
  documentarians	
  in	
  their	
  communities	
  who	
  can	
  work	
  with	
  them	
  –on	
  their	
  
budgets.	
  We	
  may	
  manage	
  student	
  interns	
  or	
  professional	
  documentarians,	
  helping	
  
them	
  identify	
  and	
  capture	
  important	
  storylines	
  as	
  they	
  develop.	
  Other	
  times,	
  we	
  have	
  
introduced	
  leaders	
  to	
  simple	
  tools	
  for	
  creating	
  their	
  own	
  videos,	
  by	
  using	
  simple	
  tools	
  to	
  
capture	
  exciting	
  experiences	
  in	
  their	
  work.	
  Our	
  partner	
  organization	
  in	
  Mid	
  Michigan,	
  
the	
  Prima	
  Civitas	
  Foundation,	
  now	
  regularly	
  integrates	
  video	
  into	
  overall	
  
communications	
  and	
  engagement	
  efforts.	
  	
  	
  
Increasing	
  Transparency.	
  We	
  continue	
  to	
  experiment	
  with	
  new	
  ways	
  to	
  visualize	
  
policymaking,	
  systems	
  alignment,	
  and	
  social	
  change	
  work,	
  making	
  it	
  accessible,	
  and	
  
ultimately,	
  more	
  effective.	
  We	
  call	
  this	
  “working	
  out	
  loud.”	
  

Lessons and Learnings
While	
  how	
  we	
  use	
  video	
  depends	
  on	
  the	
  nature	
  of	
  specific	
  projects	
  and	
  the	
  goals	
  we	
  
seek	
  to	
  accomplish,	
  we	
  have	
  identified	
  some	
  general	
  purpose	
  lessons	
  we	
  try	
  to	
  
incorporate	
  into	
  all	
  of	
  our	
  work.	
  
          Consider	
  specific	
  fit	
  and	
  application	
  of	
  video.	
  Video	
  is	
  fun.	
  Having	
  a	
  camera	
  can	
  
           make	
  everything	
  look	
  like	
  a	
  potential	
  video.	
  But	
  video	
  is	
  at	
  once	
  a	
  medium,	
  a	
  
           method,	
  and	
  a	
  product:	
  polished	
  video	
  takes	
  time	
  to	
  produce	
  and	
  makes	
  people	
  
           proud,	
  but	
  unedited	
  interviews	
  can	
  also	
  meet	
  the	
  need.	
  Thinking	
  about	
  the	
  
           specific	
  ways	
  in	
  which	
  video	
  will	
  be	
  used	
  and	
  in	
  what	
  form	
  can	
  help	
  insure	
  that	
  
           the	
  process	
  and	
  product	
  meet	
  stated	
  goals,	
  affordably.	
  
          Integrate	
  planning	
  for	
  shooting,	
  editing,	
  and	
  producing	
  video	
  up	
  front	
  –	
  at	
  the	
  
           beginning	
  of	
  a	
  project.	
  	
  When	
  we	
  first	
  started	
  integrating	
  video	
  into	
  our	
  work,	
  
           we	
  did	
  so	
  tentatively	
  –	
  capturing	
  the	
  formal	
  side	
  of	
  events,	
  and	
  then	
  wishing	
  
           afterward	
  that	
  we’d	
  also	
  captured	
  the	
  informal	
  side.	
  There	
  were	
  also	
  times	
  we	
  
           were	
  asked	
  to	
  shoot	
  video	
  at	
  a	
  culminating	
  project	
  event,	
  but	
  had	
  no	
  footage	
  
           from	
  the	
  project’s	
  launch	
  to	
  compare	
  or	
  integrate.	
  Over	
  time,	
  we’ve	
  become	
  
           more	
  disciplined	
  about	
  treating	
  video	
  work	
  in	
  the	
  same	
  way	
  we	
  treat	
  data	
  
           collection,	
  policy	
  analysis,	
  facilitation	
  planning,	
  or	
  any	
  other	
  product	
  or	
  service.	
  
          Encourage	
  others	
  to	
  shoot	
  video	
  and	
  share	
  it.	
  Often,	
  partners	
  are	
  already	
  
           creating	
  video,	
  or	
  can	
  become	
  excited	
  by	
  the	
  possibilities	
  when	
  introduced	
  to	
  
           simple	
  tools	
  and	
  technologies	
  that	
  help	
  them	
  share	
  their	
  piece	
  of	
  the	
  story.	
  
           Creating	
  a	
  space	
  for	
  sharing	
  video	
  allows	
  us	
  to	
  reveal	
  where	
  others	
  are	
  already	
  
           carrying	
  our	
  message	
  and	
  to	
  encourage	
  their	
  support	
  and	
  connectivity	
  more	
  
           deeply.	
  	
  	
  
          Announce	
  your	
  intentions	
  and	
  carry	
  necessary	
  permissions.	
  People	
  are	
  
           comfortable	
  at	
  events	
  where	
  documentarians	
  are	
  filming	
  and	
  interviewing	
  when	
  
           they	
  know	
  why	
  the	
  filming	
  is	
  happening	
  and	
  how	
  it	
  will	
  be	
  used.	
  When	
  
           introducing	
  an	
  event,	
  share	
  this	
  information	
  with	
  the	
  audience	
  and	
  invite	
  them	
  
           to	
  get	
  involved	
  in	
  the	
  interviews	
  and	
  let	
  them	
  know	
  how	
  they	
  can	
  use	
  your	
  video	
  
           after	
  the	
  event	
  as	
  well.	
  Get	
  the	
  blessing	
  of	
  community	
  members	
  before	
  you	
  
           begin	
  filming.	
  Carrying	
  image	
  release	
  forms	
  allow	
  you	
  to	
  formally	
  recognize	
  this	
  
           permission	
  whenever	
  an	
  opportunity	
  to	
  film	
  arises.	
  	
  




Documentary,	
  Policy,	
  and	
  Social	
  Change	
                                                                 	
     	
   3	
  
   Have	
  fun	
  –	
  and	
  don’t	
  let	
  the	
  technology	
  get	
  in	
  the	
  way.	
  The	
  very	
  act	
  of	
  creating	
  
           video	
  is	
  a	
  shared	
  experience.	
  Try	
  to	
  be	
  part	
  of	
  it	
  even	
  if	
  you	
  are	
  holding	
  the	
  
           camera	
  –	
  the	
  craft	
  of	
  video	
  is	
  more	
  about	
  understanding	
  than	
  using	
  the	
  
           technology	
  so	
  let	
  the	
  camera	
  be	
  a	
  bridge	
  and	
  not	
  a	
  barrier.	
   	
                   	
  

Conclusion
Video	
  has	
  helped	
  us	
  to	
  be	
  better	
  listeners,	
  more	
  inclusive	
  community	
  engagers,	
  and	
  
better	
  learners	
  about	
  the	
  change	
  processes	
  of	
  which	
  we	
  are	
  a	
  part.	
  As	
  producers	
  of	
  
video,	
  we	
  have	
  become	
  more	
  aware	
  of	
  how	
  stories	
  are	
  shaped	
  and	
  told,	
  the	
  language	
  
that	
  diverse	
  stakeholders	
  use	
  to	
  communicate,	
  inspire,	
  and	
  take	
  action,	
  and	
  the	
  impact	
  
that	
  this	
  powerful	
  medium	
  can	
  generate.	
  	
  
As	
  we	
  continue	
  integrate	
  this	
  visual	
  and	
  auditory	
  medium	
  into	
  our	
  work,	
  we	
  expect	
  it	
  
will	
  become	
  the	
  norm	
  rather	
  than	
  the	
  exception	
  in	
  the	
  ever-­‐more	
  more	
  transparent,	
  
networked,	
  and	
  socially-­‐mediated	
  world	
  of	
  public	
  policy	
  2.0.	
  	
  
	
  

Where to find us:
(People)	
  
Kristin	
  Wolff:	
  kwolff@skilledwork.org	
  (@kristinwolff)	
  
Melodee	
  Hagensen:	
  mhagensen@skilledwork.org	
  (@melodeekay)	
  
	
  
(Websites,	
  blogs)	
  
www.skilledwork.org	
  
www.startgrowtransform.org	
  
www.ifawired.org/	
  	
  
www.wetoo.org/	
  	
  	
  
	
  
	
  (Video)	
  
www.youtube.com/user/Co4Skilled	
  
vimeo.com/user343070	
  
	
  
(Twitter)	
  
@skilledwork_org	
  
@wetoo	
  
	
  
	
  




Documentary,	
  Policy,	
  and	
  Social	
  Change	
                                                                      	
     	
   4	
  

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Documentary & Policy Final

  • 1. How Documentary Can Help Craft Policy and Advance Social Change Everyday,  Corporation  for  a  Skilled  Workforce    (CSW)  works  with  policy  makers,   community  leaders,  and  change  agents  dedicated  to  improving  –  even  reinventing  –  the   systems  and  services  that  help  people,  firms,  and  communities  thrive.  Together,  we  find   ways  to  create  new  opportunities  for  working,  learning,  and  engaging  communities  in   building  prosperous  futures.       We’ve  been  there  to  hear  the  “ah  ha”  moments  that  turn  skeptics  into  champions.   We’ve  witnessed  large  groups  of  people  move  from  making  demands  to  offering   contributions.    And  we  know  the  hard  work  it  takes  to  make  even  the  most  elegant,   data-­‐rich,  and  universally  supported  plans  and  strategies  come  to  life.     But  these  victories  do  not  lend  themselves  to  simple  narrative  description.  While  we   have  long  been  eager  to  share  our  experiences  and  lessons  with  colleagues,  peers,  and   partner  organizations,  our  traditional  reports  simply  did  not  convey  the  richness  of  our   experience  in  community  interactions  leading  to  change.     So  we  began  experimenting  with  video.     Early Experiments Mid  Michigan  Innovation  Team.  In  early  2007,  with  the  support  of  a  federal  grant,   education,  economic  development,  and  workforce  partners  from  13  counties  launched   an  effort  to  reimagine  and  reinvent  their  region.  Partners  focused  on  aligning  strategies   and  investments  across  five  industry  sectors  in  ways  that  also  supported   entrepreneurship  and  sustainability.  It  was  a  tall  order  for  this  largely  rural  region  with   no  large  metropolitan  center,  no  shared  identity,  and  little  precedent  for  working   together  on  such  a  comprehensive  agenda.       CSW  supported  the  Mid  Michigan  effort  in  a  variety  of  ways  –  including  embedding  a   “Documentarian”  (Melodee  Hagensen)  in  the  region  to  capture  stories  and  lessons  from   the  initiative  as  they  emerged.   Over  time,  we  captured  hundreds  of  hours  of  video.  We  interviewed  initiative  leaders,   board  members,  project  leads,  students,  teachers,  even  “people-­‐on-­‐the-­‐street”  (at   farmers  markets  and  in  parks  and  other  public  venues).     Almost  immediately,  the  value  of  this  approach  became  evident.   First,  video  combined  the  perspectives  people  from  across  the  13-­‐counties  into  a  single   narrative  helped  leaders  from  across  the  region  focus  on  what  their  communities   shared,  rather  than  how  and  why  they  were  different  from  one  another.     Second,  it  provided  a  reference  point  for  conversations  and  ideas  –  partners  could  ask   each  other  how  their  plans  would  help  address  the  concerns  of  the  region’s  residents  as   expressed  on  video.   Third,  the  simple  act  of  recording  partners  forced  them  to  think  deeply  about  how  they,   personally,  were  invested  in  change  and  why  –  it  shifted  their  attention  away  from   CSW        900  Victors  Way,  Suite  350,  Ann  Arbor,  MI  48108        734.769.2950          skilledwork.org             startgrowtransform.org    
  • 2. “compliance  with  the  terms  of  the  grant”  and  helped  them  see  new  opportunities  to   leverage  resources  for  community  benefit.     Over  time,  we  built  a  library  that  tells  many  stories  –  how  this  community  thinks  about   collaboration,  the  meaning  and  impact  of  its  automotive  heritage  and  capacity  for  the   industries  of  the  future,  its  commitment  to  a  home-­‐grown,  yet  globally-­‐competitive   innovation  and  entrepreneurship  culture.  We  can  now  draw  content  for  many  different   purposes  from  this  library,  sharing  or  contributing  it  in  ways  that  enhance  shared   understanding  and  advance  common  aims.     Building a Documentary Practice We  have  since  built  documentary  work  (video  and  otherwise)  into  many  projects  in  a   variety  of  ways.   Enhancing  Communications:  Innovation  Frontier  Arizona.  In  Southern  Arizona,   community  leaders  launched  a  regional  initiative  to  nurture  talent,  entrepreneurship,   and  collaboration  for  economic  growth,  and  asked  CSW  to  assist  in  communications  and   community  engagement.  Early  on,  we  recognized  that  the  formal  interventions  were   necessary  but  not  sufficient  to  accomplish  the  bold  goals  of  the  project.  Informal   activities  were  needed  to  grow  entrepreneurial  culture  and  encourage  collaboration.   We  embedded  a  local  documentarian  and  social  media  expert  to  raise  awareness  of   these  efforts  by  sharing  video  and  creating  communications  platforms  to  support   collaborative  work.       In  projects  where  we  embed  documentarians,  partners  can  request  that  we  cut  a  brief   video  from  our  library  to  help  illustrate  any  topic.  Sharing  this  video  across  media   platforms  helps  us  create  a  more  whole  story.      Integrating  video  helps  spice  up  presentations  at  meetings  and  conferences  to   keep  audiences  engaged  and  build  support.    Adding  video  to  an  electronic  newsletter  increases  the  number  of  readers  who   open  and  click  through  to  view  the  material,  improving  the  chance  that  partners   stay  updated  and  involved  in  the  project.      A  shared  video  channel  allows  new  participants  to  be  quickly  brought  up  to   speed  and  “meet”  the  other  members.    Inviting  participants  to  share  their  videos  helps  build  a  shared  sense  of   community  and  involvement  in  change  efforts.   Designing  Events,  Supporting  Communities  of  Practice.  We  employ  video  as  a  method   for  engagement  in  events  or  websites  we  help  to  design,  plan,  or  staff.  For  example,  we   partner  with  the  National  Governors  Association  (NGA)  and  the  National  Sector   Strategies  Partnerships  to  build  and  maintain  www.sectorstrategies.org    which  houses  a   toolkit  for  workforce  practitioners  who  are  working  to  advance  sector  strategies  in  their   states.  By  adding  video  interviews  with  leaders  from  11  states,  we  were  able  to  mak  the   toolkit  more  personal,  bringing  connecting  information  seekers  with  experienced   practitioners  sharing  their  insight.     Promoting  Innovation  and  Experimentation.  In  Mid  Michigan,  where  we  are  working   with  regional  leaders  in  education  to  support  a  budding  entrepreneurial  culture,  we   have  used  YouTube  competitions  to  reach  out  to  students  in  the  region  to  understand   the  work  that  they  are  doing  to  create  new  enterprise.  We  also  used  video  to  share  the   stories  of  how  colleges  and  universities  can  be  drivers  of  entrepreneurship  in  the  region.   Documentary,  Policy,  and  Social  Change       2  
  • 3. Building  Capacity.  We  are  not  “videographers.”  We  help  build  the  capacity  of  our  peers   and  partners  to  understand  and  use  video  –  and  not  just  as  a  broadcast  mechanism  but   a  vehicle  for  engagement,  learning,  understanding.  We  work  with  our  partners  to   identify  documentarians  in  their  communities  who  can  work  with  them  –on  their   budgets.  We  may  manage  student  interns  or  professional  documentarians,  helping   them  identify  and  capture  important  storylines  as  they  develop.  Other  times,  we  have   introduced  leaders  to  simple  tools  for  creating  their  own  videos,  by  using  simple  tools  to   capture  exciting  experiences  in  their  work.  Our  partner  organization  in  Mid  Michigan,   the  Prima  Civitas  Foundation,  now  regularly  integrates  video  into  overall   communications  and  engagement  efforts.       Increasing  Transparency.  We  continue  to  experiment  with  new  ways  to  visualize   policymaking,  systems  alignment,  and  social  change  work,  making  it  accessible,  and   ultimately,  more  effective.  We  call  this  “working  out  loud.”   Lessons and Learnings While  how  we  use  video  depends  on  the  nature  of  specific  projects  and  the  goals  we   seek  to  accomplish,  we  have  identified  some  general  purpose  lessons  we  try  to   incorporate  into  all  of  our  work.    Consider  specific  fit  and  application  of  video.  Video  is  fun.  Having  a  camera  can   make  everything  look  like  a  potential  video.  But  video  is  at  once  a  medium,  a   method,  and  a  product:  polished  video  takes  time  to  produce  and  makes  people   proud,  but  unedited  interviews  can  also  meet  the  need.  Thinking  about  the   specific  ways  in  which  video  will  be  used  and  in  what  form  can  help  insure  that   the  process  and  product  meet  stated  goals,  affordably.    Integrate  planning  for  shooting,  editing,  and  producing  video  up  front  –  at  the   beginning  of  a  project.    When  we  first  started  integrating  video  into  our  work,   we  did  so  tentatively  –  capturing  the  formal  side  of  events,  and  then  wishing   afterward  that  we’d  also  captured  the  informal  side.  There  were  also  times  we   were  asked  to  shoot  video  at  a  culminating  project  event,  but  had  no  footage   from  the  project’s  launch  to  compare  or  integrate.  Over  time,  we’ve  become   more  disciplined  about  treating  video  work  in  the  same  way  we  treat  data   collection,  policy  analysis,  facilitation  planning,  or  any  other  product  or  service.    Encourage  others  to  shoot  video  and  share  it.  Often,  partners  are  already   creating  video,  or  can  become  excited  by  the  possibilities  when  introduced  to   simple  tools  and  technologies  that  help  them  share  their  piece  of  the  story.   Creating  a  space  for  sharing  video  allows  us  to  reveal  where  others  are  already   carrying  our  message  and  to  encourage  their  support  and  connectivity  more   deeply.        Announce  your  intentions  and  carry  necessary  permissions.  People  are   comfortable  at  events  where  documentarians  are  filming  and  interviewing  when   they  know  why  the  filming  is  happening  and  how  it  will  be  used.  When   introducing  an  event,  share  this  information  with  the  audience  and  invite  them   to  get  involved  in  the  interviews  and  let  them  know  how  they  can  use  your  video   after  the  event  as  well.  Get  the  blessing  of  community  members  before  you   begin  filming.  Carrying  image  release  forms  allow  you  to  formally  recognize  this   permission  whenever  an  opportunity  to  film  arises.     Documentary,  Policy,  and  Social  Change       3  
  • 4. Have  fun  –  and  don’t  let  the  technology  get  in  the  way.  The  very  act  of  creating   video  is  a  shared  experience.  Try  to  be  part  of  it  even  if  you  are  holding  the   camera  –  the  craft  of  video  is  more  about  understanding  than  using  the   technology  so  let  the  camera  be  a  bridge  and  not  a  barrier.       Conclusion Video  has  helped  us  to  be  better  listeners,  more  inclusive  community  engagers,  and   better  learners  about  the  change  processes  of  which  we  are  a  part.  As  producers  of   video,  we  have  become  more  aware  of  how  stories  are  shaped  and  told,  the  language   that  diverse  stakeholders  use  to  communicate,  inspire,  and  take  action,  and  the  impact   that  this  powerful  medium  can  generate.     As  we  continue  integrate  this  visual  and  auditory  medium  into  our  work,  we  expect  it   will  become  the  norm  rather  than  the  exception  in  the  ever-­‐more  more  transparent,   networked,  and  socially-­‐mediated  world  of  public  policy  2.0.       Where to find us: (People)   Kristin  Wolff:  kwolff@skilledwork.org  (@kristinwolff)   Melodee  Hagensen:  mhagensen@skilledwork.org  (@melodeekay)     (Websites,  blogs)   www.skilledwork.org   www.startgrowtransform.org   www.ifawired.org/     www.wetoo.org/          (Video)   www.youtube.com/user/Co4Skilled   vimeo.com/user343070     (Twitter)   @skilledwork_org   @wetoo       Documentary,  Policy,  and  Social  Change       4