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Audience Assessment

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http://videoplan.witness.org | Effective advocacy videos are made for an intended audience, often key decision makers, for a specific reason. This session help advocates identify and prioritize …

http://videoplan.witness.org | Effective advocacy videos are made for an intended audience, often key decision makers, for a specific reason. This session help advocates identify and prioritize audiences for their video. Paying special attention to who has the power to create the change advocates are seeking, this session also evaluates potential audiences’ awareness, perspective and support on the advocacy issue.

WITNESS Training Curriculum - Part of module 2

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  • WITNESS: Strategies for using video as a tool in human rights advocacy
  • Transcript

    • 1. Audience Assessment 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 www.witness.org. 
    • 2. Session Objective
      • Introduce:
      • why a defined audience is important
      • different types of audiences
      • how to best assess an audience for your video.
      12/13/11 WITNESS.org
    • 3. Video Advocacy is…
      • Audience-driven. Your video should be created and tailored for an intended, accessible audience.
      12/13/11 WITNESS.org
    • 4. An Audience Is…
      • An individual , group , or institution targeted to take action to create the change you are seeking.
      • Audiences can be divided into:
        • Primary - direct ability to create change
        • Secondary - can exert pressure on the primary audience
      12/13/11 WITNESS.org
    • 5. Defining Audience
      • It ’s not how many people, but who - and what they can do for your issue
      • Who needs to hear your message?
      • Who has the power/authority to make or block change?
      • Who has influence over these people?
      • How does your focus become part of their agenda ?
      • How would an audience implement a proposed solution ? (legislation, lawsuit, community behavior shift)
      12/13/11 WITNESS.org
    • 6. Sample audience types
      • Courts, tribunals, judicial and parajudicial bodies, including cultural/community bodies
      • Legislative and executive bodies
      • Human rights bodies, Commissions, Special Rapporteurs, Working Groups, etc.
      • Key decision makers with influence on human rights issues (International Financial Institutions, corporations, aid agencies, etc)
      • Law enforcement
      • Your community, and solidarity groups
      • Broader public
      12/13/11 WITNESS.org
    • 7. 12/13/11 WITNESS.org Influence on Your Issue
    • 8. What is Your Audience ’s:
      • Decision-making capacity & authority?
      • Attitude : are they supporters, fence-sitters and opponents?
      • Level of awareness?
      • Level of commitment?
      • Remember: Evaluate your access to the audience.
      12/13/11 WITNESS.org
    • 9. Analyzing by Decision-Making Capacity
        • Decision makers (Primary audiences): They have the power of authority to block or make change.
        • Pressure makers (Secondary audiences): They have the power to influence or pressure decision-makers and raise public opinion on an issue.
      12/13/11 WITNESS.org
    • 10. Tips for Analyzing Decision-Making Capacity
      • Who holds a stake or interest in the issue, and whether or how is it resolved?
      • Who are the constituents of your decision-makers?
      • Who do your decision-makers listen to and take advice from (Insiders / allies)?
      12/13/11 WITNESS.org
    • 11. Assessing Attitudes
      • Supporters : Audiences that identify with your cause
      • Neutral or undecided : A person, group or organization that is not on either side or hasn ’t yet taken a position
      • Opponents : Audiences mildly or strongly against your cause
      12/13/11 WITNESS.org
    • 12. Assessing Level of Awareness 12/13/11 WITNESS.org
    • 13. Level of Commitment
      • How much support can your audience provide you?
      • How far are your supporters willing to go?
      • How far will your opponents go to oppose you?
      12/13/11 WITNESS.org
    • 14. Audience Categories Type of Audience Local National Regional Int ’l Judicial bodies: Courts, tribunals, parajudicial bodies Legislative bodies: law and policy-makers Human rights bodies : Commissions, Special Rapporteurs, Working Groups Other key decision-makers: Others with influence on human rights issues (financial institutions, corporations, aid agencies) NGOs, diaspora and solidarity groups: peers, allies, collaborators Affected Communities: populations affected by the issue General public: Caution with this category-can you get more specific? Press and media: including TV, radio, internet-based.
    • 15.
      • Audience is a person, group or institution that can create change on the issue
      • Think of audience not in terms of how many people see your video, but which people .
      • Assess your audience by decision-making capacity, attitude, awareness & commitment
      Summary
    • 16. Audience Assessment 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 www.witness.org. 

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