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Impact Plan: Delirium City

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This impact plan provides a media strategy for Delirium City, a web-based “digital cartography” by Juliana Soto Narváez designed to inform young Latina women about the surveillance occurring on their personal devices.

Funded by the Mozilla Foundation through the generous support of the Open Society Foundation and under the auspices of Harmony Labs, this plan provided Juliana with a method of iteratively testing the design of Delirium City with her audience to increase its persuasive effect. It is shared here with the consent of its creator.

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Impact Plan: Delirium City

  1. 1. Flickr/COD Newsroom FINAL May 10, 2018 // v1.1 IMPACT PLAN Delirium Tour: Salsa and Surveillance Mozilla Stories of Surveillance | 2017-2018 by Mary Joyce HARMONY LABS 311 W 43rd St, 12th floor New York, NY 10036 +1 212 966 7606 mary@harmonylabs.org harmonylabs.org
  2. 2. CONTENTS BEGIN Problem Statement…………………………………………………..………………..……………..……………….…3 About Delirium Tour: Salsa and Surveillance…..........……..…………………………..……….………..…4 STRATEGY Objective...……………………………………………………………………………………………………….…………..6 Audience….………………………………………………………………………………………………………………..…7 Theory of Change…………………………………………………………………..……………………………….…....8 IMPLEMENTATION Timeline…………………………………………………………………..……………………………….…...................10 Promotion…………………………………………………………………..…………..……………….…....................11 Measurement Objectives...……………………………………………………………………………………….…...12 Key Performance Indicators (KPIs)……………………………………………………………......…………..…13 APPENDIX The Startup Approach to Media Advocacy………………………………………....…………………….......15 Glossary …………………………………………………………………………….…………..…..…………………….….16
  3. 3. Both salsa and smart cities hum with themes of desire and control that find a unique expression in Latin America urban space. Flickr/COD Newsroom 3
  4. 4. DELIRIUM TOUR: SALSA AND SURVEILLANCE is a web-based “digital cartography” by Maria Juliana Soto Narváez. In it the user navigates a scrolling interface that takes her on a musical journey through an imaginary Latin American smart city where she encounters stories of urban surveillance. Flickr/Daniel Echeverri 4
  5. 5. STRATEGY Flickr/jmage
  6. 6. Yo u n g L AT I N A W O M E N question, for the first time, the SURVEILLANCE occuring on the devices they use every day. OBJECTIVE 6
  7. 7. AUDIENCE 7 GENDER female AGE 18-30 CIVIC CONTEXT urban REGION Latin America DEVICE smart phone PLATFORMS Facebook, Instagram, Tinder SURVEILLANCE KNOWLEDGE Knows she’s lost her privacy because of the devices and social media she uses. SURVEILLANCE OPINION Is apathetic about loss of privacy; takes it for granted; doesn’t see it as negative or important. EXAMPLE DELIRUM TOUR STORY Your boyfriend bought you an Android phone as a gift. He chose it because the open OS allows him to easily hack the camera and watch you without your consent. SUMMARY young latinas aware of surveillance, but not its threat Flickr/ COD Newsroom Marcela Arango
  8. 8. THEORY OF CHANGE * 8 * Defined in Glossary Outreach efforts make audience members aware of the content. Young latina women question, for the first time, the surveillance occuring on the devices they use every day. Technical and design skills are brought to bear to realize content digitally. Persuasive content is generated, validated and adapted according to input from audience members. Ensure rights to content (i.e., salsa music) Promotion Audience views content.Reception Production Co-Design Legal Check Objective
  9. 9. IMPLEMENTATION Flickr/CODNewsroom
  10. 10. TIMELINE 10 Web Design Legal Evaluation & Testing Promotion Document- ation Early May Mid-May Late May Early June Mid-June Late June Early July Mid-July Late July Intellectual Property Lawyer Consultation Hold focus groups with university and Medellín youth to get feedback on music choice, stories; Ask who in group would like to be part of ongoing Advisory Panel (need 3-6 young women). University Focus Group Medellín Focus Group Design & Dev Team Selection Music Legal Plan Finalized Final Feedback Advisory Panel Recruitment Research Article Complete Tour Prep All content (stories, songs, design) approved by Advisory Panel Delirium Tour Website Design + Development Ongoing (release in phases if needed) Website Live Live Tour Prep for tour (route, chiva rental, journalist invites) Collect Metrics* Submit Metrics* to Brett *See page 13 Co-Design Process
  11. 11. PROMOTION 11 IDENTIFY AND INSPIRE MEDIA CREATORS The outreach strategy starts with audience input from the Advisory Panel and then uses the tour theme to create a live event that inspires both journalists and social media influencers to create their own promotional media about Delirium Tour. • Ask Your Advisory Panel Ask the young women about the media they consume, such as: • Websites, blogs, magazines they read • Social media influencers they follow on Instagram, Twitter, etc. • Bring the Tour to Life Rent a chiva fot a live urban surveillance tour through the streets of Cali highlighting the stories from the project in physical space. • Invite journalists and influencers identified by your Advisory Panel. • Ask them to “make media about this tour!” (tweets, snaps, etc.). • Make the tour visually appealing to encourage that media-making. • Be Inclusive In your outreach, make a particular effort to invite young women from socially excluded group, such as indigenous women, poor women, and women of color.
  12. 12. AGAINST APATHY The audience of Delirium Tour knows that they have lost their privacy because of their digital device and media use, but they do not understand the threat this poses. Thus, the objecive of the project is not to raise awareness of privacy loss, but rather to change the audience’s opinion regarding that loss of privacy from apathetic to negative and increase the salience of privacy loss from low to high importance. • Decrease Favorability Shift opinion on loss of digital privacy, neutral ▶ negative. • Increase Salience Shift perceived importance of loss of digital privacy, low ▶ high. • Increase Exposure In order to make these changes in perception, the tour must be viewed by the audience. 12 These areas of measurement are adapted from a list of persusation campaign effects in: Atkin, C. K., & Freimuth, V. (2013). Guidelines for Formative Evaluation Research in Campaign Design . In R. E. Rice & C. K. Atkin (Authors), Public Communication Campaigns (pp. 53-68). Thousand Oaks, CA: Sage. MEASUREMENT OBJECTIVES
  13. 13. EMOJIS THAT MEASURE EMOTIONAL CHANGE To measure the emotion change objectives related to favorability and salience, Delirium Tour will follow the model of El Blog de la Redacción (inset), which has created specialized reader response emojis that allow for more nuanced reception analysis than a simple thumbs up/down and resonate with a youth audience. For these KPI metrics, the project will measure the number of times each emoji is clicked per day and over the entire project. • Unfavorable Emoji Clicks Since the goal is to shift from neutral ▶ negative, emojis for anger or sadness would be appropriate, such as: • Importance Emoji Clicks Because we are looking for emojis to measure increased interest or concern, the shock emoji is an obvious choice, as is the que jevi icon, which means “that’s intense” as well as que hueso (“how boring”). 13 KEY PERFORMANCE INDICATORS (KPIs*) * Defined in Glossary • Website Visits In addition to these emotional measures, total site visits, as well as the geographic origin of those visitors, will give a general sense of the scale of the project’s reach.
  14. 14. APPENDIX Flickr/jmage
  15. 15. THE STARTUP APPROACH TO ADVOCACY MEDIA 15 ENGAGE YOUR AUDIENCE FIRST In advocacy media, the audience is often engaged at the end of the creative process through promotion and marketing. Sometimes content lands and is popular. Sometimes it isn’t. This guessing game is an unnecessary waste of resources and drain on creator morale. Tech startups take a different approach. Because they have limited time and money and operate in an environment of uncertaintly, startups engage users first. They test incremental elements of their product continuously, constantly learning and incorporating user feedback. Low resources? Little time? Uncertainty? That sounds like the context of many advocacy media projects. Switch “user” for “audience” and a new strategy appears. Instead of engaging audience at the end, engage them at the beginning of the creative process. Test elements of your media product with a small group of audience members, such as the thee to six member Advisory Panel described in this plan. Ask them if stories resonate, if they like the music, if the design is appealing.... It need not be complicated. These questions can be asked over snacks, via email, via text message. Just get that audience input! This constant audience feedback takes the guesswork out of advocacy media. You will already have an evidence-based belief that your audience will like your media before you even schedule a meeting with your marketing department. And you’ll have greater impact as a result.
  16. 16. GLOSSARY 16 Audience The individuals one seeks to persuade or mobilize through exposure to a piece of media. Chiva Colorful hand-painted bus used in rural Colombia (see example on page 11) Engagement Ways in which a user or audience member interacts with media content. Can include commenting, liking, sharing, viewing, and other behaviors. Favorability Extent to which an individual approves or disapproves of the subject of the piece of media. Impact Change resulting from an advoacy project. KPI Acronym for key performance indicator, a type of metric that is particularly valuable in allowing an individual to track progress toward an objective while a campaign or project is ongoing. A project can have hundreds of metrics, but only a few KPIs. Objective Ultimate goal or desired impact of an activity. Metric A numeric measurement that allows an individual to track project activities (i.e., site visits per day; sign-ups per thousand page views; RSVPs per hundred invitations). Salience Importance of a subject to an individual. Theory of Change High-level impact roadmap whose dependencies lead from the present to the realization of a future change objective.
  17. 17. ABOUT THIS IMPACT PLAN This plan was co-created by Maria Juliana Soto Narváez and Paz Peña for Delirium Tour and Mary Joyce for Harmony Labs. STORIES OF SURVEILLANCE Stories of Surveillance is a Mozilla program, produced in partnership with the Open Society Foundation and MIT Open Documentary Lab. It supports the work of media activists creating work that challenges surveillance culture. MOZILLA FOUNDATION Dedicated to promoting openness, innovation and opportunity on the Web, the Mozilla Foundation is a California not-for-profit corporation dedicated to the public benefit. HARMONY LABS Based in New York City, Harmony Labs is on a mission to understand media influence at scale, and to experiment with media to support an open, resilient, democratic society. 17
  18. 18. HASTA PRONTO Please direct questions to mary@harmonylabs.org. c Flickr/jmage

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