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Video Advocacy Styles

3 styles of video advocacy (lobbying, vertical campaign, horizontal campaign) prepared for the Health Media Initiative of the Open Society Foundations and presented in Geneva Switzerland June 13th, 2013.

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Video Advocacy Styles

  1. 1. VIDEO ADVOCACYMary Joyce for the Health Media Initiativeof the Open Society FoundationsGeneva, Switzerland | June 13, 2013Stylesimage: Flickr/JustinJensen
  2. 2. LobbyingVertical CampaignHorizontal Campaign3 Stylesof video advocacy
  3. 3. LobbyingYouYour videoDecision-makerEnacts goal1.In-PersonScreening
  4. 4. Successstories2007: Bound by Promises (17 minutes), about modern-day slavery in Brazil, wasscreened before the Brazilian Congress’ Human Rights Commission, and hasproven instrumental in getting Mobile Inspection Squads, which are responsible forinvestigating claims of runaway slaves, to resume their work. "Bound by Promises"has also led to greater investments in programs for workers.2005: The Austin, Texas City Council unanimously approved a resolution opposingvigilantes along the U.S.-Mexico border and requiring authorities to monitor andreport all vigilante activities after a screening of Rights on the Line (4 minutes).The film was co-produced by partner American Friends Service Committee incollaboration with the American Civil Liberties Union.source: The State Senate Majority Leader in California introduced sweeping legislationto overhaul the State’s juvenile prison system five days after System Failure(31 minutes) by partner Books Not Bars revealing rampant abuses in the system wasscreened at the Capitol.
  5. 5. CasestoryUS Secretary of Defense sees thedocumentary The Invisible War,about sexual assault in the military.He decides to change the military’spolicy about investigating assaultcases to make it easier for victims toseek justices.
  6. 6. Film director and producer commit themselves to work on a lobbying campaign.They have a screening on Capitol Hill for members of Congress that is co-sponsored by 2 members of Congress who are allies.The filmmakers also organize 30-40 other private screenings for policymakers.They reach out to politicians, advocacy organizations, journalists and militarypersonnel.They used their existing political connections. One producer’s mother was aSenator.The private screenings created a strong word of mouth campaign, which led tothe Secretary of Defense seeing the film.How ithappenedsource:
  7. 7. LobbyingYouYour videoDecision-makerEnacts goal1.In-PersonScreeningand your allies
  8. 8. More people to arrange screenings.More people to get press contacts.People to organize supporting tactics.You get the benefit without doing the work, because tasks are decentralized.Allies are motivated to participate because they reinforce their own keyrelationships with journalists and decision-makers by using your content.Allies work to their strengths. Lobbying organizations lobby, grassroots groupshold protests and rallies.Who are your allies on your video topic?The Importance ofallies
  9. 9. When is lobbying the best option?When would it not work?Lobbying1.
  10. 10. VerticalDecision-makerEnactsgoal2.SupportersInternetcampaigningInternet andOfflineYouand your allies
  11. 11. VerticalDecision-maker2.SupporterscampaigningTarget is an authority figureYouand your allies
  12. 12. Allies andsupportersAllieshelp you mobilizeSupporters.Allies Supporters
  13. 13. Allies andsupportersAlly Supporter GroupNational Bar Association lawyers around the countryhelps you mobilizeUniversity Student Association university studentsUnion President union membersWho else?
  14. 14. VerticalDecision-makerEnactsgoal2.SupportersInternetcampaigningInternet andOfflineHow?Youand your allies
  15. 15. SupportersVKontakteTwitterFacebookblog (yours or an ally’s)web-site (yours or an ally’s)Influencingsupportersupload to YouTubeor VimeoThen share via:LiveJournalWhat else?
  16. 16. VerticalDecision-makerEnactsgoal2.SupportersInternetcampaigningInternet andOfflineHow?Youand your allies
  17. 17. Decision-makerSupporterse-PetitionTo: Chairperson1. citizen2. citizen3. citizenprotest or rallycallletteremaile-petitionInfluencingthe decision-maker
  18. 18. Who are your likely supporters?What technology do they use?DevelopingtacticsYou websiteAlly’s websiteYour blogAlly blogPopular blogFacebookTwitterVKontakteLiveJournal
  19. 19. Posting to Youtube= Distribution!Vertical2.campaigning
  20. 20. CasestoryWhen the Global Fund pulled out of Russia in 2009, the Russian government refusedto continue supporting harm reduction programs. A campaign using video of experttestimony on the crisis convinced the Global Fund to extend its funding.
  21. 21. The Hungarian Civil Liberties Union filmed experts at the 2009 Moscow AIDSconference talking about the crisis in Russian harm reduction.They made a video, “Officially Neglected” (9 minutes) and posted it on Youtube.They shared it on their own website and on their Facebook page.They allowed other NGOs to post it on their sites (example: emailed the link to NGO allies.They reached out to ally websites with higher traffic, like, totry to get a broader audience for the video.They started an e-petition to focus supporter influence on the target.Allies also showed the video directly to decision-makers (mixing advocacy styles!)How ithappenedsource:
  22. 22. When is vertical campaigning the best option?When would lobbying work better?Vertical2.campaigning
  23. 23. HorizontalYour videoEnactgoal3.CitizensInternetcampaigningby making a change intheir personal behavior.Youand your allies
  24. 24. CitizensTarget is peer groupYouand your alliesHorizontal3.campaigning
  25. 25. CasestoryCelebrities, sports teams, businesses, politicians, and ordinary people make videosurging LGBT youth not the commit suicide because life “gets better.”
  26. 26. In September 2010, in response to the suicide of a number of gay teens, gayjournalist Dan Savage and his husband record a Youtube video telling queer teensthat “it gets better” and suicide is not an option.Savage writes about the video in his column in the Seattle weekly The Stranger afew days later. In that column he says that he has started a Youtube channel tohost videos of LGBT adults saying how it has gotten better for them.Decentralization: Savage doesn’t make all the videos. He inspires others to maketheir own and share their own stories.The campaign gets very big very fast. Over 50,000 people create a video. Amonth later, President Obama creates a video for the project.Over 50 million people have viewed one of the project’s videos.How ithappenedsource:
  27. 27. With these types of projects, it is easy to measure participation and it is hard tomeasure goal attainment. (What is the goal?)It is easy to measure how many people have watched the video or created a video.It is very hard to know how many viewers were queer teens considering suicidewho were convinced not to by watching the video.They don’t know if they have attained their goal of preventing the suicides ofqueer youth.This is because, unlike a vertical campaign, the individual targets are unknown tothe advocate so their reception of the campaign is also unknown.Measuringsuccess
  28. 28. views = success!Measuringsuccess
  29. 29. YouYour videoDecision-makerEnactsgoalSupportersMeasuringsuccessmeasure here!(not only here)
  30. 30. If you decide to run a peer campaign,how might you measure goalachievement?Measuringsuccess
  31. 31. LobbyingVertical CampaignPeer Campaign3 Stylesof video advocacyWhat type of campaign is yours?