Telling the Zero Hunger Story: why and how." Webinar - 1st session - 27/09/2017
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Telling the Zero Hunger Story: why and how." Webinar - 1st session - 27/09/2017
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Telling the Zero Hunger Story: why and how." Webinar - 1st session - 27/09/2017
- 1. Telling the Zero Hunger Story: why and how? Digital Innovation Team - OCCI 27/09/2017
- 2. Greetings from FAO Alifa Noor Ardianingrum Webinar Focal Point OCCI, FAO Simon Davis Creative Director Unfold Stories Yasmina Bouziane Deputy Director OCC, FAO Denna Jones Director of Content and Client Services, Rooftop Anne Aubert Webinar Coordinator OCCI, FAO Bruno Altobelli Technical Support OCCI, FAO
- 3. Learning objectives Understand the Zero Hunger approach and how we can all contribute to it. Be familiar with the principles of storytelling and how to apply them to FAO’s work towards a #ZeroHunger world. Recognize a good story and shape it into an article, a video or a photo story. Understand how to use the FAO digital storytelling guide and how to submit and publish related digital products.
- 4. Using storytelling for a #ZeroHunger world Think digital first Need to engage more with our target audiences Storytelling is a successful way to engage with people Storytelling will be used more and more on FAO.org and on the digital channels (social media, etc.) We all have a role to play in telling the #ZeroHunger story Let’s see how we can do it together
- 5. Yasmina Bouziane Office of Corporate Communication #ZeroHunger
- 6. Digital storytelling for a #ZeroHunger world Telling the Zero Hunger story: why and how? Simon Davis – Creative Director, Unfold Stories 27/09/2017
- 7. Digital storytelling for a #ZeroHunger world Using stories to support FAO’s work
- 8. Welcome
- 9. ○ Part 1: What is digital storytelling? ○ Part 2: What makes a good story? Followed by a quiz ○ Part 3: Storytelling through video, presented by Richard Ahlfeldt ○ Part 4: Story gathering and publishing - hands-on tips ○ Part 5: Q&A, close and evaluation In today’s webinar...
- 11. “Using digital tools and channels to engage people in your story” Beginning > Middle > End We all know what a story is. Digital storytelling is about applying that approach to corporate communications. It’s about explaining FAO’s work through an individual’s tale, or a shared experience or an unfolding drama.
- 15. Why is it important?
- 16. Technical experts Member countries Informational > Emotional General public Youth
- 17. It works...
- 18. 14,612 shares 1.7 million views
- 19. What makes a good story?
- 20. Your homework
- 21. ○ Places you in the scene - makes you feel like you are there ○ Connects you to “real” people and everyday experiences ○ Is inclusive or relatable for the viewer ○ Tells it from a human voice and follows a “hero” character ○ Comes from those directly affected (rather than experts) ○ Places the viewer “in their shoes” ○ Is visually strong and enticing ○ Is creative, novel, intriguing, exciting - challenges expectations ○ Takes you on a journey - and can offer different paths to take ○ Offers hope for change or a positive outcome A good digital story...
- 22. BUT
- 23. Telling a story well takes time and effort. We must be selective about what gets the “hero” treatment. Not everything is a story
- 25. Quiz time
- 31. ○ Research around the subject - what first grabs your interest? ○ Take your time! The best stories need to be hunted out ○ Come back to the “ingredients” of a good digital story ○ Find your personal story - zone in on the real people
- 32. Top tips on visuals and audio
- 33. ○ Talk to different people - find your hero ○ Interview your subject - record the story ○ Visuals: portraits, detail shots and context ○ Audio: interview, surrounding sound and detail effects
- 34. The power of a phone
- 35. ○ Your smartphone can be a powerful story gathering tool ○ Practice your photography, videography and audio recording ○ Some useful apps… ■ Photo: Camera+ , Snapseed ■ Video: iMovie, Splice ■ Audio: Voice Record, Hindenburg Field Recorder ○ Think about accessories… mic, lenses, grips and tripods
- 36. And finally...
- 38. Q&A
- 39. Using video for storytelling Telling the Zero Hunger story: why and how? Denna Jones - Director of Content and Client Services – Rooftop 27/09/2017
- 40. Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in my heart forever. – Native American Proverb
- 41. Find a good story to tell
- 42. It’s not about what you like It’s about what your audience wants to watch
- 43. Find a message that will spark interest
- 45. Strong visuals speak for themselves
- 49. RESULTS Launched over 48 hrs Focused the views on the following countries: Australia, Bangladesh, Brazil, Canada, Germany, Egypt, Spain, France, United Kingdom, Indonesia, India, Italy, Mexico, Nigeria, Netherlands, Peru, Philippines, Pakistan, Thailand, United States, South Africa Keywords: Sustainability, Food waste, Food, Healthy diet, Cooking or Climate change Age: 18-45 year olds
- 52. OCCI Digital Innovation Team Gerrit Beger Platforms and Innovation Content and Engagement Knowledge and Resources
- 53. Digital Storytelling @FAO Think digital first Read the Digital Storytelling guide from OCCI Find a good story to tell Think about your audience and develop your story Evaluate the best way to tell your story (video, photo story, article, … ?)
- 54. Got a story to tell? Contact us! digital@fao.org Involve OCCI from the start: to get advice help in developing the best product to ensure full visibility on digital
Editor's Notes
- Simon, Creative Director and Marisol, CEO from Unfold Stories - digital storytelling is what we do! We’ve worked in digital communications for NGOs, governments and UN bodies for over 10 years Talking to you today from London, but we’ve gathered stories for use on digital from places like Bangladesh, Central African Republic, Ethiopia, Kenya, Philippines, Sierra Leone, Somaliland and South Africa. Give us a shout in the chat if you’re participating from any of those countries We want to share some of experience and insight Look at PODs - cover responses Chance for you to understand what digital storytelling is, but also to put it into practice to support Zero Hunger Liaise with the Digital Innovation Team Questions on chat throughout - facilitators will flag to me. But also an open session at the end
- No great mystery. Well know what a story is. Literally: using digital tools and channels to engage people in your story In practice, this means translating story ideas into content for your web platforms, social media and other digital channels - such as apps
- Digital stories take different formats video, on-screen interactives, graphics, animation, virtual reality, creative social media They can be complex and long in form - eg Homework example: City of Gastronomy, Lima. Combines photos, videos, music, interviews - lots of depth. Good example of creative window into deeper issues - (moving from culinary aspiration to issues of sustainable development).
- They can also be short and simple. AND NOT JUST VIDEO… take this example of creative use of a social media post (eg BHF tweet)
- Simple, but effective. Draws you into a human experience and story. You imagine you are there. You are in “their shoes”. You are called to action.
- Stories as a powerful communications tool - we know it works from oral traditions: humans are programmed to listen to stories of other humans. It’s emotional, not just informational - it resonates with us on a different level. When it comes to Zero Hunger FRAMEWORK in particular - big drive to extend audience reach Currently, FAO feeds technical users and members very well with information-heavy communications
- For Zero Hunger, it’s important to reach a wider constituency - in particular wider public and youth Public - to mobilise people behind the core action of FAO work and to demonstrate to donors and others its support Youth - to engage the next generation. If we’re serious about delivering a more sustainable world, this is the generation we need to get on board Stories help us make that jump - by taking the informational to the emotional, which is more accessible and engaging for non-experts, specialists or those with an existing interest But this is not an either / or - it is not a shift away from serving technical audiences or information. Far from it - it does both. Stories help us to engage a broader audience, and can act as a “window” into more in depth information and expertise. Not only that - digital storytelling can be applied to more technical subjects too, to help engage all audiences. We’re all human, and stories talk to us all!
- Zero Hunger video - homework example Denna to talk more on this
- People don’t just absorb stories, they share them - widening FAO’s reach Big shares and viewing figures on Facebook Before moving on to next section - any Qs from Anne / participants?
- How do we identify good stories?
- There are some classic storylines and formats that we are all familiar with - the hero’s quest or the journey But in the age of social media, some practical techniques and principles are particularly effective. After the session - go back and revisit homework examples - can you identify ingredients of good storytelling? The best way to practise and be inspired is to watch other digital story approaches
- These are the ingredients of good digital storytelling. Not every story will have every element - but you should be able to recognise at least 3 or 4 in each of the examples we set in the homework pieces. Let’s go through it, one by one. As we do, try to think how these ingredients were used in the pieces we have seen. Places you in the scene - makes you feel like you are there [eg in ZH video - watching TV. Or in Lima, the sounds, camera angle and fast pace makes you feel like you are on the street amid the hustle and bustle, even at a carnival] Connects you to “real” people and everyday experiences [eg again, in ZH video we see several scenes of everyday life and people we can identify - from being in the city, at a market, filling recycling bins] Is inclusive or relatable for the viewer [eg buying too much fruit in a supermarket - a common mistake we all make] Tells it from a human voice and follows a “hero” character [the obvious example here is of Ivine and Pillow - but even the strawberry is given a very human portrayal - hair blowing in wind, falling in love. I almost cried!] Comes from those directly affected (rather than experts) [this is what gives strength to the Ivine and Pillow story - it comes from someone who has seen it firsthand. This gives it authenticity which people believe in] Places the viewer “in their shoes” [Ivine story follows her “shoes”, but also strawberry piece again - you follow it as a person from it’s literal point of view] Is visually strong and enticing [Lima - eye-catching, colourful, fast-paced - it’s a visual feast (no pun intended) you want to explore] Is creative, novel, intriguing, exciting - challenges expectations [Ivine and Pillow - challenging what you’re expecting in format of fairy tale. Or eyes of strawberry - giving the fruit consciousness] Takes you on a journey - and can offer different paths to take [Home Office knife crime series] Offers hope for change or a positive outcome [Very important in digital: cutting through bad news, competing for attention. People want positivity to act on]
- ...and this is a very important BUT
- Work with the Digital Innovation team to think about what makes a story and what is worth the investment
- This is an example from HONY - extremely popular series that has millions of followers and hundreds of thousands of engagements on social media for every post Using HONY cos it’s an example of the simplest form - pic and caption, basis for a lot of digital content. The raw materials. Read out INGREDIENTS: Real life, real story The image isn’t amazing - but you feel like you’re there. On the other side of the street. You’re put in their shoes - at eye level. You can see a happiness on her face, and a determination in his. Ultimately, it’s a positive story - it’s forward looking and aspirational. The sense of wanderlust at the end makes it relatable for many and open - to further possibility This is about a tapioca selling business, but you could imagine a similar treatment on more technical FAO subjects too - such as land tenure, how securing the rights to land allowed someone to pursue their dream, to start a farming business and so on
- Show examples on screen Ask people to vote for best - think about story ingredients Discussion after vote - which work? Next - introduce Denna from Rooftop Productions, to talk about the Zero hunger / food waste video example
- One key character - farmer in foreground looking to the camera Relatable - most people reading this on Instagram will be fortunate enough to have eaten today It’s a short and simple statement and caption, but it opens up two stories - that of the farmer you see and your own experience It engages you in an action and relationship with another human - asking you to thank that person Positive on both sides - farmers doing well, and your gratefulness More than 3, nearly 4 times more likes than pic 2
- Visually, it’s mixed picture with no clear point of focus or character It is ultimately a positive story, but this gets lost in the detail of the caption For many viewers, it won’t be something they can relate to directly
- Key characters are easily identifiable Connects with a big audience - parents - who can relate to the problem of feeding their kids vegetables Positive, smiling - hope for the future
- You can help to gather the raw materials for digital storytelling from your countries Liaise with the Digital Innovation team if you have an idea Here are some practical tips for gathering story content in the field - building on the detailed storytelling kit
- Research around the subject - what first grabs your interest? [Often your gut instinct about what makes an interesting story will be right - eg Denna being grabbed by food waste statistic. If it’s something you’d want to tell a friend - that’s a good indicator] Take your time! The best stories need to be hunted out [Example of South Africa - World Cup. Interviewing staff for 3 days - only on last day did it reveal itself] Think about the “ingredients” of a good story - how does it fit? Or how can it be manufactured? [Remember, it doesn’t need to tick every box for a good story, but if it includes 3 or 4, you are on to a winner. Remember, the creative treatment can be developed later - you are finding the raw materials] Find the personal story - zone in on real people [9 times out of 10 in the field, your story will come back to a personal experience. Talk to the different people you meet - how has FAO’s work changed their lives?
- Raw materials of digital stories Core basics - as covered in the storytelling kit and as we’ve seen in HONY egs - are photos (or video) and a first person narrative (ultimately, a quote)
- Talk to different people - find your hero [Just like finding your story angle, the perfect subject won’t be the first person you meet. You will need to talk to 4 or 5 people to get the best. Look for someone who is willing to talk, who wants to tell their story - this is best both ethically and makes your story easier] Interview your subject - record the story [Ultimately, you need to be able to capture their first-person experience. A recorded interview allows you to get all the details of the story, and can be used in digital story formats (depending on quality - can be done on either video or audio only). It is something you can also go back to in order to find a quote (though write down any soundbites that jump out at you). Find space to talk to them comfortably - make space time. When interviewing, try not to jump in specific, closed questions - talk generally at first, allow people to share their experience. Ask open Qs - like “how does a typical day go for you”] Visuals: portraits, detail shots and context [You need to be able to tell the different aspects of the story. The more and varied material you can collect, the more you will have to edit the best story] Audio: interview, surrounding sound and detail effects [Find a quiet place, relaxed to interview. Get the recorder in close - uncomfortably so, but sit to one side - not front on. Think about ambient and effects. Close your eyes to imagine the scene you are trying to capture]
- Can gather a lot of material - pictures, video, sound Takes practice - you can practice now. Start trying it out Some apps to try out Camera+ Voice Record iMovie or Voddio Mobile digital / journalism is a practice in itself. More resources on #MoJo - will share after webinar
- Digital story formats changing all the time Good to look at what’s out there to give you inspiration and to think ahead about materials you need to make the product Remember, talk to the Digital Innovation team first
- Time for a discussion - do you have any questions for the webinar panel?