Video Activism


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2009 Women Who Tech TeleSummit presentation on video activism.

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Video Activism

  1. 1. Video Activism Women Who Tech TeleSummit: May 12, ‘ 09 1pm PST, 3pm CDT, 4pm EDT, 9pm GMT Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166 Panelists: Matisse Bustos Hawkes, WITNESS Erica Priggen, Free range Studios Ramya Raghavan, YouTube Moderator: Shirley Sexton, See3 Communications
  2. 2. Introductions
  3. 3. <ul><li>WITNESS uses video and online technologies to open the eyes of the world to human rights violations. </li></ul><ul><li> </li></ul><ul><li>   </li></ul><ul><ul><li>Training human rights organizations to use video as an advocacy tool </li></ul></ul><ul><ul><li>Maintaining a growing archive of footage to preserve human rights history and memory. </li></ul></ul><ul><li>  </li></ul><ul><ul><li>The Hub: open to anyone, anywhere in the world to upload, watch, share and campaign with human rights-related video and media. </li></ul></ul><ul><ul><li>  </li></ul></ul><ul><ul><ul><ul><li>  </li></ul></ul></ul></ul>WITNESS
  4. 4. <ul><li>Erica Priggen, Executive Producer, Free Range Studios </li></ul><ul><li>  </li></ul><ul><ul><li>Oversees the creative and strategic development of all the company’s video campaigns </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Producer of Free Range’s award-winning The Story of Stuff, as well as other hits such as, The Good Life, and the Alliance for Climate Education’s national high school assembly program.  </li></ul></ul><ul><li>More about Free Range Studios: </li></ul><ul><li> </li></ul>Free Range Studios
  5. 5. <ul><li>Who is it open to? </li></ul><ul><ul><ul><ul><li>501c3 organizations in the U.S./registered charities in the U.K. who are not political/religious/fee-based </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Universities should apply to </li></ul></ul></ul></ul><ul><li>The Benefits </li></ul><ul><ul><ul><ul><li>Premium branding capabilities </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ability to upload longer, larger files </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Option to embed a Google Checkout button to drive fundraising </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Designation as a YouTube “ Nonprofit ” channel </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New for 2009 : Ability to drive action from your videos via an in-video ad overlays </li></ul></ul></ul></ul>The YouTube Nonprofit Program
  6. 6. What impact does the widespread adoption of broadband have on social organizing via the Web? How does this vary globally?
  7. 7. <ul><ul><li>90% of active Internet users are on broadband (Source: Nielsen N etRatings) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>U.S. Internet users viewed 14.8 billion online videos in Jan. '09 alone, a 4% increase from the previous month (Source: comScore). </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Enhanced mobile phone video capabilities </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Inexpensive video cameras like the Flip camera = explosion of video content on YouTube, social networks, etc. </li></ul></ul>Convergence of access and tools
  8. 8. Nonprofit Example: The Hub
  9. 9. How do you determine your goal(s) and what the role of video will be in reaching your goals?
  10. 10. <ul><ul><li>Define quantifiable goal (desired outcomes) first; e.g. # advocacy actions taken, influencing voters, awareness-raising/ educational, etc. The last two types are more prone to being &quot;spreadable&quot; (aka &quot;viral&quot;) </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Goal and target audience of your video should determine style, tone, pacing, use of music, storytellers </li></ul></ul>Strategic goal drives your tactics
  11. 11. Nonprofit Example: Advocacy
  12. 12.   http:// Nonprofit Example: Viral
  13. 13. How important is production value of online video vs. strong content and storytelling?
  14. 14. Core values which are communicated through stories.   Stories populated by archetypal characters different than those we find in “reality”: the hero, the wise old man, the nemesis, the trickster.   Clear information delivered in humorous, intelligent, and nuanced ways.   Complex issues simplified and made approachable through entertaining storytelling devices. What does make us act?
  15. 15. <ul><li>  </li></ul><ul><ul><li>Core concepts: Human beings live on a human scale. We see our world through stories. </li></ul></ul><ul><ul><li>STEP 1: Identify Your Audience </li></ul></ul><ul><ul><li>STEP 2: Identify Emotionally Resonant Themes </li></ul></ul><ul><ul><li>STEP 3: Set Your Stage </li></ul></ul><ul><ul><li>STEP 4: Choose your mysteries/metaphors </li></ul></ul><ul><ul><li>STEP 5: Choose your medium </li></ul></ul>Storytelling DIY
  16. 16. Nonprofit Example: The Story of Stuff
  17. 17. How can you include interactivity in online video?
  18. 18. How to Add Call to Action <ul><ul><li>Call to action is a new way for you to drive action from your YouTube videos to external advocacy, sign-up or donation pages. </li></ul></ul><ul><ul><li>Easy to create and amend ad overlays -- just go to “ My Videos ” then “ Edit Video ” </li></ul></ul><ul><ul><li>Fill out “ headline ” , “ description ” , “ hyperlink ” fields and click save. </li></ul></ul>
  19. 19. Nonprofit Example:
  20. 20. Nonprofit Example: charity:water <ul><ul><li>Created compelling video for World Water Day, using Beck ’ s single “ Time Bomb ” </li></ul></ul><ul><ul><li>Added call-to-action in-video overlay asking people to donate to build wells in Africa </li></ul></ul><ul><ul><li>Video featured on YouTube homepage </li></ul></ul><ul><ul><li>Raised over $12,000 in one day </li></ul></ul>