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Similaire à WITNESS Video Advocacy Methodology - Introduction
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WITNESS Video Advocacy Methodology - Introduction
- 1. WITNESS uses video to open the eyes of the world to human rights violations Making Your Video Advocacy Successful October 7, 2011 Chris Michael, WITNESS Video Advocacy Training Manager WITNESS.org
- 2. WHO ARE WE? 1. Name 2. Where you are from 3. Advocacy work / experience WITNESS.org
- 3. WHAT ARE WE DOING? 1. Learn WITNESS’ Video Advocacy Methodology 2. Review (successful) case studies 3. Filming safely and securely for change 4. See innovative uses of video for change 5. What’s next? WITNESS.org
- 4. WITNESS: VIDEO FOR CHANGE 19 years 80 countries 300 partner organizations 1000’s of human rights defenders 4000 hours of archived human rights footage WITNESS.org
- 5. HARNESSING TECHNOLOGY FOR HUMAN RIGHTS EQUIPPING cameras & tools EMPOWERING training human rights defenders ENABLING growing P2P networks WITNESS.org
- 6. TRAJECTORY OF VIDEO WITNESS.org
- 7. THE GAME CHANGER… WITNESS.org
- 8. TOOLS FOR A REASON JUST BECAUSE YOU CAN, DOESN’T MEAN YOU SHOULD. - My (most incredible) mom Tactics that optimally support the advocacy. Tools that optimally support the tactic. All should both build and harness power - and be integrated. WITNESS.org
- 9. VIDEO ADVOCACY Video advocacy is about effectively using the power of stories, visual evidence and personal testimony as part of a human rights advocacy strategy to engage people to act and create change in human rights law, policy, practice and behavior. WITNESS.org
- 10. EXERCISE In a group of three-four persons, share an experience of video being used for human rights advocacy. Discuss together in the small group what made it effective. After ten minutes, we’ll hear a sample of the examples. WITNESS.org
- 11. WITNESS’ TOP 5 1. Video made for a reason, not about something 2. Video made for a specific audience 3. Video with a clear and doable request for action from the audience 4. Video with a strong message and the best messengers to move the audience to action 5. Video that can, and will, be seen by the audience WITNESS.org
- 12. FOR WITNESS, VA IS NOT… • A substitute for other advocacy tools: reports, mobiles, lobbying, etc. • Used primarily as a publicity, educational or training tool • Just for professional filmmakers or journalists or media experts • Necessarily dependent on strong graphic imagery for impact 1/10/2012 WITNESS.org 11
- 13. EXERCISE In a group of three-four persons, use the example of the film and your own experience to discuss the strengths and limitations of video being used for human rights advocacy. Note your ideas on post-its using no more than 4-5 words – try to identify 3-4 advantages and 3-4 limitations After ten minutes, we’ll gather the post-its on the wall and see what groupings emerge WITNESS.org
- 14. STRENGTHS LIMITATIONS/SHORTCOMINGS 1) Show or contextualize a violation or its aftermath 1) Depends on access to places and people 2) Put a face on human rights advocacy by telling a 2) Limitations in covering structural personal story issues 3) Compress, contrast and 3) Weak for deep quantitative juxtapose situations analysis and complex procedural issues 4) Use emotional power to communicate to an audience 4) Technological divide still exists and does not change/remove 5) Detail specific cases or issues of representation, and incidents that are emblematic process can be less participatory of patterns during editing 6) Be a democratic and participatory medium 5) Can jeopardize lives 7) Serve as a shield Advocacy and Propaganda? 1/10/2012 WITNESS.org 13
- 15. WITNESS.org
- 17. LANDMARKS OF A VIDEO ADVOCACY Safety, Security & Consent CAMPAIGN 1. Advocacy Goal 2. Target Audiences 3. Message 4. Story 5. Distribution 6. Archive 7. Impact Evaluation WITNESS.org
- 18. The measure of success is change on the ground – not simply a video being made. WITNESS.org
- 19. Video is the medium Advocacy is the purpose Change is the goal. WITNESS.org
- 20. STEP 1: SMART OBJECTIVES • Establish the purpose of the video within broader advocacy strategy • Set clear and specific objectives for the video, specifying what they are, and how they can be achieved WITNESS.org
- 21. GOAL: Stop violence Pressure law SMART against sex workers enforcement to adopt & OBJECTIVES enforce HOPS policy recommendations to curb violence against sex workers by August 2011. • Specific • Measurable • Achievable • Realistic • Time-bound WITNESS.org
- 22. NOT Specific: Empower students to do environmental accountability research in Brazil Specific: Provide technological support to Brazilian film students to help document corporate violations of environmental laws in south and southeast Brazil and place this evidence before national stakeholders including … NOT Measurable: The video screening should evoke more uplifting responses from the public. Measurable: The video screening will secure a 15% increase in participation in local community dialogue in this location over the next six months. NOT Achievable: The video will make officials act to push for ratification of the Kyoto Protocol. Achievable: During our advocacy briefing, we will provide a video report with accompanying recommendations for interim steps to support the upcoming legislative debate on ratification. NOT Realistic: Attendance at our video events will quadruple last year’s attendance. Realistic: We should aim for a 5% increase in attendance for this year’s video event while maintaining our routine efforts. NOT Time-bound: We hope the anti-discrimination law passes as soon as possible. Time-bound: We aim to have the anti-discrimination law passed by August 1st, 2009. WITNESS.org
- 23. WHAT ARE SOME EXAMPLE AUDIENCES FOR ADVCOACY VIDEOS? WITNESS.org
- 24. STEP 2: TARGET AUDIENCES • Who has an influence on your advocacy goal? Who should be reached and persuaded? • What is their perspective or attitude to the issue? • What is their level of awareness? • What is their level of knowledge? • Who are your secondary audiences who can pressure your primary audience? WITNESS.org
- 25. Storytelling puts the human into human rights. Story is at the heart of video … without a compelling story, your audience will not be moved to act. WITNESS.org
- 26. What … is visual storytelling for human rights DEFINED: The strategic use of images, pictures, and sounds to tell stories that can pressure, shame, move or compel key audiences to take action that will protect, defend and uphold human rights. GOAL: The story inspires the action you want from the audience. WITNESS.org
- 27. How … can you Tell a Good Story, part 1, the philosophy Andy Goodman’s 10 Rules for Storytelling 1. Stories are about people 2. Stories need to be fixed in time and space 3. Stories speak the audience‟s language 4. Stories stir up emotions 5. Stories don‟t tell. They show. 6. Stories have at least one “moment of truth” 7. Stories have clear meaning 8. The people in your story have to want something 9. Let your characters speak for themselves 10. Audiences bore easily so stories need challenges/obstacles WITNESS.org
- 28. HOW The 6 Guiding Principles of Story: 1. VOICES: The people (or text) who tell the story 2. STRUCTURE: The way in which your film is organized or in other words, the backbone 3. AUDIO/VISUAL ELEMENTS: What you hear and see on screen 4. STYLE: What your films „looks & feels‟ like 5. ETHICAL REPRESENTATION: How you honor a person‟s dignity and respect their privacy 6. SPACE FOR ACTION: A concrete and specific act your audience can take to create change WITNESS.org
- 29. ESSENTIAL: CREDIBILITY – Emotional: The voices that speak to the viewer‟s heart – Analytical: The voices that support the facts – Ethical: The voices that must be included for ethical reasons and agency – Political: The voices your audience trusts and needs to hear from WITNESS.org
- 30. STEP 3: STRATEGIC MESSAGES Resonate & Compel • What are the 1-5 key facts / sentences / points that will resonate with your audience and thus must be in your documentary? WITNESS.org
- 31. KEY QUESTIONS • What is the message you need to get to this audience? • Are you educating, engaging or activating? • What story will be persuasive, compelling or motivating for this audience? • What voices is it important to have in the video in order to have political, ethical, analytical and emotional credibility and impact? WITNESS.org
- 32. REVIEWING VIDEOS 1. What is the Objective of the video? 2. What is the Audience of the video? 3. What is the Message of the video? 4. What is the Story of the video? 5. What is the request for action? WITNESS.org
- 33. STEP 4: RIGHT STORY 1. Condense your story to one sentence. 2. How will you tell the story? Knowing your audience you can now choose: – Voices – who is included? who is excluded? – Style – MTV vs. News vs. ? – Structure – beginning -> middle -> end -> ACTION – A/V Elements – what sound and visuals are in it? – Length – driven by your primary audience(!) – Language – driven by your primary audience(!) – SPACE FOR ACTION – and clear request for it WITNESS.org
- 34. STEP 5: STRATEGIC DISTRO • Who are your distribution allies? • Timing: Is there a key premiere date? • Sequencing: What are your distribution opps? • Choosing the right “messenger” WITNESS.org
- 35. NOT SO FAST… WITNESS.org
- 36. WHO’S AT RISK HERE? WITNESS.org
- 38. IRAN WITNESS.org
- 39. WITNESS.org
- 40. Gerdab website, Iran WITNESS.org
- 41. WITNESS.org
- 42. WITNESS.org
- 43. Single Pixelate Adjust Option Menu All Blur WITNESS.org
- 44. Similar to "still" mode, but works across timeline of video using scrub or slider tool WITNESS.org
- 45. WITNESS.org
- 46. WITNESS.org
Notes de l'éditeur
- In short: Using video to change practices, policies & laws. (Rose
- What Video Advocacy is NOT…An effective tool on its own. Must be part of broader advocacy strategy and other hr methodologies. Video simply as a communications, fundraising or PR tool. Rather an advocacy tool to promote changes in human rights policy or practice.Just for professionals. You can use their help, but the understanding and intent should come from hr activists for use in advocacy as you are rooted in this. Also possibilities of access and long-term understanding of activists.Not just about strong graphic imagery. Most WITNESS partners’ work is testimony-based.Not for every human rights issues. Like all approaches, has strengths and weaknesses.
- Brainstorm the strengths and shortcomings of video. What kind of stories is it good at telling? What kind of images is it best for capturing? What aspects of the process of creating a video for advocacy are strengths? What are potential or actual shortcomings or limitations?ADVANTAGESPersonal testimony (eye contact)“Put a face on it”: Voices of those directly affected can be brought to locations that our otherwise inaccessible (eg. refugees, marginalized people); truth-telling senseDirect evidence of a violation (seeing is believing; ‘indisputable’)‘Presencing’ direct neglect or inaction of authorities (recording inaction of police/local officials, and holding accountable to higher authorities)Emotional/visceral impact encouraging to action - flip side is mis-use in propaganda; depends on integrity of filmmaker/activistAudience is less literate in editing; tends to place trust in television and be less questioning of how put together; opportunity to abuse trust depends on integrity of makerPowerful at illustrating contrasts (between places/and over time – eg IDP settlements in Burma?)Depends on compression (linked to contrast)Make links of individual stories and systemic issues; emblematic cases of wider problems.Storytelling potential – including power of positive envisioning, particularly relevant in ESC/other rights where fulfillment can seem distantCan create space for actionGood for case-study approach and for violations-based cases where documenting individual stories; not good for quantitative analysis. Accessible to most – does not require literacy, and potential to share information, and engage viewers in debates (cf. Lessons from participatory development communication). Particularly relevant if we are talking about empowering groups themselves in a struggle. Not all audiences are external.Process and product can be representative of marginalized groupsThrough good visual and verbal storytelling can emphasize indivisibility of rights – someone can talk about how they were denied justice at police station; shots of them at home in poverty can dramatically and in an unspoken manner highlight a whyCan simplify and clarify issuesPROCESSCan be strongly participatory – visual medium, easy-to-use technology, easy to share material and discussEmpowering to users (easy to learn how to do)Can film where difficult to get access (undercover RAWA, trafficking)Requires planningPotential deterrent to abuses occurring as recording eventsLIMITATIONSNot good for abstract conceptsCan reduce complex structural issues to personal stories and lose the bigger pictureAudience can be too trusting. Potential risk to people involved in filming and distributionEditing process can be non-participatoryCan intrude into privacy; need to take extra care with consent and securityCan be a shield or a targetPROCESS: Hand out Powerpoint slides
- These are some key elements to our approach which are also key concerns that are relevant to any hr worker using video:We empower local human rights activists and concerned citizens within affected communities; not just video professionals. Video originates in the advocacy and is embedded in it throughoutVideo is a tool alongside other campaign elements. Since you’re using video as part of a campaign its not necessarily about reaching the most people, its about reaching the right people – seven members of a review body, 15 members of a government committee, key shareholders in a business, 100 youth organizers, 2000 online solidarity supporters of your cause. And its about reaching them at the right time. The video advocacy starts with the objective and audience, not the issue or story.We know that with there is growing saturation of images and stories of despair – so we need to also include concrete solutions, and a clear space for action by the audience. And we need to convey the direct ‘asks’ of the beneficiaries of the advocacy in a way that visual media makes possible. Storytelling is key and its not just about visual imagery of horror.Finally, safety, security and ethics are critical I’m going to mention a couple of examples of real impact using video to mobilize and to target key audiences – one that draw more on targeted advocacy screenings to highlight a human rights situation, bring voices from the ground to policymakers and push for specific action
- http://globalvoicesonline.org/2011/02/03/egypt-clashes-on-video/