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In a group of three-four persons, share an experience of video being used for human rights advocacy.

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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

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WITNESS.org 10/10/11 13

STRENGTHS

1)  Show or contextualize a violation or its aftermath

2) Put a face on human rights advocacy by telling a personal story

3) Compress, contrast and juxtapose situations

4) Use emotional power to communicate to an audience

5) Detail specific cases or incidents that are emblematic of patterns

6) Be a democratic and participatory medium

7) Serve as a shield

LIMITATIONS/SHORTCOMINGS

1) Depends on access to places and

people

2) Limitations in covering structural issues

3) Weak for deep quantitative analysis and complex procedural issues

4) Technological divide still exists and does not change/remove issues of representation, and process can be less participatory during editing

5) Can jeopardize lives

Advocacy and Propaganda?

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Focus on Audiences

Solutions and a Space for Action

Safety and Security

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Advocacy Objective Audience

Message

Contextualize in/or Create Narratives with Action Opportunities

Circulation, Distribution and Viewing Approach

Evaluate

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•  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

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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.

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•  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?

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"  Evidentiary

"  Decision-maker lobbying

"  Interventions in formal HR monitoring

"  Community organizing – offline and online

"  Solidarity organizing – online and offline

"  Mass mobilization

"  ‘Mass’ media attention

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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.

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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.

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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

Andy Goodman’s 10 Rules for Storytelling

How … can you Tell a Good Story, part 1, the philosophy

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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

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– 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

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•  Location/Partners: Kenya with CEMIRIDE and Minority Rights

Group •  Objective: Secure ruling from African Commission on Human and

Peoples’ Rights on displacement of Endorois people from their ancestral lands in Kenya

•  Audience: African Commission, to be followed up with a public engagement campaign using a different version of video

•  Message: Endorois people have suffered violations of their rights under specific articles of the African Charter

•  Story: •  Voices: •  Distribution approach: Screened at African Commission alongside

legal submission and in-person advocacy

Case Study: CEMIRIDE Evidentiary Video

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CASE STUDY: ACHPR Evidentiary Video Location/Partner: Kenya, CEMIRIDE and Minority Rights Group Human rights advocacy objective: Secure ruling from African Commission on Human /Peoples’ Rights on displacement of Endorois people from ancestral lands in Kenya Audience: African Commission, followed up with a public engagement campaign using a different version of video Message: Endorois people have suffered violations of their rights under specific articles of the African Charter Story/Voices: Focused on showing the daily life of Endorois today contrasted to specific treaty obligations of Kenya government Distribution: Screened at African Commission alongside legal submission + in-person advocacy (first use of video at Commission) Impact: Groundbreaking African Commission ruling

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Resonate & Compel

•  What are the 1-5 key facts / sentences / points that will resonate with your audience and thus must be in your documentary?

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•  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?

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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?

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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

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•  Who are your distribution allies? •  Timing: Is there a key premiere date? •  Sequencing: What are your distribution opps? •  Choosing the right “messenger”

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Photo tweeted by Richard Engel NBC on Friday Jan 28, 2011

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