This document discusses how to create effective video stories that further your cause. It emphasizes the importance of defining your audience and having a clear call to action. It also stresses focusing on an individual protagonist's journey and overcoming a conflict. Additionally, it provides tips on crafting stories that inspire sharing through identity, emotion, or education. Finally, it outlines key aspects to consider like narrative structure, audience appeal, and creative execution to tell compelling stories that fuel movements.
3. “If
you
hire
people
just
because
they
can
do
a
job,
they’ll
work
for
your
money.
But
if
you
hire
people
who
believe
what
you
believe,
they’ll
work
for
you
with
blood
and
sweat
and
tears.”
-‐Simon
Sinek
4. Marine Mammal
Center
What we do Why we do it
We rescue and rehabilitate seals We believe we can prevent
and sea lions, do research and cancer, save lives and better
educate the public. understand ocean life to make
the world a healthier and more
sustainable place for us all to live.
5. What action
do I want my
audience
to take?
What
realization
The Art do they
of need to have
Inciting in order to take that
Action
action?
6. Understand & Cater To Your Audience
Define your
primary
audience
Engineer for
earned media
Design for
influencers
Yoga
Moms
or
Steam
Punks
8. Choosing • Define, then develop your Protagonist
• Take us on a Journey
Your Story • Determine Conflict, create Tension,
resolve a Challenge
9. Make It Personal
Don’t fall for the program trap. Focus on an individual. Who is
your protagonist and what is the journey she/he will take us on?
10. “If
you
start
with
the
dream
of
what’s
possible
—
and
invite
people
along
on
the
journey,
suddenly
your
story
comes
alive
with
potenFal
and
excitement.
And
you’ve
started
a
collaboraFve
movement
towards
the
soluFon.”
-‐
Michael
Margolis
(Get
Storied)
Dreaming, Not Dwelling:
The Power of Paradox
11. 3 Three Minute Plots to
Inspire Your Audience
Connection Plot- Two people come
together across a divide and teach
each other something.
Challenge Plot- Someone faces a
challenge and over comes it.
Creativity Plot- Someone comes up
with a new solution to a long
standing problem.
Ultimate Goal of a Story: Present a change in a character, a journey
where they learn something about the world.
12. Creating An
Impact Film
An impact film focuses
on the way you are
changing the world.
You’re not talking about
your programs, who you
are or what you do;
Instead you’re letting the
people who you’ve
impacted tell your story
for you.
13. Creating A
Lesson Film
What have you learned
along the way that will
inspire others based on
an insight you’ve made
or experience you’ve
had?
14. Expressing
Your Belief
The story of how you
came to realize that
you have to dedicate
your life to this work. It
enlightens, it inspires, it
is an opportunity to
give your audience
Goosebumps.
“It all started with a birthday party. My 31st
birthday in NY funded six wells and changed lives
in Uganda.”
-Scott Harrison (founder of Charity:Water)
15. Engineer For Sharing
Sharing is an expression of self
Create content that speaks not only to
who your audience is, but also to who
they aspire to be.
16. The Reasons People Share
1. Identity & Self-expression
when a user shares your video,
what are they saying about
themselves?
2. Emotion : Does the video
evoke a feeling that people
need to share?
3. Education : Is the video
teaching something new and
noteworthy that provides
understanding?
17. There is Tremendous Power In A Good Idea
(but quality in film goes a long way too)
18. Expect Quality to Cost at Least $3k
2
days
of
work
3
minutes
long
2
man
crew
-‐ Director
/
Cinematographer
-‐ Editor
/
Audio
Produc'on
Budget
Post
–
Produc'on
Budget
Strategy
/
Guides
/Pre-‐Pro
Edi<ng
Interviewing
Mix
Shoo<ng
video
Color
Recording
sound
Music
$1500
$1500
19. Communications Goal
- What action do you want your audience to
take?
- What realization must they have to have in
order to take that action?
- Are you leading with “Why?” to express what
you believe?
The Narrative
- Who is the protagonist?
- What is the journey he/she will take?
- What is the conflict, tension or struggle?
Audience
- Who is your primary audience and how will
this film appeal to them?
- Who are your influencers?
Engineer for Sharing (focus on one)
- What is the video saying about the people who
share when they share it?
- What feeling does the video evoke?
- What is the video teaching ?
Movement
- How are you making a bold statement?
- Are you expressing your vision?
Story Structure
- Story Plots: Connection, Challenge, Creativity
- Story Themes: Impact, Lesson, Belief
Creative Execution
- Is your idea breaking any boundaries?
- Have you compromised quality
- Will they have Goosebumps?
20. Telling your story
effectively turns
your organization
into a
Movement
Make a bold statement about your vision for
the world. Inspire transformation!
21. “No matter what
you do in your
life, what you
create, what
career you have,
whether you
have a family or
kids, or make a
lot of money…
your greatest
creation is
always going to
be your life’s
story.”!
- Jonathan Harris
22. Films that make the world a better place
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