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Video Storytelling that Fuels Your Cause  @_TruthBeTold                  8/24/2012
WHAT DO YOUBELIEVE?
“If	  you	  hire	  people	  just	  because	  they	  can	  do	  a	  job,	  they’ll	  work	  for	  your	  money.	  But	  if	...
Marine Mammal                                       Center     What we do                        Why we do itWe rescue and...
What   actiondo I want   myaudienceto take?                                 What                       realization        ...
Understand & Cater To Your AudienceDefine yourprimaryaudienceEngineer forearned mediaDesign forinfluencers               Y...
The Art ofEthnographyResearch. Interview. Discover
Choosing     •  Define, then develop your Protagonist             •  Take us on a JourneyYour Story   •  Determine Conflic...
Make It PersonalDon’t fall for the program trap. Focus on an individual. Who isyour protagonist and what is the journey sh...
“If	  you	  start	  with	  the	                dream	  of	  what’s	  possible	                —	  and	  invite	  people	  ...
3 Three Minute Plots toInspire Your Audience  Connection Plot- Two people come  together across a divide and teach  each o...
Creating An   Impact FilmAn impact film focuseson the way you arechanging the world.You’re not talking aboutyour programs,...
Creating A Lesson FilmWhat have you learnedalong the way that willinspire others based onan insight you’ve madeor experien...
Expressing  Your BeliefThe story of how youcame to realize thatyou have to dedicateyour life to this work. Itenlightens, i...
Engineer For SharingSharing is an expression of self                            	                                   	     ...
The Reasons People Share           1. Identity & Self-expression           when a user shares your video,           what a...
There is Tremendous Power In A Good Idea        (but quality in film goes a long way too)
Expect Quality to Cost at Least $3k2	  days	  of	  work	  3	  minutes	  long	  2	  man	  crew	  	         -­‐  Director	  ...
Communications Goal-  What action do you want your audience to    take?-  What realization must they have to have in    or...
Telling your storyeffectively turnsyour organizationinto a 	  Movement	        Make a bold statement about your vision for...
“No matter whatyou do in yourlife, what youcreate, whatcareer you have,whether youhave a family orkids, or make alot of mo...
Films that make the world a better place     ken@truthbetoldcreative.com     TruthBeToldCreative.com     Facebook.com/Trut...
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strategically communicate the vision of your organization by crafting video that will get your messaged shared

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Video story telling to fuel your cause

  1. 1. Video Storytelling that Fuels Your Cause @_TruthBeTold 8/24/2012
  2. 2. WHAT DO YOUBELIEVE?
  3. 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. 4. Marine Mammal Center What we do Why we do itWe rescue and rehabilitate seals We believe we can preventand sea lions, do research and cancer, save lives and bettereducate the public. understand ocean life to make the world a healthier and more sustainable place for us all to live.
  5. 5. What actiondo I want myaudienceto take? What realization The Art do they of need to have Inciting in order to take that Action action?
  6. 6. Understand & Cater To Your AudienceDefine yourprimaryaudienceEngineer forearned mediaDesign forinfluencers Yoga  Moms                  or                          Steam  Punks  
  7. 7. The Art ofEthnographyResearch. Interview. Discover
  8. 8. Choosing •  Define, then develop your Protagonist •  Take us on a JourneyYour Story •  Determine Conflict, create Tension, resolve a Challenge
  9. 9. Make It PersonalDon’t fall for the program trap. Focus on an individual. Who isyour protagonist and what is the journey she/he will take us on?
  10. 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. 11. 3 Three Minute Plots toInspire 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 journeywhere they learn something about the world.
  12. 12. Creating An Impact FilmAn impact film focuseson the way you arechanging the world.You’re not talking aboutyour programs, who youare or what you do;Instead you’re letting thepeople who you’veimpacted tell your storyfor you.
  13. 13. Creating A Lesson FilmWhat have you learnedalong the way that willinspire others based onan insight you’ve madeor experience you’vehad?
  14. 14. Expressing Your BeliefThe story of how youcame to realize thatyou have to dedicateyour life to this work. Itenlightens, it inspires, itis an opportunity togive your audienceGoosebumps. “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. 15. Engineer For SharingSharing 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. 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. 17. There is Tremendous Power In A Good Idea (but quality in film goes a long way too)
  18. 18. Expect Quality to Cost at Least $3k2  days  of  work  3  minutes  long  2  man  crew     -­‐  Director  /  Cinematographer   -­‐  Editor  /  Audio  Producon  Budget   Post  –  Producon  Budget    Strategy  /  Guides  /Pre-­‐Pro    Edi<ng    Interviewing    Mix    Shoo<ng  video    Color    Recording  sound    Music                $1500              $1500  
  19. 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, BeliefCreative Execution-  Is your idea breaking any boundaries?-  Have you compromised quality-  Will they have Goosebumps?
  20. 20. Telling your storyeffectively turnsyour organizationinto a  Movement   Make a bold statement about your vision for the world. Inspire transformation!
  21. 21. “No matter whatyou do in yourlife, what youcreate, whatcareer you have,whether youhave a family orkids, or make alot of money…your greatestcreation isalways going tobe your life’sstory.”!- Jonathan Harris
  22. 22. Films that make the world a better place ken@truthbetoldcreative.com TruthBeToldCreative.com Facebook.com/TruthBeToldcreative.com Twitter.com/_TruthBeTold
  • MohammadAbuMusa

    Mar. 22, 2015
  • kenhfisher

    Aug. 23, 2012

strategically communicate the vision of your organization by crafting video that will get your messaged shared

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