Hello.  This toolkit was created in the fall of 2009 to support STAND, the student-led division of Genocide Intervention Network, and its partners to create unique, personalized advocacy videos for each U.S. Senator in support of Genocide Prevention.  See the “About” section to learn more about this online video advocacy guide and how you can use it to integrate video into your advocacy work.

[WATCH ME] November 9th: Make “Never Again” a Reality – Pledge2Protect Lobby Day Video

Welcome to the Pledge2Protect Video Training Guide!

Hi.  If you’re here because you are member of STAND and are excited about how your chapter can start creating and using video, photos and multimedia to support and amplify the campaign to pass comprehensive legislation that will prevent genocide this fall, then you’re in the right place!

[WATCH ME] An introduction to Pledge2Protect – and how you can get involved!

This online video advocacy guide was created for you by WITNESS and STAND to support you and your chapter to create unique, powerful advocacy videos for each of your Senators.  This is an innovative campaign that was designed to harness STAND’s strategic advocacy work and creative use of new tools and tactics to stop genocide and mass atrocities.  It is a campaign that not only enables everyone to get involved and participate – it requires it!

3 Things You Can Do NOW!

Video is the medium of our time – of our generation.

Together, we are going to feature the power of video as an advocacy tool that enables people to share their message and calls for action directly to their Senators.  To illuminate the breadth and depth of support for Congress to pass comprehensive legislation to prevent genocide, we need everyone – you too! – to join us for these three steps:

  1. Film Your Own Message to Your Senators
    • GOAL: 1,000 STAND activists share their own message
  2. Film Others’ Message to their Senators
    • GOAL:  STAND activists film 1,000 messages
  3. Photograph Messages to Your Senators and Create a Slideshow
    • GOAL:  500 photo messages

We know you can make this happen – and we’re counting on you!

STAND activists from coast to coast will join the effort together, and start capturing and sharing their own messages and messages of students, professors, community leaders and anyone that wants to add their voice – and who cannot add their voice to prevent genocide?

[WATCH ME] This video outlines the Pledge On Camera campaign – and specifically how STAND chapters will film, edit and remix video to make unique videos for each U.S. Senator…

What Makes Video Advocacy Unique?

So what are the similarities and differences between regular film-making and ‘video advocacy”?  Both regular filmmaking and advocacy-filmmaking draw on power of clear and engaging stories that intrigue and interest their audience.   The differences come down to why you make the film, how you intend to use it – and how purposefully and deliberately you do that.

When we say ‘advocacy’ we are talking about a process to bring about change in policies, law or people’s behavior.  So, video advocacy is about using visual media as a targeted tool that will engage people to create change.  Video advocacy is optimally used together with other advocacy activities, such as press conferences, newsletters, brochures, lobbying (a focused effort to have government authorities or elected officials take some action that you want them to take), etc.

5 Pillars of Video Advocacy

  1. Video for a specific purpose, not about something – have a clear, SMART goal for your video
  2. Know your audience – whose eyes, not how many eyes, is what matters
  3. Know the action you want your audience to take
  4. Choose the best message and messengers to move your audience to action
  5. Choose the right time and the right place to ensure your audience sees your video(!!)

How to Navigate this Guide

This online video advocacy guide is rooted in these five pillars of video advocacy, and works to implement them throughout the following sections of our guide:

  1. Plan: Design an optimal strategy for your advocacy video
  2. Equip: Choose the best equipment to meet your video needs
  3. Film: Before you start filming, review key tips and techniques to ensure you get best the footage you need
  4. Edit: Review the range of free and online editing platforms, and see their user-friendly guides to start editing
  5. Share: Now that you’ve created a fantastic advocacy video, review these tips to help ensure your target audience sees it!

What’s First? Creating a Great Plan!

If you’re looking a particular post or the overview of this online guide, check-out the Site Map.