DigiActive.org

Tactic: video for Island Dogs in Puerto Rico

Description: Yesterday my friend Katrina sent me this video made by teen digital activism organization Do Something (www.dosomething.org) for Island Dog (www.islanddog.org), an animal welfare group which promotes “animal friendly communities” in Puerto Rico and the US Virgin Islands. It’s a strong example of advocacy video so I thought I’d share it and a bit of analysis.

Tools: video camera, editing software, YouTube.

Lessons from this Case: This video works for several reasons, which are described below. If you would like a more comprehensive post on activist video strategy, with multiple examples, check out the post Guide: Designing an Advocacy Video.

1. Make your cause personal: All too often, advocacy campaigns are about issues and ideals – human rights, environmental sustainability, peace, social justice. While these ideals are compelling, they are also distant and intangible. An effective campaign will make their cause person, both in terms of who is effected as well as the activists who are working for change. This video lets the founders of the organization tell their own stores of why they started Island Dog (timecode: 0:06 – 0:40). Because these are passionate activists, they make their cause compelling.
2. Present policy issues through stories: This video also uses interview as a way of getting at policy issues. One problem mentioned in the video (timecode: 0:42) is that stray dogs in Puerto Rico are killed using rat poison, a slow and painful death. Rather than presenting this issue through slides, an activist from the organization talks to a visitor on camera about the issue. The emotion response of the activist, as well as the visitor, pull the viewer in.
3. Show the problem and the solution: The video starts on a very sad note with anecdotes about dog abuse and neglect in Puerto Rico. However, at 1:05, the music changes and the video is about the solution to the problem, what the campaign has already done, and what viewer can do to get involved. The stories in the beginning inspire sympathy in the viewer and the second part of the video inspires a sense of hope that it is possible to change the situation. Hope for change is crucial. Supporters will only get involved if they feel that your campaign will succeed. Read more »