Campaigns to End Violence against Women and Girls - Virtual ...

video material that is easily disseminated to a virtually unlimited audience of internet
users. But it is still necessary to plan, direct and edit digital video as professionally as
possible so as to promote the campaign message in a compelling manner.
Practical Instructions
The human rights organization WITNESS provides a set of four short tutorial films that
convey the basic rules of using video in advocacy.
The following instructions are adapted from these WITNESS tutorials.
1. Preparation – questions to be asked
- What are the risks related to producing the video?
- What is your goal? How will the video fit into the broader campaign? It should be
combined with other means of communication such as community action, lobbying,
report writing or on-line dialogue.
- Who is your target audience?
- Message: what do you want the audience to do? How can your video motivate them
to do it? What is the best way to convey the message on video? E.g. story-telling,
compelling images and interviews with appropriate spokespersons. What is the
story? How do you want to tell it? Where? When? Who are you filming?
- What are the ethical principles that must be respected (see , e.g.
informed consent and confidentiality)
- What equipment do you need? A digital camera and access to a computer can be
sufficient.
2. Key issues about filming
- TELL A STORY: Where you are, what is happening, who is involved, why. Get the
images you need – if possible, plan beforehand what images are needed to best
convey your message, and monitor your plan while you’re filming. Build a meaningful
sequence, keeping the purpose of the video in mind.
- GET DETAILS: Move closer to capture the action – if it’s safe. Adjust the appropriate
distance to the subject: wide shots convey context, medium-wide shots show what is
happening, close-ups offer powerful detail. Get "telling" details - e.g. the shocked or
aggrieved expression on someone’s face.
- PRODUCE QUALITY IMAGES AND SOUND: Film stable 10-second shots (i.e.
keep the camera on one item for a full 10 seconds). A well-chosen succession of still
shots conveys the message strongly. Make purposeful camera movements, ensuring
you are in a stable position (e.g. by keeping the elbows close to your body and knees
bent for stability). Do not "hosepipe", i.e. wave the camera or cellphone around to
capture “everything”. Get good sound, possibly by using an external microphone and
limiting background noise. Be aware of lighting issues. The best light for filming is a
cloudy day. When filming with a mobile phone, avoid any unnecessary movement, as
images may become very unstable. Be aware of background noise and get
particularly close for interviews.
- SPECIAL SITUATIONS: In emergencies, e.g. when you chance upon an incident,
protect your safety. After filming an incident, film witnesses who explain what
happens. Filming secretly can be illegal and risky. Assess the risks carefully; if you
decide to take them, practice secret filming until you feel competent.
3. Filming people
- People who tell stories are powerful vehicles to convey a message. Use eyewitness
testimony.
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Campaigns December 2011