Here in Washington, DC, we have a lot of smart people working to make a difference in international development, and a cluster of global nonprofits, USAID subcontractors, and multilaterals.
With all this competition, it can be tough for you—a communications professional—to get the word out about your organization’s results.
As the founding producer of Dorst MediaWorks, I’ve specialized in video production for international development organizations since 2003. My primary counterparts are Directors of Communications, and we spend a lot of time brainstorming how to tell great stories.
Here are six international development videos that have animated our conversations and inspired us. Use the comments below to critique these choices, or add your own favorites!
“Still the Most Shocking Second a Day,” by Save the Children
Hands down the best video about the Syrian refugee crisis you’ll ever watch. It’s even better than its predecessor, “Most Shocking Second a Day,” whose message clearly struck a chord: “Just because it isn’t happening here, doesn’t mean it isn’t happening” (and surpassed 55 million views!). Maybe it gets to me because I’m a parent, with a daughter. But that’s the point: it brings the crisis home. The protagonist is our daughter, our neighbor. Emotionally, you can’t dismiss her, particularly given how it’s filmed, with her experience so front-center. Knowing that, Save the Children emphasizes via the YouTube description: “The refugee crisis isn’t just a story on the news – it’s happening here and it’s happening now. Please watch and share.” Moreover, at the 01:30 mark, an annotation reminds us to donate via text. Spectacular strategy, well-executed video, with a wraparound fundraising campaign. This is as good as it gets.
“Price tag lipdub by 500 women in Uganda,” by SYPO
The most entertaining microfinance video you’ll ever dance in your chair to! My face hurts from smiling ear-to-ear! Well-produced, the video has fun music, choreography, and mobile camerawork that takes us to meet hundreds of women beneficiaries of a microfinance project. The message, “We want the same things that you want,” really hits home, making a connection. And their lip-syncing refrain of “It’s not about the money, we just wanna make the world dance,” is a brilliant (and ironic) send-up by the Dutch NGO SYPO. The YouTube description reads, “Every single one of these strong and resourceful women has started a business of her own.” I’m a believer: happy, agents of change, dancing their way into our hearts. That’s results!
“The Source,” by Charity: Water
Immersive storytelling at its finest! Charity: Water is known for its successful outreach, so it’s no surprise they give us this. “The Source” is a Virtual Reality (VR) video, so get out your Google Cardboard, or at least watch it in the Chrome browser for the full 360 experience. At one level, this is traditional documentary storytelling: six days in the life of an Ethiopian girl Selam as a water well is constructed in her village. What distinguishes this video is the VR novelty that puts you in the driver’s seat. Scroll around and be part of Selam’s world! You decide what to look at. When these VR videos are done well, I find myself watching them several times, like this one. “The Source” is part of a first wave of immersive VR videos that will only get better as the technology continues to become more accessible and we filmmakers learn how to work in this new medium.
“Project Daniel,” by Not Impossible Labs
The best storytelling around innovation ever! I had the opportunity to shadow Mick Ebeling in New York City for a few days last month for an upcoming DirecTV documentary. He’s a charismatic guy whose Not Impossible Labs has, quite incredibly, won two consecutive SXSW innovation awards … Several years ago, I saw this video and loved it. And I’ve been taking it to my clients ever since. I like to watch it together because international development organizations love to talk about being innovative, but rarely manage to show it well, like “Project Daniel.”
I love a lot of things about this video, but here are three things in particular. First, the opening sequence tells the entire story visually in 10 seconds: A boy without an arm throws an object and smiles. Tremendous! No words required. I will never forget that scene. Second, the story structure plays with time to great effect: we start at the pinprick of transformation (Daniel throwing the object), then back to Daniel’s injury, then to Mick’s inspiration, then fast-forward to Mick “putting the plan in action” and finally, the breakthrough … where we started. It’s fun, unpredictable, and serves the story well. Third, Mick’s passion and perspective: Without Daniel, there is no transformation and no story. But without Mick, there is no connection. We are Mick. We get inside his head, and can’t help but be in awe of his determination. Unforgettable. That’s true innovation!
“Kony 2012,” by Invisible Children
The video that provoked a Thermidorian reaction! It’s hard to understate the widespread influence this video had, the allegiance it inspired—and when the pendulum swung back—the hate. Love it or hate it, Invisible Children brought Joseph Kony to the national consciousness; it helped shape policy; and it inspired a cohort of college students to think about conflict-affected people in Africa. Not too shabby! This should be on every list for the next generation. It was that influential.
“One Future, #ZeroHunger,” by World Food Programme
OK, so maybe this one isn’t “epic.” It’s nowhere near as inspiring as “Project Daniel,” tear-jerking as “Shocking,” or entertaining as “Lipdub,” but this video is effective nonetheless. Why? It has one idea and delivers. Visually, it’s strong and memorable. The script is concise, and refreshingly devoid of any wonky insider lingo. Watch it again: it’s all stock footage. It reminds us all that strategy always trumps budget, which is great news for comms departments with shrinking resources. Now that’s epic indeed!
So, what do you think? What do you think of these choices? What are your favorites? What’s inspired you?