Project Models: Narrative Design for Social Change

Project Models

Narrative Design for
Social Change
Transmedia Activism

September 2012

Transmedia Activism
Framework for strategy to
- Create social impact
- Inﬂuence perception
- Build community

through fragmented storytelling by
authors, stakeholders, and
communities who
share assets + create entry points
into issues and solutions
across multiple forms of media

linasrivastava.com | transmedia activism | project models

Roots of the Framework
Design Storytelling Social Innovation

Community- Social Change Novel solution to a
Centeredness Leadership social problem that is
User-Centered Design Local Voice more effective, efﬁcient,
Design Thinking Humanizing Social sustainable, or just than
User Experience Issues existing solutions
Systemic/Systems Interactivity
Change Social Movements
Activist Media


Using Transmedia to
Create Social Impact

Audiences
Communities

Issue Awareness  Engagement  Action  Change

Actionable Content
Story Universe


Using Transmedia to
Create Social Impact

Story World <--> Ecosystem

+ How to Tell a Story Together
+ How to Tell a Story of Complexity

Social Action: Essential Story Element


Building Communities


Every movement + community needs
+ cohesive narrative
+ shared goals
+ common identity
+ stewardship


Essential Elements for Sustaining Communities

Story
Collaborative Action
Voice
Leadership


Business Models


What Is a Business Model?

“A business model is the story
of how value is created,
delivered, and captured.”

-- Saul Kaplan,
The Business Model Innovation Factory


Narrative Platforms:
Types of Business Models

+ For-proﬁt Companies
+ Nonproﬁt Organizations
+ Storyworlds
+ Campaigns
+ Media Projects


Narrative Platforms:
Financing Models
+ Corporate Sponsorship
+ Audience Funding | Crowdsourced Funding
+ Crowdsourced Production
+ Philanthropic Funding
++ Film Philanthropies
++ Foundations Supporting Underlying Issues
++ Impact investment funds
+ Income Revenue models
+ Venture Capital | Private Equity


Project Models


MSF | Starved for Attention


Case Studies


Lakou Mizik

Content
Production
Distribution
Remix


Lakou Mizik

Social Action
+ Culture Regeneration
+ Economic Development
+ Community Vibrancy

+ Positive awareness + empathy
+ Picture of systemic change
+ Highlight Haitian organizations


Lakou Mizik

Audiences | Fans
+ Haitians in-country
+ Haitian Diaspora
+ Fans of World music
+ Fans of Caribbean music
+ Arts/activism
+ Post-earthquake donors


Lakou Mizik


Lakou Mizik

Financing:

+ Corporate Sponsorship
+ Audience Funding / Crowdsourced Funding
+ Philanthropic Funding
+ Income Revenue model


Successes:

+ Content:
++ The platform is up, active, alive
++ People know about it: It’s fulﬁlling a need
++ Filled with 1000 stories
++ Starting to get interest from established partners

+ Technology:
++ Forward movement is to become a service provider on group
storytelling

+ Lesson Learned:
++ Can become commercially viable off the back end


Challenges:

+ Content:
++ Funding: $120,000 ($100K from TFI, 20K from Kickstarter)

+ Technology:
++ Even harder raising funds from VCs if you’re “successful” on
other sources-- they want to be the ﬁrst ones in

+ Lesson learned:
++ “Who are you?”
+++ Combined a technology company/documentary company,
but didn’t distinguish the two enough
+++ Combined management
+++ Combined philanthropic funding with VC asks


“Kickstarter is not for everyone.” -- Sara Nodjoumi.


The Iran Job

Successes:
+ Funding: Doubled their Kickstarter ask 4 days before the deadline
+ Audience: Had a built-in, existing audience


The Iran Job

Mixed blessings:
+ The ﬁlm will most likely be self-distributed
+ Have pursued traditional avenues for distribution, but it’s too slow.
+ Audiences respond well, so they’re not going to wait.
+ Need USD $100,000 to put it into 10 cities.
+ They are going back to their grantors:
++ None of the “traditional” funders
++ Personal contacts, Iranian-American orgs


The Iran Job

Challenges:
+ Management:
++ 2-3 people working full time for 3-4 weeks before launching the
Kickstarter campaign
++ Spent a lot of time on the rewards
++ Every detail was studied, but delivery deadlines were pushed back
+ Catch 22:
++ The money gets spent.
++ And people think you’ve already got the money
+ How to keep momentum after the Kickstarter campaign


The Iran Job

Lesson learned:
+ Your rewards are your donor engagement, your marketing tools (even in
pre-production).


AMERICA 2049

AMERICA 2049

Impact:

+ Over 20,000 throughout the world played through the 12 week run

+ 110,200 unique Facebook interactions. 5,200 twitter followers

+ 86% of players indicated at least some willingness to become active
on an issue they encountered in the game

+ 56% reported they had spent time reconsidering their views on the
issues raised in real life

+ Generated mainstream press coverage from 120 outlets


AMERICA 2049

Lessons Learned:

+ Balancing Engagement with Message to Increase Impact

+ Moving Players from Clicktavism to Activism

+ Transitioning from Expected to Novel Application of Platform

+ Exploring New Distribution Models & Unlikely Partnerships

+ Accounting for volunteer hours

+ ROI: Project management to Scale to Impact


Who Is Dayani Cristal?



Successes:
+ Funding: Film has strong funding and investment
+ High aesthetic quality and innovative narrative form
+ “Flipped the Model”: Strategic Planning:
++ Social action and cross-platform strategy developed
alongside ﬁlm development and production
++ Audience engagement planning developed alongside ﬁlm
development and production



Challenges:
+ Need to ﬂip the model of funding:
++ Social action, cross-platform, audience engagement need funding
earlier in the process



Lessons learned:
+ Strategic planning needs to be done earlier in the process
+ Impact planning and measurement are a specialized skill
+ Build strong, cross-sector teams


Assessment Models


Essential Elements for Transmedia Activism Models

+ Community-centered participation It has
at its core the use of local voice, in direct partnership
with the platform creators
+ Move beyond awareness It uses its platform
to connect audiences to commit to a particular
worldview, advocacy or action, by using local stories
+ Platforms that are culturally
appropriate to cross borders to foster
transformation.


Assessing Your Social Change Model

+ Respect
+ Relevance
+ Resonance

Full model available at http://www.slideshare.net/lksriv/the-3-rs-co


Assessing Your Social Change Model
Intentionality
+ Creating rigor and around and recognizing the
intentionality behind "citizen" media

+ Parsing out the ﬁne lines between story to
engagement to propaganda

+ Bridging the engagement/action gap.


Lina Srivastava

http://linasrivastava.com
info@linasrivastava.com

@lksriv

Project Models: Narrative Design for Social Change

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