Tanya McGinnity

Many thanks to the fine folks at Studio XX and the National Film Board for collaborating to deliver a top-notch series of speakers as part of their First Person Digital program. I was fortunate to have captured two of the sessions and felt compelled to post about the last one in the series which featured a virtual presentation by Free Range Studio’s Executive Producer Erica Priggen on the topic of “Creating Content For Change”.

Free Range Studios, are an award-winning creative agency that builds campaigns for social change, many which I’m sure you’re quite familar with such as The Meatrix series and The Story of Stuff. I can’t emphasize enough how they are living my dream of encouraging social change and action via creative efforts. Do check out the “Resources” section on their website for valuable information related to online promotion for social change.

I get chills. Chills from excitement. Excitement at seeing a group be able to elicit positive actions in society.

Erica gave a spirited presentation which hinged on the power of storytelling to encourage social change. She recounted that “We don’t see the world, we see stories. This is our filter.”

I think my main takeaway from the session was that rather than use the traditional fear-based method of screaming “The Sky is Falling and we’re all $%$%-ed” so take action on issue XYZ, she suggested taking a more humorous approach featuring archetypes such as the hero, villain, nemesis and so on. Erica recommended that it’s worth “showing the world you want to see.” It’s much easier to identify with what is presented to us than statistics and hornblowing. She made the point that “it’s hard to motivate people to take action on what they can’t directly perceive.”

Erica noted that it’s important to evaluate the moving issues and values to get people excited about and examine what meaningful action you are seeking to encourage. At the end of each story, consider what the catalyst for action is. This is the core of edutainment and the narrowcast model that the internet presents us with in that we are all co-creators.

Mention was made to how to make stories viral and Erica took the group through the DIY process around storytelling and the manner in which they spread the word about the successful “The Story of Stuff” campaign. I’d say it’s successful in that it’s become a movement for change, rather than just another viral campaign that slipped into obscurity.

It’s heartening to be able to hear the stories of those who are leading the charge and as Free Range Studio’s tagline asserts “Creativity with a Conscience.” These are the stories often overlooked in our society but they are essential to our very survival.

Whoa. I got a bit heavy on you there. Here’s some levity, with a message.

Back in October 2009, Studio XX and The National Film Board of Canada, Quebec Center launched a project titled “First Person Digital” (FPD) which is a training and production program for women looking to explore new methods of engaging in digital storytelling.

This program has the goal of bringing together teams of women to collaborate on original projects realized through teamwork and mentoring. I can’t begin to share with you how jazzed I am about this and am working to put together a pitch for an idea that I have rolling around in my head.

If you’re interested in more information on this production program, do check out the FPD website. Keep in mind that the call for proposals is on now and the deadline is March 1, 2010. Six teams will be selected to create an interactive work that will be shown live at the HTMlles Festival and distributed by the NFB.

I was able to meet several of the organizers of this program and their enthusiasm in being able to deliver this opportunity was a thrill to experience. Connecting with a passionate and dedicated group of people is something that nourishes this creative’s soul, but add digital / tech to the mix and I can’t begin to describe the feeling of community that ignites from this.