WITNESS invites you to use, remix and share this curriculum. Audience Assessment WITNESS invites you to use, remix and share this curriculum.  All materials are under Creative Commons Attribution-Non-Commercial ShareAlike 3.0 License.  You can also find more video advocacy training materials at www.witness.org. 

why a defined audience is important different types of audiences Session Objective Introduce: why a defined audience is important different types of audiences how to best assess an audience for your video. 8/27/2018 WITNESS.org 2

Video Advocacy is… Audience-driven. Your video should be created and tailored for an intended, accessible audience. 8/27/2018 WITNESS.org 3

An Audience Is… An individual, group, or institution targeted to take action to create the change you are seeking. Audiences can be divided into: Primary - direct ability to create change Secondary - can exert pressure on the primary audience 8/27/2018 WITNESS.org 4 4

Defining Audience It’s not how many people, but who - and what they can do for your issue Who needs to hear your message? Who has the power/authority to make or block change? Who has influence over these people? How does your focus become part of their agenda? How would an audience implement a proposed solution? (legislation, lawsuit, community behavior shift) 8/27/2018 WITNESS.org 5 5

Sample audience types Courts, tribunals, judicial and parajudicial bodies, including cultural/community bodies Legislative and executive bodies Human rights bodies, Commissions, Special Rapporteurs, Working Groups, etc. Key decision makers with influence on human rights issues (International Financial Institutions, corporations, aid agencies, etc) Law enforcement Your community, and solidarity groups Broader public 8/27/2018 WITNESS.org 6 6

Influence on Your Issue 8/27/2018 WITNESS.org 7

What is Your Audience’s: Decision-making capacity & authority? Attitude: are they supporters, fence- sitters and opponents? Level of awareness? Level of commitment? Remember: Evaluate your access to the audience. 8/27/2018 WITNESS.org 8

Analyzing by Decision-Making Capacity Decision makers (Primary audiences): They have the power of authority to block or make change. Pressure makers (Secondary audiences): They have the power to influence or pressure decision- makers and raise public opinion on an issue. 8/27/2018 WITNESS.org 9

Tips for Analyzing Decision-Making Capacity Who holds a stake or interest in the issue, and whether or how is it resolved? Who are the constituents of your decision-makers? Who do your decision-makers listen to and take advice from (Insiders / allies)? 8/27/2018 WITNESS.org 10

Assessing Attitudes Supporters: Audiences that identify with your cause Neutral or undecided: A person, group or organization that is not on either side or hasn’t yet taken a position Opponents: Audiences mildly or strongly against your cause 8/27/2018 WITNESS.org 11

Assessing Level of Awareness 8/27/2018 WITNESS.org 12

Level of Commitment How much support can your audience provide you? How far are your supporters willing to go? How far will your opponents go to oppose you? 8/27/2018 WITNESS.org 13

Audience Categories Type of Audience Local National Regional Int’l Judicial bodies: Courts, tribunals, parajudicial bodies Legislative bodies: law and policy-makers Human rights bodies: Commissions, Special Rapporteurs, Working Groups Other key decision-makers: Others with influence on human rights issues (financial institutions, corporations, aid agencies) NGOs, diaspora and solidarity groups: peers, allies, collaborators Affected Communities: populations affected by the issue General public: Caution with this category-can you get more specific? Press and media: including TV, radio, internet-based.

WITNESS: Strategies for using video as a tool in human rights advocacy Summary Audience is a person, group or institution that can create change on the issue Think of audience not in terms of how many people see your video, but which people. Assess your audience by decision-making capacity, attitude, awareness & commitment 15

WITNESS invites you to use, remix and share this curriculum. Audience Assessment WITNESS invites you to use, remix and share this curriculum.  All materials are under Creative Commons Attribution-Non-Commercial ShareAlike 3.0 License.  You can also find more video advocacy training materials at www.witness.org.