Welfare 30 - Communications Workshop Day 3

1. 30th Anniversary -
Communications
storytelling for the web
Ramallah - Feb 12 - 2013
Session #3
by @rchakaki
Monday, February 25, 13

2. Campaign Messaging WA 30th CTA
• 30 years strong
• Spent the past 30 years building - we’re spending this year communicating
• We have stories of a rich culture and a people who survived and thrived against all odds
• We shoulder the responsibility to convey the depth of the Palestinian Human Experience
• We want to give a global voice to the thousands of people who’ve touched our lives
• We want to shine a spotlight on our partners in the field who do the difficult work
diligently and in silence
• We want to connect Palestinians and lovers of Palestine in Japan, Australia, Brazil and
Norway with those in our land through their beautiful tales.
• We want to engage a global audience in rebuilding Palestine through our programs
Monday, February 25, 13

3. building a storytelling platform and collaborating to
fill it with success stories.
Monday, February 25, 13

4. Session format
• interactive - dialogue
• open & transparent
• productive - notes & outcome
• provide constructive criticism
to improve the process
• Think digital
Monday, February 25, 13

5. will’s and won’t’s
• will
• focus on 30th anniversary
• introduce social media communication tools
• tweak processes to facilitate communication
• highlight areas of improvement to be adopted
longterm
• measure outcome
• will not
• build or change the WF communication strategy
• change the WF brand
• stop current workflow
Monday, February 25, 13

6. Agenda
1.The process of building
audiences
2.Storytelling for a web audience &
capturing stories - How to..
3.Photography & Videography for
the web - creating compelling
content
4.How do we shoot and capture
the Brand identity
5.Infographics - what, why and
how.. plus examples relevant to
the theme
6.Working session
Monday, February 25, 13

7. your message -
content basics
• personality!
• visual
• authenticity - in your writing
• relevance - to your audience
• consistency - in delivery
• collaborative - mentions
• simplicity - in layout
Monday, February 25, 13

8. Story Components
• Hero
• Emotional Narrative
• Words
• Photos
• Facts & Figures
• Dan Hill _ Cameo Sensor =
http://www.youtube.com/
watch?v=lSSCZye8ZHY
Monday, February 25, 13

9. 6 fundamental emotions &
(over, under) stimulation.
• Emotion meter:
• happiness (joy, satisfaction)
• surprise (amazement, curiosity)
• anger (rage, annoyance)
• disgust (loathing, boarded)
• sadness (grief, pensive)
• fear (terror, worry)
Monday, February 25, 13

10. Exercise
• use the emotion meter to measure
effectiveness of 6 campaigns.
• look at the emotion meter and try to
understand which emotions are
being used..
• and how they use it..
• which images are mobilized,
sounds, words
• how is the brand captured?
• how are facts and figures captured?
Monday, February 25, 13

11. Videos to critique
• Fiona - http://www.youtube.com/watch?v=YJkZXh9v_i4
• The Lazarus Effect - https://www.youtube.com/watch?v=W82SoRp9Au4
• Coffin makers -
• Rachel - Charity world USA - http://www.youtube.com/watch?v=nC_vXAF-pBM
• Birthdays that change the world - charity water - http://www.youtube.com/watch?
v=kcEOdrszsCE
• Mirrors - http://www.youtube.com/watch?v=2UJizKL0h8U
• Voices - RSPCA - http://www.youtube.com/watch?v=dsnOxmp7zbM
Monday, February 25, 13

12. come up with your stories
Monday, February 25, 13

13. how do I achieve my objective?
• if my objective is to flood communication channels with powerful stories
about success in palestine.. mostly ours but hopefully a much larger scope..
how do I do that?
Your input?
Monday, February 25, 13

14. ideathon
• a storytelling toolkit on the platform
• storytelling board in the office
• storytelling gatherings in lieu of meetings - selection process
• use our events to tell stories (every speaker tells a story.. we give them the format)
• An afternoon with Munib - Palestine
• Generations + - the Qattans @ Altcity (Youth)
• Coffee with Nabil Kaddoumi - UAE
• meet kamal - our interns, our future leaders..
• use print to tell stories
• use advertising to tell stories..
• An advocacy network - tree structure
• List Public activities on SM inviting storytellers
Monday, February 25, 13

15. Agenda Review
1.The process of building audiences
2.Storytelling for a web audience &
capturing stories - How to..
3.Photography & Videography for the
web - creating compelling content
4.How do we shoot and capture the
Brand identity
5.Infographics - what, why and how..
plus examples relevant to the theme
6.Examples
Monday, February 25, 13