Using film to inspire change
Brian Woods, Award winning documentary filmmaker
Using film
We all know the potential power of strong campaign visuals to inspire and motivate, sparking anger at injustice. The potential to turn that anger into meaningful action is campaign gold and the kind of thing we all hope to be able to attach to our own causes.
Here we cover some ways in which campaigners are using film in their work to inspire others to action, by linking up with filmmakers, holding screenings of social action documentaries, which have clear calls to action and doing it yourself making films from scratch.
Linking up with film makers
The End of the Line example
Last year’s documentary film the End of the Line, highlighting the case for responsibly fishing of the oceans, achieved success beyond the box office.
The film had three simple messages: Ask before you buy, tell the politicians and join the campaign.
7000 people saw the film in the cinemas when it launched on World Oceans Day 8th June 2009 yet it was estimated around 500,000 were actively discussing the film on blogs, forums, newspapers, videos... showing the spread of the message and campaign above the film.
But it wasn’t all awareness raising there was campaign success as well.
The Pret a Manger chief exec Julian Metcalfe told the film’s producers: “Much as a result of your film, we took tuna out of Pret sushi entirely. No tuna in the box at all . . . so more in the sea, where they belong.”
M&S then changed their policies also; Marks and Spencer is one of the country’s largest retailers of sandwiches and the shift is likely to place pressure on other retailers to make the change.
A Spokesman said: “As all of our food is own-brand, it means there will be absolutely no products in our stores that use tuna which isn’t pole and line caught.”
Also a string of celebrity chefs also imposed a ban on bluefin tuna at their restaurants. One said ‘Using Clover’s superb research and some stunning cinematography, the film brings home the point, perhaps with even greater impact than the book, that we cannot continue fishing in the way we do. It is simply unsustainable – so much so that some scientists predict a total collapse of pretty much all our fish stocks within the next 40 years. ‘I can’t call The End Of The Line easy viewing – I found it shocking, in fact – but it is compelling, and essential for anyone who cares about the state of our oceans. The good news is that the film is not merely a tolling bell. Clover offers genuine, practical solutions which could turn the tide.’ Tom Aikens
The film was heavily supported, and part funded by WWF, Greenpeace, Friends of the Earth and other foundations and has now been screened on television and numerous local campaigning groups, halls, schools, universities, and that is only in the UK. Ahead of a vote on whether the EU will back a trade ban on bluefin tuna the film was send to all European Commissioners asking them to watch and reflect on the film. The campaign continues… for more http://endoftheline.com/newsroom/
Holding your own screenings just got easier
The Channel 4 BRITDOC Foundation, Brit Doc is an independent funding organisation that provides grants to documentary film makers working to bring around social change. Over the past few years they have been thinking about social impact of the stories they are involved with and have recently launched a new initiative Good Screenings which allows anybody to buy a license to screen a feature documentary from their catalogue.
All documentaries are about social change and contain clear calls to actions and unlike other distributors they are actively promoting the use of these films for fundraising and campaigning. Films they have currently include Moving to Mars, The Age of Stupid, McLibel, the End of the Line.
Anyone can buy a license to screen their selection of films and the license is calculated according to who you are, where you screen and how many people you're screening to, and you get to the profits for yourself or your organisation, campaign or cause.
So do take a look at some of the best social action documentaries, which have clear calls to action here www.goodscreenings.org
They are just writing up a guide on how to hold a successful and engaging screening so watch this space.
Share your experiences
Britdoc are looking to hear from organisations who are using film as part of their campaigning. They’d love to hear from campaigners, communications managers and funding organisations about the ways in which they are using film and the strategies behind it.
You may not have thought about using feature films as part of your campaign work, but if you would like to know the best routes to action, either way please get in touch with Sarah Moses at sarahm@britdoc.org
Don’t forget theatre
Having seen the excellent and moving play Ruined last week, that explores and really brings home the impact of the conflict in Democratic Republic of Congo on women, I couldn’t not mention theatre here too.
The play ran at the Almeida theatre in partnership with Amnesty International UK and supported by Congo Now a coalition of NGOs, members of the Congolese community and UK parliamentarians who are seeking to raise the profile of the DRC in the UK by campaigning in creative and thought-provoking way. Collaborations such as this provides another way to foster collaboration and to bring home the impact of your issue.
Part two do it yourself – making films….. coming soon
