The average procurement is geared towards the single city or purchasing department. Video creators also tend to favor these “straightforward” engagements, as the buyer is clearly defined and the audience is defined within geographical boundaries. This does not mirror life or the free-flowing condition of air/water in regions like the Bay Area. We need a new non-traditional way of defining and delivering on regional promises, thinking and acting big, etc. Goodsides is certain that video answers this call; the potential of video is limitless and moves faster than a city member can drive or fly to a particular locale.
After several hundred productions, one thing is clear:
Simply having an awareness or attitude towards diversity and inclusion will not produce the desired results when conducting region-wide outreach.
We all have the intent to reach and meaningfully engage, but the outcome is not always as impressive/far-reaching. We see videos on DEI reach 100 viewers, while large productions on rebates or money-back promotions reach tens of thousands. We see specific neighborhood highlights and hyper-local videos (especially feel-good media) succeed while the regional ones flop even with more resources.
There needs to be a standards body or group of industry leader(s) pushing the standard when it comes to outcomes across a large geographic area.
At Goodsides, we believe in asking the following (just a few examples):
- What is the action or behavioral shift we’d like to see with the distribution of our media?
- How are we creating a safe/welcoming environment with the curation of media assets?
- How do we measure our success with inclusive-focused strategies?
- How do we build trust as an advocate, contractor, video production team, and community insider/outsider (if applicable)?
- How do we motivate communities to participate in the process, since they’re the experts of their own situations?
- How do we listen? Are interviews sufficient nowadays?
Productions are simply better when the above are considered. Better means that we are able to tackle issues or conflicts in a more rounded way, with fewer unknowns. It also translates into a relevant, cohesive message ready to be received.
Ideas and solutions that affect entire regions should come first, with specific sizzles designed to bridge communities together. Aerials and other production techniques should be used strategically to make communities feel “linked” and jointed (part of the same body).
Other techniques used to bridge cities together include: highlighting water/air, interviewing 2-3 residents or organizers from across city borders, framing the video around a non-local event or phenomenon, transportation impacts across different stops, incorporating various 501c3 coalitions, etc. Agencies should also be engaging with renters differently from homeowners. Colorful signage, time sensitivity, and personal stories help with message distribution as well.