A year after Kony2012, five non-profit wins

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March 5 marks the one-year anniversary of a film that blindsided everyone who has an interest in NGO communications, or how narratives emerge from developing countires – Kony2012. The video defied all logic for web videos. It dealt with a complex and obscure topic, lasted a half hour (most ecof the popular web videos are under a minute long) and had a heavy, moral message. I won’t go into the amazing story of Kony2012, there’ll be enough column inches written about it on Tuesday. But one passage from this excellent Observer piece stood out, describing a a report on the film’s impact, which concluded:

 “[T]he way in which charities communicate has to change in the wake of it”. It was, he said, a “game changer”, “for all of us to hear about it from our kids. That’s how I heard about it, from my teenage son, 48 hours in. I was like, ‘How come you have heard about a Kony video and I haven’t and it’s my job? And I haven’t ever heard you talk about Africa before.’

“They reached young people in a way no charity has been able to do before. They connected to people’s stories. It wasn’t snazzy or trendy. It was just good old-fashioned story-telling.”

Despite Kony2012, many NGOs are still trying to peddle the old press-release (and sometimes video) email to journalists, effectively begging for coverage, when it’s been demonstrated time and time again that you need to push the boat out to get cut-through. Kony2012 changed the game entirely. This video has more than 96 million views on YouTube. That’s unheard of, and it’s proof of concept that if you do something different and connect with people on a human level  your message takes on a life of its own.

So here, in no particular order, are my top five favourite comms projects from NGOs and non-profits, people who really thought differently about how to tell their story. Some are expensive and involved, others cheap and engaging. But all are game-changers in a way, and should serve as models for emulation.

1. Médecins Sans Frontieres – Premium Publications

MSF are consistently courageous with how they tell their stories, blending multimedia with that French bravado that serves them so well. The two books to the right, Writing on the Edge and The Photographer, don’t follow the usual formula, rather they are by-products of them. The Photographer is the story of a snapper who went to Afghanistan in 1986 to observe the work of a team of doctors. After the trip, he and two artists blended his work with a graphic novel describing the trip. The result is a wonderful, human narrative that tells a woven story which separate words & pictures cannot achieve.

Tom Craig’s ‘Writing on the Edge’ is another image-led collection with the photographer again as the constant. Craig was accompanied on a number of trips with MSF by his pick of great writers, AA Gill and Daniel Day-Lewis among them, resulting in an expensive, experimental and richly-produced book that is visually halting and riveting to read. Both are examples of how thought and freedom can create something that endures for a NGO’s brand. I bought copies of both – they’re stunning.

2. Wikileaks

OK, so it descended into farce, with Julian Assange holed up in the Ecuadorean embassy, after hosting a

Wikileaks

Russia Today chat show and being defended publicly by George Galloway, but as far as non-profit comms projects go, Wikileaks blew everything else out of the water. They acquired some phenomenal content and made it public in a very creative way, by drip-feeding it to the world and seeding it via a safety-in-numbers network of global media houses, who had the power to visualise and manipulate the data and make it come alive. Would you know about Anonymous or Lulzsec were it not for Wikileaks? Would the occupy protests have happened? Arguable points, but a watershed nonetheless.

3. Shave or Dye

A local one. This initiative from the Irish Cancer Society has raised more than €4.5million for the charity, by getting people to raise money by either shaving or dyeing their hair. It has it all. A macabre play on words in the title, a playful way to make light of one of the worst stigmas associated with cancer – hair loss – by co-opting the healthy into mimicking the worst effect of the illness, or making the hair they still have seem ridiculous. It is fun, and it has the backing of a national broadcaster. A superb, simple success.

4. Mapping @fieldproducer in Burkina Faso

When Neal Mann was between his jobs with Sky News and the Wall St Journal, he was drafted by Save the Children for a trip to Burkina Faso to cover a looming food crisis in the country. They approached me to help them document the trip in a new way. At the time, we were in the habit of using maps to contextualise stories at Storyful, so I suggested we do the same for Neal’s trip to Burkina.

While he pinged back pics and audio from BF, I got busy embedding and arranging them on the Google Map to make the journey come alive. The map ended up attracting 26,000 views, with one of Neal’s audioboo reports getting the same again after it was promoted on Audioboo’s front page.

The engagement was genuine, from fulsome praise to the debate it generated around Neal’s use of Instagram  in some of his reporting. But it was all unfiltered, unmediated, and in real time. Neal had the freedom to respond to users in real time, just as they watched him upload content items and spell out the context around what he was seeing. The trip, it was claimed, generated five times the traffic of a long-form piece from the Guardian from a similar trip to Mozambique.

It took a leap of faith from Save the Children, but it cost them little more than the airfare for a high-profile online newsmaker, and the gains in terms of engagement and understanding of the crisis were manifest.

View Burkina Faso Trip in a larger map

5. Kony 2012

One year, 96million views. Whatever your thoughts on how they went about it, it is a phenomenon, and it should redefine non-profit comms for the future. NGO folk still understand that they struggle to get beyond the ‘black babies’ or ‘eyes ‘n’ flies’ narratives, but this film blew through those stereotypes, for better or worse. It stands alone.

All Change

Things change quickly here. It’s seven years since I’ve been to East Africa, but even in 2003, things were moving quickly.

My first visit was as a greenhorn 21-year-old, working for a tiny Tanzanian NGO.

Those two months were among the most isolated of my life. Internet access was sparing and expensive, but fast where it existed. I wrote emails home in rough form on a .txt file, and took a floppy disc to the local internet cafe to copy and paste it home.  Mobile phones were non-existent. Land lines were appallingly bad, and exorbitantly priced for international calls. This was pre-Skype, if you can imagine that. Shocking stuff.

Just two years later, in 2003, I came back for a sailing event sponsored by Safaricom, Vodafone’s Kenyan guise. I arrived in Arusha this time, to catch up with those I had met the time before, and cadged a lift to Nairobi and on to the coast with another competitor, Rob Allport.

Rob worked with the Maasai as a vet, and we picked up a hitchhiker in red Maasai robes to give him a lift en route to Nairobi. During the detour, I saw another Maasai man sitting squatly on a rock on the side of the road. He was draped in the same tartan-like robes and held a dark herding stick in his left hand as he gazed out over his animals. With his right hand, just as we passed, he dipped inside his robes, and pulled out a Nokia 5110, and proceeded to check his text messages.

In two years, Kenya & Tanzania had gone from being a land of paltry phone connection for the average person to being one where every man who could count goats was hooked up to the grid.

In the seven years since, things have sped up further. The two main operators in Kenya, Safaricom and Zain, are locked in a bitter mobile phone price war, and smartphone growth in East Africa is at rates not seen anywhere in the world.  Phones ping constantly, ubiquitously. The average Kenyan spends 25 per cent of their disposable income on communication, and do their banking, pay bills and open savings accounts using their mobile phones (the largest phone operator became the biggest deposit-taking bank almost overnight when they introduced a service called M-Kesho, allowing phone users put small amounts of money aside for a rainy day). Ireland was once the global leader for mobile payments. Now it’s Kenya.

Vodafone now use Kenya as a testing ground for new developments. If it can work well in Kenya, the thinking goes, it will work anywhere.
GPRS internet coverage for phones now extends deep into rural areas. Komaza, the sustainable forestry NGO who I’m currently visiting, hope to use simple phone internet forms to allow farmers send instant alerts for crop infestations. For example, when a farmer sees an insect problem, their Komaza facilitator can take a geotagged photo of the infestation, and email it back to HQ, where they’ll identify the insect, contact the local sprayer with directions to the exact tree and information on what chemical and concentration to use to treat the outbreak. This means the gap between identification and treatment can be reduced from a week or ten days to just 24 hours.
If you track the difference in connectivity in those first two years, then the following seven, Kenya’s jump is pretty impressive. They’re on a par with Ireland in some ways, ahead in many others. Check back on Kenya in ten years more, and you’ll be staring into the future.
Markham is on a prolonged journey through Kenya and Tanzania partly funded by a Simon Cumbers Media Challenge Fund grant. Editors/producers looking to contact Markham for material or contributions from Kenya should email markham [dot] nolan [at] gmail [dot] com, or text +254 732 580 147.

PS: Click through to expad.ie/map to follow Markham’s Simon Cumbers Journey in a Google Map.

COMPUTER DEVELOPER

NGOs that are really good and efficient should survive and grow, and those which really don’t add value and can’t be competitive should wind up. You’re wasting money that could be applied to the poorest people in the world in a much more efficient way. Unless you can do it efficiently, I don’t think you should be in this business.

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