Video for change training for advocates

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Catherine Musola facilitating video for change training

WITNESS partnered with us to support a day’s video for change training, for 11 of our partner organizations in Africa. The initiative is part of a joint project of International Treatment Preparedness Coalition and AIDS & Rights Alliance for Southern Africa, funded by Robert Carr civil society Networks Fund.


WITNESS is an international non-profit organization that empowers human rights defenders to use video to fight injustice, and to transform personal stories of abuse into powerful tools that can pressure those in power or with power to act.
The training session covered the basics to help participants consider when video might be most effective to support their advocacy strategy. It focused on the elements of video for change, such as strategy and filming techniques, including how to interview for storytelling.

The trainers

The trainer, Isabelle Mbaye, is a WITNESS consultant based in Botswana. Isabelle was supported by three experienced Video for Change practitioners, who shared their experience during the session.

  • Delight, Felistus and Sylvere paying close attention at video 4 change training
    Delight, Felistus and Sylvere paying close attention at video 4 change training

    Musola Catherine (featured in the top photo) is a well-known Director in Zambia, and is part of Award Winning, Vilole Images Productions.

  • Otim Patrick is the Video Advocacy Manager at the Refugee Law Project, in Kampala, Uganda. He heads up the Media4Social Change Program for the organization, and is an active member of the V4C Africa Network.
  • Elaine Maane works at STEPS South Africa, in Cape Town. STEPS makes documentaries for social change and has used video for advocacy to campaign on HIV/AIDS.

What is Video for Change or Video Advocacy?

Participants in trying out the cameras
Richard, Bester and Zakaria getting to grips with the cameras

Video advocacy is the use of video to bring about change in attitudes, behavior and policies. It is made for a specific reason. It is not simply video about a topic. “It is about the process of bringing about change in policies, law or people’s behavior and attitudes. Video advocacy is about using visual media as a strategic tool to engage people to create change. Making an advocacy video requires setting specific objectives, identifying target audiences and developing a strategic plan for production and distribution to ensure the video has impact. Remember that video is the medium, advocacy is the purpose, and change is the goal.” Read more here from the WITNESS website.