Transmedia Activism provides activists and content creators with a framework to be strategic and proactive in the use of media to create social impact. Multiple entry points allow donors, activists, partners and audiences to have a comprehensive and coordinated experience of a complex issue, and co-creation allows increased engagement with an issue and greater movement toward action.
The framework encourages addressing social change first when using actionable content (essentially flipping the model of media first, outreach second), for collaboration on issue identification and storytelling between activists and content producers, and for embedding transmedia strategy from the start of a campaign.
The framework is media-agnostic, in that no one medium is essential and any one or combination of media can be created, shared and transferred in a campaign to create communities towards change.
Before creating a campaign, three foundational areas must be explored:
A. Social Change- what are you trying to change?
B. Storytelling- what is the narrative thread?
C. Resources- what do you have?
In setting up a campaign, these areas are explored and used as the basis for an implementation and action plan:
A. Audience Segmentation- who are you engaging?
B. Resources- what do you need?
C. Story Universe Strategy- how do you define the story?
D. Content Strategy- how will you craft and distribute content?
E. Partners and Stakeholders- who will participate?
F. Engagement- how do you engage toward change?
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