Reach to Teach: From Boob Tube to YouTube

Transcription

1 Connecting the Dots: Collaborating to Achieve Lasting Impacts for Youth July 19-21, 2016 Reach to Teach: From Boob Tube to YouTube Peggy Pecchio Deborah Landis Jay Brownlee 1

2 Funding for this presentation was made possible under contract with #90AR0021 from the U.S. Department of Health and Human Services, Office of the Assistant Secretary for Health, Office of Adolescent Health. The views expressed in written training materials, publications, or presentations by speakers and moderators do not necessarily reflect the official policies of the Department of Health and Human Services; nor does the mention of trade names, commercial practices, or organizations imply endorsement by the U.S. Government. 2

3 Icebreaker Cell Phone Saga 3

4 Objectives At the conclusion of this session, attendees will be able to: 1. develop a story timeline for a short film using a storyboard format. 2. identify three advantages to youth-led advocacy utilizing YouTube as an outlet for student-produced short films. 3. describe three strategies to maximize the use of social media for a youth-led initiative to promote collaboration between schools and community. 4

5 Youth today, often referred to as Gen Z-ers, are the first generation that have been raised on technology. Some reports suggest that over 20% of today s teens are online almost 24/7 with 75% of them owning a cell phone. They are tech-savvy, tech-dependent, and tech-social. 5

6 Gen Z-ers socialize through social media, forming and strengthening bonds with friends, and entertaining and influencing each other through sites such as YouTube, Instagram, and Twitter. To reach and teach this generation, we must move beyond traditional modes of teaching and outdated technology to meet Gen Z-ers where they are online. 6

7 Discussion What are some advantages to using YouTube to reach youth? 7

8 Session Overview Pre-Production Production Post-Production Marketing 8

9 Story Model Friends4Friends Campaign 9

10 Friends4Friends Philosophy OK, Inc. s Friends4Friends Campaign utilizes YouTube to promote short films produced by students through school-based Peer Leadership Councils. Often young people, if they tell anyone, will confide in a friend first. However, friends entrusted with a harmful secret don t always know what to do. The films offer peer-to-peer support to resist risk behaviors such as alcohol, drugs, sex, and violence, while encouraging their friends to seek help. 10

11 Pre-Production Select Topic Story Timeline Write Script Casting 12

12 Pre-Production Topic Selection: Peer Leaders should be given the opportunity to identify the risk factor they feel adversely affects the relationships in their school. Allow students to discuss and then vote on the topic. one session 13

13 Pre-Production Story Timeline: Brainstorm with Peer Leaders potential story ideas. Name and create the characters. Develop a story timeline based on the characters created and the topic chosen. one to two sessions 14

14 Pre-Production Script: Write the script. Act out the scenes. Discuss the authenticity of the scenes and dialogue of the characters, the problem, the crisis, and the solution. Edit the script between sessions. one to two sessions 15

15 Pre-Production Script: Finalize the script. Have the Peer Leaders name the script. Get necessary approvals from school administrators. Have the script reviewed by experts in the field. one session 16

16 Pre-Production Casting: Read through the script allowing students to tryout for parts in the film. one session 17

17 Breakout Session Story Timeline 18

18 Production Filming: Students should learn their lines prior to filming. Have at least two cameras, a boom microphone, and lighting. Film in high resolution format of 1080p and 24 frames per second. Lesson Learned (LL): Filming usually takes longer than you think. one to two sessions 19

19 Production Filming: Film scenes by location, not necessarily chronologically. Start by filming an establishing shot (where the action is taking place); next, the surroundings; and finally, the close-ups with dialogue. Be prepared for retakes (lots of retakes!). LL: No gum chewing on the set! four to eight sessions 20

20 Establishing Shot Medium Shot Close-up Shot 21

21 Post-Production Editing: Use the script as a guide for editing. Edit after each filming session to determine if any additional retakes are necessary. Output the video using the highest resolution possible. 22

22 Post-Production Editing: Ideally, the youth should be trained to edit the footage. Practically, it may be necessary, due to time constraints, for the Project Director to edit the footage. 23

23 Marketing Titles Descriptions Thumbnails Closed Captions Cards Analytics 24

24 Marketing Titles: Google uses the titles of your films for Search Engine Optimization (SEO). The topic should be included in the title. Viewers should be intrigued by the title of the films. 25

25 Marketing Title Examples: Sexual Pressure Empty Words (25,039 views) Bullying Don t be Such a Nerd (90,735 views) Bullying A Dividing Secret (221,541 views) 26

26 Marketing Descriptions: Google will use key words in the descriptions of the films for SEO. Add links to your website and other content in the descriptions to entice viewers to learn more about your work and organization. 27

27 Marketing Description Example: Sexting the Price of A Text Everyone is talking about a girl at school who recently got exposed for sexting. Peyton s boyfriend Jacob pressuring her to send nude pictures to him. Peyton trusts that he would never expose her images he is definitely not like that. Or is he? Should Peyton be so trusting with sending these private pictures? 28

28 Marketing Thumbnails: Most new viewers will discover your films on YouTube through suggested films. Viewers will see the film s thumbnails, so make them eye-catching! 29

29 Marketing Thumbnail Examples: Dating Abuse If You Care (79,204 views) Texting While Driving The Missing Piece (17,833 views) Suicide A Life Altering Leap (10,183 views) 30

30 Marketing Closed Captions: Create closed captions for the films so YouTube can auto translate the closed captions into other languages. This will allow viewers from around the world to understand the dialogue! 31

31 Marketing Closed Caption Example: 32

32 Marketing Cards: Cards are clickable buttons that are placed inside the films to allow interaction with viewers. Cards can be used to promote another film, playlist, or channel; create a link to an approved website; allow people to donate; or poll viewers. 33

33 Marketing YouTube Cards: 34

34 Marketing Analytics: Analytics are tools to analyze how well the films are doing and determine who is watching. Use these tools to learn about your audience and create strategies to make your films and YouTube channel more effective. 35

35 Marketing Watch Time: 36

36 Marketing Demographics: 37

37 Marketing Devices: 38

38 Friends4Friends Film Festival 1. Launch short films on YouTube. 2. Establish voting on YouTube for ten days: one like equals a vote. 3. OK, Inc. s Academy previews films where individual winners are selected, such as Best Actor. 4. The evening of the Film Festival, the Best Film is announced based on the number of YouTube likes! 40

39 Over 1 million views in 210 countries! 41

40 The Friends4Friends Campaign short films are making a difference. 42

41 Cell Phone Saga Premiere 43

42 Photos Courtesy of OK, Inc. s Peer Leadership Councils. References Lenhart, A., Smith, A., Anderson, M., Duggan, M., Perrin, A., Teens, Technology and Friendships. Pew Research Center, August, Pew Research Center s Teens Relationships Survey, Sept. 25 Oct.9, 2014 and Feb. 10 March 16,

43 OK, Inc East Aurora Road, Suite A-1 Twinsburg, Ohio