Voices of African Mothers: Video Concept

Introduction

Voices of African Mothers (V.A.M.) is a non-profit organization that believes women’s education and empowerment are fundamental to the development of African nations. As a CUSD Stakeholder, VAM needed my marketing & communications team’s help with creating a video to inform, inspire, and gain new supporters in their upcoming, annual gala.

Our approach was to:

  1. Conduct stakeholder & organization research
  2. Brainstorm ways to tell V.A.M.’s story & message
  3. Quickly ideate and prototype shooting in different formats
  4. Iterate on feedback
  5. Develop high fidelity product

First Sit-Down With The Executive Director of VAM

Although I’d been working with VAM for several months, I knew that talking to one of the core leaders of this organization would provide me unparalleled insight and a much better understanding of its values, mission, and vision.

In the chat with Kachina, the Executive Director of VAM, I was able to dig deep and realize that the direction for the video needed to come from individuals closest to the organization’s development over the past years.

https://drive.google.com/open?id=0B4T7Vd4GGRzWdk8yaEFvSi1FWWs

How to Tell the Story?

The initial interview directed me to other individuals from student leaders all the way to graduate and corporate volunteers.

The Interview Approach

We ended up deciding on the interview approach because it felt like the best fit for displaying the genuine qualities of V.A.M. as well as keeping the message simple and straightforward.

I then discussed with invested leaders in V.A.M. on potential individuals I could interview and present in the video.

Based on the conversations, we initially decided on 5 people (2 students and 3 full times) and created “profiles” to validate why we wanted to showcase certain qualities of the individuals.

Kachina (Executive Director of VAM)

  1. Who Are you?
    a. talk about yourself outside of VAM
    b. talk about yourself on VAM
  2. What has been your role in this project and what has your experience been like?
    a. role is what you have contributed to VAM as
    b. experience can be personal or organizational
  3. As a leader in VAM, what is VAM’s mission(s) and how is it planning to accomplish that?

Alex (Designer & Architect)

  1. Who Are you?
    a. talk about yourself outside of VAM
    b. talk about yourself on VAM
  2. What has been your role in this project and what has your experience been like?
    a. role is what you have contributed to VAM as
    b. experience can be personal or organizational
  3. As one of VAM’s former design leads, what was one thing you really enjoyed working on? Tell me how your process of doing that and why you made specfic decisions here & there.

Nana (Founder, Current President of VAM)

  1. Who Are you?
    a. talk about yourself outside of VAM
    b. talk about yourself on VAM
  2. What has been your role in this project and what has your experience been like?
    a. role is what you have contributed to VAM as
    b. experience can be personal or organizational
  3. As a founder and someone who has seen this project through from the very start, what do you hope VAM will become? What does the future for VAM look like?

Ana (Designer & Structures Engineer)

  1. Who Are you?
    a. talk about yourself outside of VAM
    b. talk about yourself on VAM
  2. What has been your role in this project and what has your experience been like?
    a. role is what you have contributed to VAM as
    b. experience can be personal or organizational
  3. As one of VAM’s current design leads, what was one thing you really enjoyed working on? Tell me how your process of doing that and why you made specfic decisions here & there.

Eden (Outreach)

  1. Who Are you?
    a. talk about yourself outside of VAM
    b. talk about yourself on VAM
  2. What has been your role in this project and what has your experience been like?
    a. role is what you have contributed to VAM as
    b. experience can be personal or organizational
  3. What do you say to people to get them excited, inspired, and want to get involved with VAM?

The “Under 5 Minutes” Rule

After attempting at piecing together all the footage, I realized that it would be impossible to incorporate every single element of each question.

We then chose to pivot by trying to highlight the most gravitating part of each person’s response and find a middle ground.


Final Product

The final video was presented at the 2017 V.A.M. Gala that raised thousands of dollars towards its project as well as other projects and fundraisers.