[Ed Note: This article first appeared as a guest blog post on MediaRights.org]

Can social-issue documentaries play a role in helping to end global poverty?

Link TV thinks so.

Almost one year ago, the nonprofit global affairs media organization and broadcast network launched a project based on the idea that documentary storytelling, combined with social actions and the latest news, could make a meaningful contribution to the challenge of global poverty. The idea became ViewChange.org, an online portal built on the foundation of semantic Web technology that connects documentary stories to news and social actions in global poverty. In other words, in one place, people can watch character-driven stories, read the latest news about issues covered in the films, and then connect directly to action campaigns around each social issue. It’s a site and tool that’s primed for grassroots awareness and action.

The ViewChange.org platform is now a curated documentary hub with more than 400 short- and long-form character-driven documentaries from around the world – and all of them illustrate real progress toward achieving the Millennium Development Goals, which together comprise the world’s “blueprint” for ending global poverty. The portal site now includes the best stories from top global development organizations and filmmakers around the world.

I work on the project in a kind of hybrid role that combines documentary producing, communication campaign strategy and partnership cultivation with top global development organizations, including Devex, InterAction, Save the Children, UNICEF, PSI, Global Health Council, ONE, Comminit, Bread for the World and more. And thanks to the expertise of these groups, combined with the amazing repository of films now licensed to ViewChange.org, we’ve started producing half-hour TV specials in partnership with several top global development organizations – the ViewChange TV series. For each show, the narrative is informed by the expertise and objectives of the partner organization, and the main story and outreach campaign are developed simultaneously against the backdrop of the group’s organizational (and sometimes advocacy) objectives, creating a powerful campaign-style approach.

But one key to the project is simple and so powerful for those in the social-justice community to organize around specific issues – the fully-sharable/embeddable formatting of the acquired films and the final jointly-produced shows. By giving the videos, films and global development shows to groups and blogs to embed and share for their own purposes, we’re offering a tool that’s useful not only in our own campaign outreach, but for others to use in theirs. Interested in raising attention about the connection between climate change and drought in developing nations? Want to support innovative hunger relief programs in poor areas of the world? Need a documentary story that can be used in your own awareness/activist campaign to organize for purposes of advocacy or other goals? Navigating through the ViewChange.org tool provides all of these opportunities.  

Just last week, one of these jointly-produced documentary specials premiered on Link TV (Friday, August 12 and 16) and on ViewChange.org. Working closely with Bread for the World, an anti-hunger advocacy organization, the “ViewChange: Challenging Hunger” documentary special combines filmmaking from Bread for the World itself, along with short films from Oxfam and the Sundance Institute. In this particular show, the organization’s advocacy goals – to use foreign aid more effectively to help poor and hungry people – provide the narrative thru-line.

The call to action is urgent: With more than a billion people suffering from chronic hunger, the timing of potential budget cuts would be particularly devastating to developing nations. And the special debunks a key foreign assistance myth and provides new insight into the ripple effects of chronic hunger: Most Americans believe that about 25 percent of the U.S. budget goes toward foreign assistance, but, in fact, less than 1 percent supports crucial foreign assistance programs—including anti-hunger programs and food aid. The funding is vital to the continued development and management of innovative programs that provide long-term solutions to hunger.

The outreach includes a grassroots campaign to reach out to Bread for the World’s network of thousands of individual members, churches and denominations around the country, as well as reaching out through its college-age hunger activists group. Teams at both Link TV and Bread for the World are working jointly in an integrated strategic communication campaign model that includes traditional media outreach, blogging, sharing the show via embeddable links, outreach to top global development influencers, and social media.

To support Bread for the World’s work directly, check out its fact sheets and advocacy opportunities on its site: Tell Congress to create a circle of protection around funding for programs that are vital to hungry and poor people in the US and abroad.

Follow ViewChange on Twitter @ViewChange and at Facebook.com/ViewChange.

You can watch and share the full show here:

The winning entries for our ViewChange Online Film Contest represented a wide range of styles and themes as they told stories of progress in meeting the UN Millennium Development Goals around the world. Ana Cetina’s Rising to the Top, the winner of the Local/Global Partnerships category, is a short film done in classic documentary style about the Sarakasi Trust’s innovative approach to youth empowerment in Nairobi. Last week, she wrote for the Huffington Post about the film, the Trust, and her deep-seated love for Kenya.

Ana Cetina moved to Nairobi, Kenya from Bogota, Colombia when she was seven, and returned to Kenya years later to film Endeleza, the extended version of her winning entry, Rising to the Top. She was motivated to document the inspirational story after leaving Kenya because she saw that many people outside of Africa only saw the continent’s dark side. In the Huffington Post, Cetina writes:

"I have always felt very fortunate that I had the opportunity to live in Kenya and see for myself how beautiful it is and how warm the people are. But after leaving the country, I noticed how little people in the west know about what Africa is really like. The media mostly shows the violence, the starving children, and the animals, and yes, this is a part of reality that everyone needs to be aware of. But very rarely do we get to see the beautiful people, the different cultures and the positive side of the continent that also deserves attention."

Rising to the Top is an inspiring short about the Sarakasi Trust, which provides performance arts training to the youth of Nairobi’s slums. The dance and acrobatic instruction they receive can subsequently be utilized as a sustainable source of income. Cetina’s Huffington Post article expresses her admiration for the program’s method of cultivating talent as well as life skills:

"What impressed me the most about the Sarakasi Trust [...] is the fact that instead of imposing western values as a means for success, Kenyans are able to use their existing culture for their own advancement. In addition to refining their dancing and acrobatic expertise, artists also get the opportunity to learn different life skills by means of workshops and performances around the world. And as they improve, they're also encouraged to use their creativity to provide input in coordinating and choreographing actual performances. In turn, through outreach programs, the more advanced performers serve as role models and relay their acrobatic and dancing skills to the youth living in the slums of Nairobi. The Sarakasi Trust provides Kenyans with the means to empower the younger generation with the hope of a better life."

Watch Rising to the Top:

Read Ana Cetina’s complete article in the Huffington Post.

For World Food Day 2009 (which is tomorrow, October 16th!), Link TV is helping to promote a campaign called Stand Up, Take Action, a movement now four years in the running. As part of the framework for the UN Millennium Development Goals adopted by global leaders in the year 2000, worldwide hunger and poverty must be eradicated by the year 2015. A lofty endeavor, you say? Maybe. But millions of global citizens are demanding that this promise be kept, or at the very least, kept a priority. Each year, through events organized by Stand Up, Take Action, attention is called to this ongoing issue, and the movement is growing. Last year, it broke its own Guinness World Record for the largest mobilization around a single cause in recorded history. Click here for events taking place this weekend in your area.

Watch this video and join the countdown to World Food Day!



Link TV has a lot of great food and hunger related programming, that can be found on our ISSUE: Food page, like a new Michael Pollan special called “Deep Agriculture”, and more. Also, learn about the coffee industry and Fair Trade practices that are effecting small farmers in poor countries around the world from Dean Cycon, Founder and CEO of Dean’s Beans.