New media has brought about several different ways in which to interact with consumers – through blogs are good for reading up on new things, podcasts are great for on the go listening and video allows for the senses of sight and sound to be integrated into a great interactive experience.
Out of all the media venues that are available to us now in this social climate, I really think video is creating some special opportunities. Here are some statistics to chew on (from a recent Pew report):
- The share of adults who watch online videos via video sharing websites has nearly doubled since 2006
- Nine in ten (89%) internet users ages 18-29 now say they watch content on video sharing sites, and 36% do so on a typical day
- Broadband connectivity has helped to set the stage for high-quality viewing experiences and broaden the appeal of online video content. Among broadband users, 69% watch video on sharing sites, and 23% do so on a typical day
- Also check out film/video veteran, Matthew Balthrop’s article on additional statistics regarding online video
A little help visualizing the use of sites like Youtube, Dailymotion, Vimeo, etc.:
What does that mean for public health? Well something my good friend James Walker rang a bell in my head today when we were discussing the results of the H1N1 Flu PSA contest – he said it was a great example of ‘credibility and creativity’. That’s exactly how I feel about the use of film/video in public health. If we can get the right people on camera, discussing innovative initiatives to improve health and get messages across – it will be a great example of credibility and creativity. One of my favorite examples of this is Salt Lake Valley Health Department and their One Small Change video.
The public health world MUST catch onto the fact that it’s a new world of communication opportunities. Material that catches attention and connects with the public is essential to making Public Health 2.0 a reality. Other than holding the attention of the viewer, engaging them with a worthwhile story/concept is also important.
I recently had the pleasure of meeting with Professor Negar Mottahedeh of Duke University, who is an authority on film studies and global culture. I chatted with Negar about her thoughts on how film can be useful in highlighting important issues in public health:
Interview with Prof. Negar Mottahedeh – Impact of Film from Andre Blackman on Vimeo.
You can also catch more about our discussions at her blog, the Negarponti Files, where she expands upon some of the material she discussed in our interview. The bottom line is that we have a new opportunity to engage target audiences with stories and information that transcends the one-time-read potential of a brochure or flyer. Video can be spread quickly, translated into different languages just as easily and it becomes readily accessible anywhere online.
Stay tuned as I begin to think more about this form of media for highlighting innovation in public health.
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{ 6 comments… read them below or add one }
I love this post. The reason I got into film instead of sticking with “fine art” is that film and video is a much more accessible mode of communication. If used for the right reasons, film could be a huge vehicle for change. Take, for example, Soul City, entertainment that also educates about HIV/AIDS http://www.soulcity.org.za/
Also, I worked as a location manager for the Truth Ad campaign…you know, the ones that quirky hip videos to prevent kids from smoking? At the time I didn’t think much of it (besides it being a paycheck) plus, I was a smoker. However, apparently the results of this visual media campaign have been really noteworthy! http://www.gwumc.edu/sphhs/departments/pch/phcm/casesjournal/volume1/sponsored/cases_1_14.cfm Mainly, what they are finding to be the most effective way to prevent kids from smoking is that they don’t come out and say “DON’T smoke”, and they use metaphors rather than straight-up stats.
Now, I’m working on a site called SpeakHealth.org- (I know you have stopped by-thanks!) We want to raise awareness about how culture impacts health, and get people to think critically about their own health choices. We are working with artists to make videos that do not preach, but rather push people to think for themselves: This creates greater ownership of an idea, and adherence to it…
It’s not that MEDIA has the power to change people’s opinions and attitudes, its that media can be the spark that ignites someone’s capacity to think for him/herself, and assess their own behavior.
~c
Bingo, Jenn! That’s exactly what I aim to do with film and video. Bring public health into the limelight and raise awareness.
You’re absolutely right Chris – the sheer amount of instruction that comes with visually learning is incredible. I really feel that people will connect better with stories and visuals that can be understood around the world. Thats where we will be able to help spread these ideas over large groups of people.
I shunned away from on-line video until my Xbox 360 broke and I watched a 12 year old take his apart, fix it and put it back together.
Now I understand exactly how powerful it can be…
If caring about your health ever has a shot at being cool or mainstream, video will be the vehicle.
Nice post. I believe videos are an excellent way to engage the public. Public health usually works ‘behind the scenes’ to prevent health problems, however using videos really helps to place health messages in the limelight.
Nice post Andre,
There are certainly many mores pluses for video than minuses – especially when compared to text or pictures. How to reach the people who need the information, not just the creators, is another issue. Old media isn’t dead, but it is changing to new times. Check out publichealthtelevision.com for how combining television and the internet makes for tailored delivery of health content to underserved populations. Need media multiplexity and adapting to user preferences when sorting through the communication mix.