How can we think bigger about our media literacy initiatives? | Global Media Literacy Summit 2019


NATALIE TURVEY:
Thanks so much, Ramya. I am honored to be
here with all of you and to moderate this panel. I have two jobs this
afternoon– one, to keep the great energy going
as we get to the homestretch. And I’d like to find out what
Sam Wineburg has for breakfast because I need to
get on his program. And two, to bring the best out
in our panel this afternoon. And it won’t be hard
to get them talking about how they successfully
scaled their programs and initiatives. It’s critical that we all think
bigger about media literacy. And we’ve heard it over
and over and over again– the vital importance of
collaborating with partners and stakeholders to reach
the widest audience possible, and as Ramya said,
scale for impact. So I’m joined by four truly
international panelists. We might win the
box of chocolates for most miles between us. I’d like to invite them
all up to the stage now. They have some experience
growing successful media literacy initiatives across
geographies and audiences. And they have some important
learnings and lessons to share with us this afternoon. I am going to start
with a lightning round of introductions
to set the stage, so that our panel can give
you a brief introduction of their programs. We’re going to try to
keep it to two minutes. And I’ll put
everyone on the clock so we can get to the
heart of the discussion. I am going to start with Aaron
Sharockman from MediaWise. AARON SHAROCKMAN: Hi, everybody. So you heard from me
for seven minutes, but now I get two more minutes. That’s great. So I will just use
the time real quickly to talk about
another project we’re working on that really
spun off from MediaWise and part of the reason
why I’m here in London. So on Monday, we
piloted a new project where we’re actually teaching
many of these media and news literacy lessons to
YouTube creators. And so I sat at the other
end of this building with a group of a
dozen YouTube creators and kind of went and
took them through fact-checking exercises. I know some of you
mentioned this– that one of the problems
of misinformation is this YouTube space
where a lot of people are trying to make a lot of
videos to make a lot of money. And we’ve piloted this
project now here in London. We did it in LA. We’ll do it in New York. And I think it’s really
actually an interesting way to kind of take these lessons
and put them into the wild and to some people who hopefully
will get some good tips out of it. So thank you. I’m looking forward
to talking more. NATALIE TURVEY: Microphone. You’re welcome. BEATRIZ MARTÍN PADURAK:
Well, first of all, I would like to thank Google for
inviting us to share our best practices, and more importantly,
to support the program that I’m going to talk about. I will go back to Madrid with
a lot of learnings from today. I will take just one
minute to talk about FAD– F-A-D. We are a
nonprofit organization focused on youth development. It has been in Spain
for the last 32 years. And we are reducing risk
behaviors in young people and promoting
positive attitudes. We have launched more
than 60 awareness campaign national-wide thanks to the
generous support of most of media companies in Spain. We have a nation-renowned
research center, Centro Reina Sofía. And also we have an
international scope, working in four countries
in Latin America. With Google’s support, we have
developed a school program named (In)fórmate, which
means get informed– the value of critical thinking. It will start in September–
next September– in two weeks. The goal is to
reach 30,000 teens, so people from 14
to 16 years old, which represent 7% of the total
population of that age in Spain in two years. And it’s going to be based
on these three elements– watch, play, and do. Watch the videos
made by journalists showing how they use critical
thinking in their daily work. [INAUDIBLE] as like
images of the world that they will shown
in the news or content to select daily in a
newscast, newspaper, opinion versus information–
all these things. Also a game, “Eraser”– I will show a quick
teaser at the end. And then do. Before, somebody was
talking about the power of doing things. If you start learning with
showing how a professional is doing things, then you play, and
then you try to do it yourself, the learning is deeper. So we will have
three alternatives will be written content, visual
content, and social media content, also with the support
of the journalists that will mentor the program– the contest, the competition–
and with a final fun event at the end with
participants and winners. Let me show the– yeah. [MUSIC PLAYING] NATALIE TURVEY:
Thank you, Beatriz. I’ll turn it over to Matt
Love from Love Frankie. MATT LOVE: All
right, click the– perfect. Thank you very much. Hi, everybody. My name is Matt Love
from Love Frankie. I’m here representing
Asia-Pacific, although I might not look
like it, based in Bangkok. And we actually were a
bit of a unique program. We’re partnered with Google
News Initiative and also Hong Kong University. If you haven’t met Masato
yet, you should meet him. He’s an absolute rock star
in this space and a huge news literacy expert. And we have kind of
the joy of working with him in collaboration
of supporting a number of different
NGOs across Asia-Pacific on designing really targeted
news and media literacy initiatives. Just a quick background
on Love Frankie. We’re a social change
creative agency. So we actually support
different initiatives across Asia-Pacific on
a whole range of issues from digital citizenship
and literacy, news literacy, human trafficking
and migration awareness, gender equality, LGBT rights,
environmental protection, et cetera. So what our approach is really
about evidence-based approaches to engaging communications
and media initiatives. So we are really
excited to be partnering with three organizations. One is in Thailand, one is
in Indonesia, and one of them is in the Philippines. So these are the three here. MAFINDO, you heard from
Santi this morning. She told you a little bit
about the Stop Hoax campaign, particularly targeted at
housewives and mothers. We’re working with the Asian
Institute of Journalism and Communication. These are a Philippines-based
organization, particularly focused
on training of teachers to go out through
a program partnered with the Ministry of Education,
so that these teachers are equipped with tools, and
assets, and media materials to do outreach through
the school system. And thirdly, CYMF
in Thailand, who are also here this afternoon. That’s the Child and
Youth Media Foundation. And we’re working
with them on designing a really youth-focused
program for Thailand that is going to be very, very
highly relevant to audiences. So just a few pictures here. Our approach is
very collaborative. It’s very participatory. We come in as kind of mentors
to really work with these NGOs on developing strong
key messages that are based on
evidence, making sure that everything is highly
locally nuanced in terms of messages and samples that are
used with the outreach programs and materials that are created,
and with a focus on content. So content creation, we
really feel like, particularly in Asia-Pacific, has
huge power to engage big numbers of people, and
not only engage big numbers, but really engage them in this
discourse around these issues of news literacy. So very excited to share some
of our experiences today. This is an ongoing program. We’re only about 2/3
of the way through, so I can’t report on all of
our impact just yet, but really excited to share
how we’re scaling some of these initiatives. Thanks, Natalie. NATALIE TURVEY: Thanks, Matt. And we have Patrícia
Blanco here from Brazil. PATRÍCIA BLANCO:
Hello, everyone. It’s been for me an amazing
day with all the experience that we’ve shared with us. And I hope we can be together,
this global network of media literacy. For me, is very important to
keep in touch with all of you. But first of all, we’d like to
introduce our two coordinators from EducaMidia, Daniela
Machado and Mariana Ochs. They are amazing
partners that are helping us to build the Media
Literacy Program in Brazil. Well, to start, EducaMidia
was created and launched by Palavra Aberta Institute– Palavra Aberta is
an NGO that promotes and defend freedom of
expression, freedom of press– last June. And it was designed
to train and engage Brazilian teachers and
education organizations in media literacy. Our goal is to develop a
strong media literacy program to help teachers
and policymakers to combat disinformation and
to prepare this generation to quickly analyze the
information they consume online and offline. We think media literacy is for
all– not only for digital, but also for newsprint
and for every information that we see in the
city and everywhere. We adopt a [INAUDIBLE]
stakeholder approach to present and promote media information
literacy based on two pillars– content and engagement. In the content area,
the first thing we did was to create a curriculum
based in three areas that we are working in– read, to teach how
to quick to analyze media message and
information literacy; write, focus on self-expression
and digital literacy; and participate, to teach
how interact with others in conscious, safe,
and responsible way. We say that media
literacy will help to keep freedom of expression in
an ethical and responsible way. We think media
literacy as a layer, not as a discipline
only, but as a layer to help to identify
and use communications in the various formats. And in the other pillar,
that is engagement– our actions, our focus
in teaching training, supporting
policymakers, advocacy, create awareness, and
community building. Nowadays in Brazil, we have a
lot of challenges, as you know. But we also have a
lot of opportunities, such as the Brazilian
new common curriculum basis that is national-wide
[INAUDIBLE] curriculum that includes media literacy
skills in what they called media journalist field. And we see this as
a gateway to media literacy to put media
literacy in the schools. And we have the
increasing concern to combat misinformation
and disinformation. And also, [INAUDIBLE] concern
to implement public policy that will improve the
information environment. NATALIE TURVEY: Thanks
so much, Patrícia. I will end the introductions
with a brief CJF commercial, if I may. The Canadian
Journalism Foundation is a not-for-profit
based in Toronto. We work across the
country with news leaders. We work with the GNI on other
partners on research awards, fellowships, news literacy
education, and more and more audience education initiatives
around the importance and value of news to our democracy. The CJF is almost
in its 30th year. And our founding motto
is as journalism goes, so goes democracy. And today, it feels
more like a rallying cry in these challenging
and unpredictable times. And as we all know in this
room, there is a lot at stake if we don’t have access
to quality information. I was thrilled to see Lacey
[? Crothers ?] here today. Two years ago, the CJF embarked
on a news literacy program, also called News Wise– this
is News Wise across the pond– in 2017 aimed at school-age
Canadians, ages 9 to 19, with the support of Google. And when I met with Lacey in the
Bay Area those two years ago, I had a diagram that
looked something like what Jeanette had this
morning, and some bullet points, and a lot of
enthusiastic hand gesturing from me. But Newswise today is
in 98% of school boards across Canada in
French and in English, and in some of our
underserved areas as well, with the aim of reaching a
million students this year through a partnership with
Civics, a civic engagement organization, with a foothold
in the teaching community. That partnership, along
with other strategies, has helped us scale our
program across the country. And we’re now
thinking big again, taking the lessons and
learnings from Newswise to our Newswise 2.0, taking
them to voting-age Canadians. And our research has shown,
along with other findings, that adults can be a
particularly vulnerable segment to misinformation. So we’re launching
the next phase in the lead-up to our Canadian
federal election this fall. We’re already seeing
a proliferation of misinformation in Canada. And the campaign is aimed
at encouraging our audience to become their own editors. If you doubt it, check
it and challenge it. So I’m here to
facilitate this panel, but I’m also here to
learn from all of you and from everyone in the room
as we continue to go further with our program, taking some
of the best practices from today and across the globe. So on to the panel. Go big or go home. Let’s open with a general
question for the whole panel about how you are able to grow
your programs and initiatives, and if you can share with us
some of the top-line strategies that you were able
to use successfully to reach greater audience. And I’m going to start at this
end with Patrícia and work our way. PATRÍCIA BLANCO: OK
Thank you, Natalie. Well, as I said
before, Brazil just approved a national-wide
curriculum basis than we will turn [INAUDIBLE]
from February of 2020. So for us, it’s a
unique opportunity to grow bigger our program. So we chose three actions
to get our program to reach the teachers
and also the society. The first one was get different
formats to engage stakeholders. So we have three
kinds of workshops– one-hour workshop for
[INAUDIBLE] and conferences, three-hours workshop,
eight-hours workshop, and also an online course with 30
hours focused on teachers. And now we just finished the
first class with 4,000 teachers [? reach ?] [? it. ?] And now
we’re starting the next class with 4,000 vacancies. So we are trying to
reach as much teachers as we can with these
online courses. We also have media
partners that help us to disseminate
the content, and also the great awareness in
the society about media literacy in partnership with
extensive experience education entities. We have in Brazil a lot of
entities that [INAUDIBLE] in education. So we are doing
partnership with them to put media literacy
as important for them to take effort to help
education citizen. The second point that
we are working in is partnership and cooperative
agreements with policymakers. The new curriculum is from
federal to state level. And now we are working
with states, 27 states all over Brazil, beginning
in Sao Paulo– it’s the biggest
state in Brazil– that will start a new
curriculum in February, as well as the
national one, that involves the creation and
implementation of a media education literacy elective. We participate in the writing
of the technology discipline with digital culture. Those classes will be offered
for 5,400 public schools in the states. And we have the
possibility to reach 2 million students in one year. So it’s something that we
are putting a lot of effort to get it through. After Sao Paulo, we are
going to go all over Brazil showing our– what we learned, and what we
can help other states to engage. And the third point
here– it’s training trainers national-wide. We are going to put five big,
original workshops, starting on 21st of September. And we are going to train
former [INAUDIBLE] trainers to [? inform ?] other teachers. And we believe in the
end of the two years, we will reach 225,000
students face to face. So it’s something
that we are doing. NATALIE TURVEY:
Thank you, Patrícia. Matt. MATT LOVE: Great. Thank you. So my first point
on this question would be back to this
theme of partnership which keeps coming up again today. We were fortunate enough,
as I said, for our program to partner with Masato
and Hong Kong University. And it was a case of not
reinventing the wheel. I feel like as we’ve learned
more about this space, there’s so many existing
amazing materials out there. And Masato, with this
department at HKU, you had built this incredible
program called Strapline. Masato is going to talk
about it next, I think, so I won’t give away
too much about it. But it’s got a great
pairing of content together with additional
discussion guides for teachers or community groups
that want to create dialogue around these issues, but paired
with really, really strong learning outcomes and content. So basically, with
the work we’re doing in Thailand
and the Philippines and Indonesia with
our NGO partners, it was about taking these
well-researched, really well-thought-through
tools and resources and figuring out how can we
adapt them to the local context to make sure that they
were highly nuanced and were going to be
extremely relevant to those local audiences. So rather than
starting from scratch, we started from an incredibly
strong starting point and then did research
throughout the local partners to find those
creative entry points to see what was
going to resonate with audiences locally. We found that in some
countries, issues around environmental hoaxes
were going to be more impactful. In some other contexts, it
was around health hoaxes, misinformation
about health issues. Because our feeling is that,
particularly with young people, they might not want to come to
some kind of training or event if it’s billed as news literacy. But if it’s billed as something
that they can emotionally connect with that’s maybe around
health or the environment, that it’s going to make it
much more interesting for them. So that’s my first
point– partner with someone like Masato. NATALIE TURVEY: Tackle him. MATT LOVE: It’s really– yeah. Don’t reinvent the wheel. That’s my first point. I think engaging influencers
and ambassadors and allies is a hugely valuable
way to scale. But I think a caveat
here is to say it’s important to partner
with the right influencers. We’re big believers that any
kind of celebrity influence or endorsement isn’t
going to fly these days. Audiences are so discerning. You really have to
do your research to find credible voices
that can speak authentically to the issue. We need to find influencers
these days who can– whether they’re
hosting the content or sharing it through
their networks, do so that it feels incredibly
organic and authentic. Just talking of a famous face
on it doesn’t cut it anymore. So that’s really
my second point. And my third point,
I think, is really about a mixed methodology of
online or offline efforts. We’ve found so far with the
programs that are rolling out in the three countries
in Southeast Asia, they’re pairing really, really
strong video content together with an incredible network
of offline, on-the-ground dissemination partners. That’s where scale
and impact can really start to come to life. So as I mentioned in
my opening monologue, we always believe in
strong tools and materials and content and assets
being at the center of any outreach or
educational campaign. But building that
partner network of offline actors, whether it’s
through ministries of education or CSOs, whatever it might be,
that’s where you can really get that scale– working with partners
that know local audiences through their existing
on-the-ground networks. So yeah, that would
be my top few. NATALIE TURVEY: Thanks, Matt. Beatriz, can you tell us
about some of your top line strategies with FAD? BEATRIZ MARTÍN PADURAK: Yeah,
I’m afraid I’m not going to be original. So the three elements
to scale is, first of all, partnership
with key stakeholders. Secondly, to have an
attractive school program, and thirdly, to have an online
and offline strategy, as Matt was saying. So the key is stakeholders. We have partnership with the
state and local government, also with educational
institutions. Also, we have experts on fact
checking onboard as allies, also philosophers
and journalists. The queen of Spain is an
advocate of our program too because before becoming the
queen, she was a journalist. And she really is engaged
with this program. And most importantly,
we have the partnership of most of the media
companies in Spain. They have an active role. They belong to the board of
directors, board of trustees in our NGO, and they are very
committed to this program and have several roles. They support us developing the
content, the videos that we were saying before, also
disseminating and communicating the program, also mentoring. They are providing visits
to the participants. So they are doing a lot
of things in the program. The second point– I was
saying very attractive program. We saw the game. Yeah. We feel like we have to
really engage the students. We have to make
it very attractive through gamification, videos,
contests, all these things. We have some experience
on school programs, and we know that those
kind of things works. And as I said before, the
power of watch, play, and do will help the learning. And finally, we have this
online and offline study. You would provide
teacher training. So the implementation is going
to be through the schools in the school hours. OK? But we ensure that we provide
all the content digital to easily share,
very cost-effective. And also, we have an evaluation
thing in the program. We evaluate before and
after, prior and after to measure real impact. So all the participants will
go through this evaluation, and then we will see how they
learn somehow, what they learn. NATALIE TURVEY:
Thank you, Beatriz. And Aaron. AARON SHAROCKMAN: Yeah. I think for us, one of the
things– the lessons that we learned really quickly was the
cost to acquire customers– in this case readers or
students– is really high. And so we had to make a
decision really early on. I remember early
on in the project, we were thinking
about our budget. And one of the
fundamental questions was, what are we going to do
with those teen fact checks? Where are we going to put them? And the obvious
answer for everyone was we will build mediawise.com. You will go there, you
will see the videos, and you will be taught, and
the world will be cured. And of course we know
that none of that is true, starting with the idea
that the audience we ultimately want to reach, middle
and high schoolers, aren’t ever going to go to
something like mediawise.com. And even if we got them to
do that, the cost to do so will be so great that we’d
run out of money and time. And so we had to make– swallow our ego a
little bit, I think, and say, we’re
going to go directly to platform with this,
YouTube and Instagram primarily, and Snapchat. And we’re going to
reach as many people as and teenagers as possible with
the content at the expense of– you’re like, oh, we have this
shiny, beautiful, expensive website. And so I think that
was lesson one for us. The second thing I
would say is that– gosh, when you’re in the
trenches on day-to-day on this, you work so darn hard. And it’s sometimes hard
to see the wins out of it. And so we had to,
I think, realize that not only do we have
to go on to platform, we have to go where the
customers have already been acquired. So last week– two
weeks ago, our team flew out to California
to train a school. And it was through a partnership
with a presenter on “The Today Show,” one of the big
morning shows in the US. She was going back to her school
for the first time in, like, 10 years, doing a
back-to-school program. And she helped us teach
media literacy and news literacy to that class. It’ll then be amplified to
an audience of millions. And that’s a big win for us. And so sometimes I think my
other lesson would be moonshot. We saw it one of
the last slides. You’ve got to have them, and
you’ve got to aim for them. As much as you’re working
in the coal mines, you also have to
think about how you’re going to cure cancer
or media literacy. NATALIE TURVEY: Thanks, Aaron. I’m going to circle back
to Matt for a second. We talked about successful
strategies for scale, but one theme that’s come
up in a few presentations is how do you do that
well across geographies. So you mentioned Indonesia,
the Philippines, and Thailand. How do you roll out programs
across different cultures and geographies? MATT LOVE: For sure. This is, I guess, a thing
that’s come up a few times today with resources and
tools that might be available, but not in local language. So I think for us, we always
look at a couple of things. One is language translation, but
then also cultural and social translation is just as
important, touching on my point from before. We’ve seen so many resources
in different sectors that are translated
into Thai language or into Bahasa Indonesian, or
to Tagalog in the Philippines. But actually, it’s the
social and cultural norms that need to be translated
along with the language itself. So for us, that
obviously takes research, quantitative and qualitative
research to really understand the drivers and motivations
around certain behaviors, particularly online behaviors. So I think for us that’s a
really, really key point. And I think– yeah, it’s just– it’s something–
if you’re looking at different geographies– back
to the point of local nuance. We’re such believers that
hyper-targeted content is going to have the most impact. So for example, as Santi shared
this morning from MAFINDO in Indonesia, they’ve
decided to focus on housewives and mothers. And that’s because it was
found through our research and through our discussions
with local groups that actually, it’s
mothers that really are the matriarchs
of the household. And they’re the ones that
are teaching and influencing the conversations that are
happening in that family setting. So that was really through
quite a guided approach that we landed on let’s go
with mothers and housewives, because not only are
they the ones that might be sharing
misinformation, fake news, but they can also
influence very, very strongly within that
traditional family structure when looking at the
role of that more communal sense of learning. So yeah, I think
that’s what I have to say about local geographies. It’s really about
honing in on what’s going to resonate locally. And just to say again,
I love what [? Dustin ?] said this morning about
finding something that’s going to connect with hearts. We can get to the facts. We can get to the awareness. We can get to the issues. But if we can really connect
emotionally and to tap into that heart
space of the audience that we’re trying to
ultimately engage with, that’s going to
have most impact. So understanding what
motivates people– NATALIE TURVEY: Passion. MATT LOVE: Passion, exactly. Finding those passion
kind of entry points. That’s a hyper-local
thing, so it’s going to look very,
very different even within a country, even
within Brazil, I’m sure. I’m sure in different
parts of Brazil, you’re going to tap into
different heartstrings or really engaging
people on that point. So yeah, that’s what I have
to say about geographies. NATALIE TURVEY: Wonderful. Well, it’s terrific to hear
these steps to success, but I’m sure you’ve
all experienced some dark days, some trials, and
some challenges along the way. So I would like to hear– and
I’ll open this to the panel– some of the pitfalls
and challenges you’ve encountered to launching
a big idea and a big project on scale, and how you
overcame those challenges. And I will open that
up to the panel. AARON SHAROCKMAN: I’ll
go first real quick, and I’ll say I
think at some level, we have to just note
the contradiction. You’re trying to develop
a program at scale that you know will work best
if it’s me talking to you. If we’re having an
individual conversation, and if you know me
right– so basically, all the research shows
that the messages we’re trying to impart work best when
someone is speaking to someone they know. You’re more likely to trust
your mom than a random stranger on the street. And so I think to me,
that’s a big clash point. For us at MediaWise,
when we go into schools, what we know is we
see– when we have an auditorium of 500 students,
it’s difficult to connect. When we’re in a group
of 25, it’s much easier. We have a discussion. The difference is 475
students don’t get anything. And so I still struggle with
that as far as when we go out, how do we strike that balance
by trying to reach as many and touch as many people
as possible versus trying to have those deeper,
more emotional connections that actually, I think, can
produce better, longer-term impacts? I’m sorry. That’s also kind of a
question, not an answer. BEATRIZ MARTÍN PADURAK: Yeah. In our cases, they will like it. They will be useful on
will stay long term. So like it in terms– not
only students, but teachers, schools, because we need to
[INAUDIBLE] buy it somehow. So we have right now around
800 schools or teachers saying, yeah, maybe we’ll try. Then we have to
start the luncheon and see if the students– especially the game, but also
the videos and everything, and the contest– they really engage. They really learn something. And I hope with
the evaluation tool that it has been defined
from the beginning, designed from the beginning. We will see if that is going to
stay for a long term somehow. Because we don’t– this
training is not too long. It’s, like, 10 to 12 hours. What do we expect to change? Would it be possible
to change behaviors with only 10 to 12
hours of training? That’s the question. But I think it’s always
a seed, and then you have just to continue doing
things, different things. So I guess the program
is not ending here. It’s just the beginning. And probably we are going
to define different steps, different materials. And we will always pilot,
review, and redefine new elements. NATALIE TURVEY: Thank you. And any unique
challenges on this side? PATRÍCIA BLANCO: For us, we have
the dimension of Brazil that is a very great challenge because
of all the space that we have, and also the diversity of voice. And also, we have other
challenges that media literacy is still unknown. It’s something that we have
to create or disseminate the concept before talking. So what do we– the approach we
choose to have is to– it’s like a B2B action,
EducaMidia and teachers to get more teachers, more
to take [? to the ?] students [INAUDIBLE],, but
also to give them the basis of media
literacy, and then make them to recognize
themselves as media literacy practitioners. So we are starting this
training asking them, what do you do already in
your practice that can said as a media literacy practice? So we’re saying that
this is media literacy. So I teach my kids
how to read data. This is media literacy. So we are trying to make that
they recognize themselves as media literacy educators. And also, something that
for us is very challenging, that Professor Masato– he didn’t pay me, but
that’s his [INAUDIBLE].. It’s, how can we put
this in the long term? Because for us, we had the
[? grants ?] from google.org. That was amazing. For us, it was the way to launch
our platform, but also, how can we live without that
before the two years. So how can we extend
this national-wide, getting more resources,
and to make media literacy as a practice for the future? This is something that
is a challenge for us. MATT LOVE: Just very,
very quick points for me. Hello, hello? 1, 2, 3. Everyone’s like,
Matt has said enough. Just two quick final points. I echo what you’re all
showing about sustainability. We’re behavior change
experts, and no one is ever going to change
their entire behavior, particularly around online use
through one or two trainings. So I think backing that up
with regular, different types of interventions, whether
it’s through gaming or apps or different types of
content or different face-to-face interactions–
absolutely agree with that. So GNI, please continue
to fund these initiatives. It’s really, really important. There’s been some fantastic
things shared today. We’d love to see
those continued. And my second point is,
I think, to be brutally honest about capacity gaps. When we started to work with the
three nonprofits in Southeast Asia, we did a bit of a
kind of a needs assessment as a first step. And these groups are
doing incredible work to engage with youth,
to engage with mothers, to engage with at-risk groups
on a whole range of issues. And just to pick out MAFINDO
as an example in Indonesia, they do some incredible
anti-hoax campaigns. But when we went in to
meet with their team, we realized that one
of their capacity gaps was around really high-quality
content production, like high-quality
media assets that could be distributed at mass scale. And so we decided, as social
change communication experts, to embed one of our team
members, one of our Indonesian team members, with
the team to really work alongside them
to really bring up the capacity and the
skills in that area. So I think it’s
just one example. But being very, very honest
about any capacity gaps, and just bringing in that
support and that assistance to really up the quality,
because we really believe in powerful
tools being at the center of any successful initiative. NATALIE TURVEY: I love what
Beatriz said about this is just the beginning. And we hope to
chat more about how you’re going to grow your
programs to the next level. We have a handful
of minutes, so I want to do the
quickest recap of some of the roundup of some of the
best practices we talked about. Partnerships, again,
are vital– we should have a t-shirt made–
working with policymakers, educators, the training
and ambassadorship with those teachers,
corporations, media organizations, video
influencers and creators that have, as Aaron said, that
built-in audience, but being selective about who
you’re working with, cultivating allies
and champions. Critical that you
go where audiences are consuming information. Mixed methods from everyone
seem to yield the most success– online, offline, contests,
and other engagement tools, and a layered approach to scale. Putting video content
in the ecosystem because it is easily
sharable, but making those assets attractive,
is critically important. So I just want to
thank our stellar panel for sharing their expertise
and their insights. You’ll have more time
in the last session to mob them and pick their
brains with questions. And we all hope to continue this
conversation at the cocktail reception tonight. Thanks to all of you.

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