How USAID/E&E Is Telling Its Story

In 2012, USAID’s Europe & Eurasia Bureau (E&E) was preparing to start its close out of the majority of its health projects in the region after a 20-year engagement. The Bureau approached the Knowledge-Driven Microenterprise Development (KDMD) project with a request to capture the successes from the many health projects that have done so much for the region. It was decided that the Bureau would need a cost effective format that captured the successes in a way that incorporated stories directly from the participating Missions. A digital story format was chosen for this activity. In the following Lab Note, KDMD’s activity lead, Maciej Chmielewski, explains what a digital story is, why it was chosen, and how others can use this approach effectively.

Digital stories were pioneered in the early 1990s by artists and professional storytellers, merging physical art movements from earlier decades with the technology boom in the early 90s. This medium uses classical storytelling, via an audio narrative, laid over digital photographs or freeze frames. The purpose of a digital story is to convey a powerful message in a short period of time, with still images reinforcing the emotion of the narrative. Typically, digital stories are best suited to deliver a message in less than 10 minutes. This format is ideal when you want to showcase either an experience as told by one person, a single lesson learned from a long-term project, or simply to showcase visual images.

Keeping it local

For KDMD’s work with the E&E Bureau, cost-effectiveness was the main driver for the selection of the digital story format. We started by conducting interviews with various Development Outreach and Communications Officers (DOCs) in the Regional Missions and realized there was a wealth of knowledge and visuals that had already been captured. As we mapped out the timeline for the whole process, not only did we keep costs in mind, but we also utilized various technologies to streamline the process of working with multiple individuals in various countries without having to travel to the field. Using pre-existing materials bolstered USAID’s true ownership of the product.

Important lessons learned

The process was a learning experience for many involved, and useful lessons arose that will help USAID and the KDMD project refine its approach to digital stories in the future. The first phase of the activity involved interviewing stakeholders to determine key themes and messages. The KDMD team learned that recording these interviews was an important step in being able to refer back to them throughout production. Next, Mission staff and their partners sent all the electronic materials they had on hand relating to health projects they implemented. Materials included digital photos, videos, documentaries, news spots, briefs, brochures, Public Service Announcements, and other marketing materials. Then, while working on a basic script and storyboard, KDMD coordinated the assignment of sections to each stakeholder. Once the script and storyboard were approved, the final script was sent to each stakeholder so they could record the audio for their assigned section. Having these local stakeholders from the various Missions record the narrative was critical since it gives the story more authenticity and helps the listener to feel a personal connection to the region. For a similar reason, regionally appropriate music was selected to accompany each section. It’s important to set aside some time to look for music, as it is critical to get permission from the artist before deciding to use it. Using the electronic materials and the audio recordings, KDMD used Final Cut Pro to produce a preliminary version of the video. Several rounds of reviews with various stakeholders took place until a final version was approved. A communications plan was also developed ahead of time in order to strategically roll out the digital stories to achieve maximum impact.

A lasting impact

In the end, the stories mainly convey results and the steps taken to achieve those results. The entire process facilitated an important discussion with the Bureau on how best to refine its message and reflect on the big picture of its completed work. Since these messages were incorporated into an easily consumed format, which is also accessible around the world, other Missions or programs working on their own development strategies might use E&E’s experience as a guidepost for moving forward. The product makes use of existing material, which is much less costly than having to create it retroactively. For other teams that are nearing the completion of a project, activity, or initiative, E&E’s digital story model might inspire them to strategically plan how to capture and share their own lessons learned for the benefit of future programming.

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CLA in Action articles are intended to paint a more detailed picture of what collaborating, learning, and adapting (CLA) looks like in practice. Unlike other disciplines, CLA is not a technical "fix;" it looks different in different contexts. This series will showcase examples of intentional collaboration, systematic learning, and resourced adaptation, some of which you may find applicable to your own work. The case studies, blogs, and resources represented in this series document the real-world experiences of development practitioners experimenting with these approaches for the benefit of sharing what's possible.