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{"@metadata": {"sourceLanguage": "en", "priorityLanguages": [], "allowOnlyPriorityLanguages": true, "description": "video in Test Rerun Course - Learn the skills Topics for Impact organizers need to run consistent, high-impact campaigns that invite new contributors, partners, and supporters to the movement. "}, "display_name": "Video", "subtitle-5040-6760-1": "Hi, it's", "subtitle-6760-12120-2": "Alex again, and I'm here to introduce you to Unit three.", "subtitle-12200-17120-3": "This unit is focused on identifying two parts of the audience for campaigns", "subtitle-17120-20360-4": "and campaign events, the contributors and the partners", "subtitle-20480-23040-5": "who you hope to activate as part of the campaign.", "subtitle-23040-26480-6": "Something that we've noticed in talking to campaign organizers", "subtitle-26480-27480-7": "throughout the movement", "subtitle-27480-32560-8": "is that if you don't have a really clear targeted audience, you don't know who", "subtitle-32640-36120-9": "you're trying to persuade and invite to the media movement.", "subtitle-36200-39200-10": "It can be very hard to have a successful campaign", "subtitle-39360-43560-11": "unlike a communications campaign by an organization like Greenpeace", "subtitle-43560-48120-12": "or the UN, who really just have a looser engagement style.", "subtitle-48120-52320-13": "They just want people to know about a topic or like a marketing campaign", "subtitle-52320-55880-14": "that just wants people who are interested in a topic we can.", "subtitle-55920-59600-15": "Media campaigns really require participants to do a lot.", "subtitle-59680-64280-16": "They have to go from, Oh, Wikipedia is worth editing on this topic.", "subtitle-64320-66400-17": "They have to have that conclusion.", "subtitle-66400-69920-18": "They have to edit Wikipedia or upload a photo or", "subtitle-69920-71480-19": "contribute to a wiki data, right?", "subtitle-71480-73800-20": "They have to do something more complex.", "subtitle-73800-77400-21": "And it's not just like signing a petition, which is really common", "subtitle-77400-80920-22": "and a lot of campaigning in like other spaces,", "subtitle-80920-82720-23": "like in the environmental movement.", "subtitle-82720-85800-24": "So I argue and I think for this unit", "subtitle-85800-89400-25": "we really want to explore how to do that.", "subtitle-89400-93640-26": "You need to create a deep understanding of the audience to understand exactly how", "subtitle-93640-97360-27": "you need to design a persuasive campaign that takes them from a,", "subtitle-97440-100800-28": "you know, learner, someone who's learning about Wikipedia", "subtitle-100880-103640-29": "to do or or Wikipedia", "subtitle-103640-107920-30": "or Wikipedia projects to a do or so to someone who can actually contribute", "subtitle-108000-110920-31": "during this unit, you're going to development consultant.", "subtitle-110920-115720-32": "This is a fictional profile for the audience of your target for the campaign.", "subtitle-115800-119960-33": "This fictional profile is very is going to be costumed in your context.", "subtitle-119960-124560-34": "And because it's fictional, it's it's a act of creativity.", "subtitle-124560-127840-35": "You have to invent this person. Once", "subtitle-127920-128720-36": "this persona", "subtitle-128720-132520-37": "will help you in your assignments for the next three units.", "subtitle-132520-137160-38": "When we next designed the kind of activation for the campaign", "subtitle-137240-141640-39": "and you start a grant application at five and six.", "subtitle-141720-147960-40": "So I hope that you spend a good amount of time thinking about your persona.", "subtitle-148040-151920-41": "Be creative, and we're going to have time in the live session", "subtitle-151920-156600-42": "for this unit to ask other organizers like how did they find an audience?", "subtitle-156680-157320-43": "So I hope you have."}
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