The theme at this year’s Media That Matters conference, held last month, focused on how to measure the impact of social change films. A discussion that is incredibly important and relevant as measurement helps inform whether what we are doing is actually working.
However, tracking the impact of films or videos isn’t black and white or easy. Is it even possible, what data is meaningful and what indicators prove impact has taken place?
Some artists might reject the idea of measurement entirely, citing a story cannot be reduced to statistics. And to some degree I agree.
But what speakers at the conference pushed me to think about was the need to be accountable and responsible about the change we are claiming we make. Otherwise we can say our videos create impact but maybe they really don’t.