What’s not to “like”? Measuring digital campaigning impact. Lina Srivastava, Creative Impact and Experience Lab (CIEL)
In a world of “likes,” impressions, and up votes, what can you rely on to tell you if your campaign or project has actually led to change? This lightning talk will dive into ways to evaluate your culture change projects.
The impact of cultural change projects – whether social media campaigns, documentary films, journalism, or the like – is often difficult to measure. There is a great opportunity to use cultural assets for culture shift and direct impact in the realm of rights, development, and social impact generally, but the role of media and culture is often misunderstood and therefore misapplied because of unrealistic expectations and short-term metrics. Monitoring and evaluation required by donors often focuses on reach, rather than influence, shift, or actual programmatic impact. In this lightning talk, we will examine the use of culture and narrative as strategic drivers of impact and explore the pros and cons of quantitative and qualitative impact metrics for cultural interventions.
Lina Srivastava, Lina Srivastava is a social innovation strategist, working at the intersection of social action, interactive media, and narrative design. She is the founder of CIEL | Creative Impact and Experience Lab, a social innovation strategy group in New York City. The former Executive Director of Kids with Cameras, and the Association of Video and Filmmakers, Lina has has worked on strategic project design with organizations such as UNICEF, UNESCO, the World Bank, and the AARP. Lina has been involved in social engagement campaigns for several award-winning documentaries, including Oscar-winning Born into Brothels, Oscar-winning Inocente, and Sundance-award winning Who Is Dayani Cristal?. She is on faculty in the Masters of Fine Arts Program in Design and Social Innovation at the School of Visual Arts. Lina is a Fulbright Specialist candidate, on the US State Department’s American Film Showcase roster, a Rockwood Institute/JustFilms Fellow, a recipient of a Rockefeller Foundation leadership grant, a Civic Hall Labs Fellow, a Boehm Media Fellow, and a Fellow of the Royal Society of Arts. Lina is a graduate of New York University School of Law.