This quick-start guide to using video for social change was funded by the Bertha Foundation and was written by Mary Joyce (DoBigGood.com) and John Kennedy (PurpleStates.tv). This is version 1.4.
2. WHY USE VIDEO?
Video advocacy* is an important tool in the campaign
ecosystem. Of all media, video best approximates real
life. This realism creates an emotional connection with
the audience that motivates them to take action.
This primer will teach you how to use video to
motivate an audience to take action and create
change.
* Every word in italics is defined in the Glossary on p. 11.
Image:WITNESS
3. CONTENTS
1 Building a Strategy..........................4
2 Project Management.....................5
4 Production...........................................7
5 Strategic Distribution...................8
6 Measuring Impact............................9
3 Creating a Narrative.....................6
Glossary.........................................................11
Budget Example.............................................12
Appendices............................................10
Credits.......................................................20
In-Depth Case Study......................................14
Theory of Change..........................................15
Image: Flickr/LimpingFrog Productions
Release Form Example..................................13
4. The goal* of any advocacy video is to motivate an audience
to take action in support of a larger campaign goal.
What action
is needed
by your
campaign?
We are making a video that will inspire __________ (audience/s) to ____________ (action).
Because of this audience action, our campaign will be able to achieve _______ (campaign goal).
1 BUILDING A STRATEGY
Video
Strategy
Summary
Want to
learn
more?
Every word in italics
is defined in the
Glossary on p. 11
of this primer.
*
Start with your
video’s goal.
Which
audience
needs to
take that
action?
Now, write your
own strategy!
Fill out the Strategic Plan at http://impactguide.org/static/library/IFG_Worksheet.pdf.
Use the Video for Change Toolkit at http://toolkit.witness.org/
Examine the Theory of Change diagrams, starting on slide 15 of this primer.
Moreon
VideoStrategy
Case
Study
Landmines
in Senegal
This is a classic example of an advocacy video. The video persuades the audience to connect with a personal story and
to act on that person’s behalf. The video’s strategy could be stated as follows:
“We are making a video that will persuade the president of Senegal (audience) to fund health care for landmine
victims (action). Because of his action, our campaign will be able to achieve adequate victim health care
services (campaign goal).” (Video: http://hub.witness.org/en/AgainstTheTideOfHistory by RADDHO)
A politician?
Your supporters?
A funder?
Audience
Examples
Pass legislation?
Attend a rally?
Donate money?
Action
Examples
Now connect
audience
and action
to campaign
goal.
5. 2 PROJECT MANAGEMENT
Step 1
Assemble
your Team
It is easier to film
sensitive topics
with a small crew;
2 is the minimum.
Producer is the Project Manager (understands
video’s goal; schedules filming, set up, and interviews)
BasicTeam
Director is the Storyteller (sometimes also does the
filming and editing)
Cost
does not
determine a
video’s success.
You can shoot the
video on a camera
phone and can use
most computers
to edit.
If you do
want to hire
professionals,
here are the
costs.
Camera Person $500-$1000 per day (in the US)
Professional
Costs
Editor $500 or more per day (in the US)
Negotiate. They may reduce the fee for advocacy.
2 days filming
+
1 week editing
=
a 3-5 minute video
Step 2
Determine
the Budget
Step 3
Raise
Money
To fundraise outside
foundations, find
people or businesses
aligned with your
goals.
Check BRITDOC
Resources page
(link below) for
funders interested
in your cause.
Step 4
Manage
Time
You will need at least a
week to schedule the
2 days of filming.
Take time to know the
community you are filming.
We assume you are
knowledgeable and embedded.
Ceva de Spus had a defined audience and a call to action,
which led to a successful campaign and measurable results.
Campaign Goal Accessibility for Romanians with disabilities
Audience 1) Bus drivers; 2) government officials
Action 1) Stop for people with disabilities; 2) Make
government buildings accessible to people with disabilities.
Team Staff of the disability self-advocacy
NGO Ceva de Spus (Something to Say)
Budget $400 USD
Time 2 days of editing for a 4-minute video
Video youtube.com/watch?v=YMSdOj9ecIw
Find funders on BRITDOC’s Resources page at britdoc.org/resources/
Moreon
Management
Ceva de Spus won 1st prize at the
2015 Health Rights Online Film Festival.
CaseStudy
Accessibility!
Read guide Videoactive Girls: videovolunteers.org/wp-content/uploads/
2009/09/Toolkit-Prepared-by-Video-Volunteers-for-Videoactive-Girls-
project-of-Global-Fund-for-Children.pdf
6. 3 CREATING A NARRATIVE
The message is
what the video
tells the audience
to motivate
them to act.
What
motivates
your
audience
to act?
Technocrat wants facts, statistics, data, evidence.
Partisan wants to see how it benefits their group.
Empath is moved by emotions: tragedy, injustice, hope.
AudienceMotivations
Most of us have multiple motivations.
What
message
will speak
to that
motivation?
Technocrat “The data shows that X
treatment is effective.”
Partisan “Your political allies and supporters
are in favor if funding X treatment.”
MessageExamples
Empath “Without X treatment, people suffer.”
The story
makes an
emotional
argument
for action.
The call to action
asks the audience to
become part of the
story.
How movies use the Hero’s
Journey to create stories:
vimeo.com/140767141
Moreon
Narrative
Storytelling chapter from
Video for Change e-book:
library.witness.org/product/
video-change-book/
No Talking Heads Film those
directly affected, not your staff
Get Out of the Office Go where
injustice is happening.
FinalTips
De-CenterYourself Let those
directly affected speak.
CaseStudy
TogetherforBernieSanders
Advocacy videos are useful on small focused campaigns
and national ones. This 2015 video asked people to help
Bernie Sanders in his quest for the presidency.
Campaign Goal Bernie Sanders elected President
Audience Empath US voters motivated by a desire to
connect with their fellow citizens
Message If you want a united country, vote for Bernie
Sanders
Story Bernie Sander is succeeding as the hero of a
quest to unite America, but he needs your vote to win
the election and complete his quest.
Call to Action “Vote together”
Video: vimeo.com/153640576 by HUMAN
The video conveys the
“together” message by
uniting torn pictures of
Americans faces.
Beginning Hero is introduced and
starts quest.
Middle Hero faces obstacle.
TheHero’sJourney
End Audience asked to help hero
conquer obstacle & complete quest.
One type
of story
is called
the
“Hero’s
Journey.”
Politician “Fund Treatment Now!”
Supporter “Call your MP now to
demand treatment funding.”
Donor “Donate now!”
CallstoAction
7. 4 PRODUCTION
Decide who will
do the work.
Decide
Strategy
Create
Narrative
Pre-
Production
Production
Post-
Production
Distribute
Video
Evaluate
Impact
Option 1
Hire a Media Firm
Your Work Their Work Your Work
Your Work
Your Work
Their Work Your Work
Their Work
1 2 3 4 5 6 7
Option 2
Hire a Director
Option 3
Partner with a
Documentarian
Option 4
Do It Yourself
Video
Advocacy
Process
Understand Safety & Security at library.witness.org/product/safety-security/
Learn more about the Three Stages of Every Project at thevideoeffect.tv/
2013/06/26/video-pre-production-and-post-production/
Moreon
Production
Dig deep into the Video Production Archive at library.witness.org/product-tag/
video-production/
You
Documentary director Dara Kell and Socio-
Economic Rights Institute of South Africa (SERI)
combined their expertise and knowledge to
create a series of videos.
Option Hire a Director (#2)
Goal Engage marginalized communities in
SERI’s litigation work
Division of Work SERI staff identified the
video goal. Dara helped with strategy and
made the video.
Video youtube.com/watch?v=Jp708AxzTdI
Case Study
Widows of Marikana
High quality,
high control
High quality,
less control
High quality,
least control
Lowest quality,
highest control
Ensure
the physical &
emotional safety
of all participants.
Who Filmmaker, NGO, distributor, those
who appear in & are represented by the film
When Risk exists during filming & editing, as
well as after distribution.
RiskAssessment
BasicConsiderations
What Risk means retaliation, backlash, re-
victimization, & other possible harms Reduce risks
& obtain
informed
consent (see
form, p. 11)
8. 5 STRATEGIC DISTRIBUTION
Now, show
your video
to your
audience.
You
already
know who
they are.
The President of Senegal
American empath voters
Users of Change.org (see case study)
Audience
Examples
In order to reach your
audience, you will need
to build relationships
with distribution partners.
Reached byAudience
DistributionMethodExamples
Partner+ =
Embed video on page of ally
website; send invitation to watch
video to their email list
Live screening at their office
News report by localTV station
Live screening at the
village church
Relationships built at the start of
video creation will help with
distribution at the end.
Start reaching out to partners now!
Villagers in a
rural area
CaseStudy
IndianRailwaysBlindtoDisability
Journalist at the
TV station
Wanting a video to “go viral” onYouTube is not a
sufficient strategy. Who needs to see the video?
How do you want them to act to create change?
Campaign Goal Build a footbridge at a train
station to protect blind users from injury.
Audience Empath citizens who take action
online + empath rail officials who can fund the
building of the footbridge
Reached by Uploaded toYouTube + embedded
on UnheardIndia website + linked to in
Change.org petition + live screening for railway
officials
Outcome Railway officials agreed to build a
footbridge.
Video + More Info www.v4c.org/en/video-
volunteers-impact-case-study by A. Lalzare.
A Railway Manager (see case study)
Want more suggestions about distributing your video strategically?
Read the Impact Distribution section of impactguide.org/evaluating/evaluation-toolbox/
See many Distribution Pathways at http://impactguide.org/static/images/distribution.png
Read the Hybrid Distribution Guide at v4c.org/en/content/hybrid-distribution-guide
Moreon
Distribution
Politician’s staff
Church pastor
Politician
Likely attendees to
your protest march
Other NGO’s
working on your
issue
Residents
of X city
9. 6 MEASURING IMPACT
Measuring impact
means documenting
the action taken
by the audience
after watching
the video.
ActionAudience Metric=
Agree to sponsor a
human rights bill
Recycle
Sign up for a legal
services consultation
Villagers in a
rural area
Number of sign-ups
Tons of recycling
+
Agreement
Donate
Supporters of your
organization
Quantity of
money raised
ComparisonExamples
Metric
Number of
sign-ups
Tons of
recycling
+
Do we raise more money when
we embed a video on the page?
Quantity of
money raised
Question for Future Action
Did more people sign up for help
when we screened a video first?
Did the news coverage convince
more people to recycle?
Comparison=
Money raised on the page in 1
month, with &. without a video
Sign-ups with & without a video
screening at the event
Tons of recycling in month
before & after the broadcast
Most metrics
are only useful
in guiding
future action
when they are
evaluated
comparatively.
Audience action
is the goal of any
advocacy video
Measuring action
= measuring
goal achievement
CaseStudy
KONY2012
The KONY 2012 viral video is criticized for gaining 100+ million views, but not leading to the
arrest of Joseph Kony, and for speaking for Ugandans, removing their agency. The video
highlights that views ≠ change.
Campaign Goal Arrest Ugandan warlord Joseph Kony
Audience Empath young Americans
Action Buy and use action kit + sign pledge + donate
Metrics Arrest Kony (+ action kit sales/use + $ raised)
Impact Substantial donations and views, Kony still at large.
Video www.youtube.com/watch?v=Y4MnpzG5Sqc
Use the Evaluation Toolbox at http://impactguide.org/
evaluating/evaluation-toolbox/
Moreon
MeasuringImpact
Read this post on Creating and Measuring Social Impact
at v4c.org/en/video-change-working-paper-creating-and-
measuring-social-impact
Politician
Residents
of X city
The
metric
is the
unit of
measure
of that
action.
MetricExamples
11. VIDEO ADVOCACY GLOSSARY
• ActionTask or activity undertaken in furtherance of a goal
• Advocacy Promotion of an action or policy to benefit a
population or person whose interests are not being met
• Audience Intended viewer(s)
• Call to Action Words that incite the audience to urgently
undertake an activity
• Campaign Series of actions undertaken to achieve a goal
• Content Information and ideas expressed through a medium,
such as words or images
• Distribution Partner An individual or organization who,
through their own connections to your audience, helps you
show your video to that audience
• Empath Person who is able to perceive the emotional state of
another person and who is moved to take action based on that
other person’s emotional state
• Goal Desired outcome
• Hero Character at the center of a story; the protagonist
•Impact Change made to a situation or context*
•Informed Consent Permission given to undertake an activity
with understanding of the possible consequences
• Message Underlying persuasive content of a piece of media,
usually not explicitly stated
•Metric Unit of measurement
• Motivation Reasons for taking action
• Narrative Account of connected events
• Partisan Strong supporter of a particular group or cause, often
to the exclusion of concern for other groups or causes
• PersuasionThe art of convincing someone to do something
• Post-Production Final phase of video creation, which begins
after all the footage has been captured. Includes editing the
• footage in a way that effectively tells the story. Other tasks
include adding titles, subtitles, graphics, music, color correction
and effects. **
• Pre-ProductionThe phase of a video project where all the
planning takes place before the cameras roll. This work
includes casting (selecting hero), storyboarding, script-writing,
and scouting locations.**
• ProductionThis phase begins once the footage is recorded.
During the production process you will work out the lighting
requirements, framing and composition. **
• Quest Long and difficult search for the solution to a problem
• Strategy Plan of actions undertaken to achieve a goal
• Story Account of connected events told for the purpose
entertaining - or otherwise emotionally engaging - an audience
• Tactic Action undertaken to achieve a goal
• Technocrat Person with analytical skills and knowledge who
relies on that expertise over emotions or group affiliation when
making decisions, particularly decisions of an official nature
• Video Recording of moving images
• Video Advocacy Use of a recording of moving images to
convince an audience to take an action that will benefit a
population or person whose interests are not being met
• Viral Spreading rapidly from one person to another, as when a
disease is transmitted among infected people
* Source: Video for Change (www.v4c.org)
** Source: The Video Effect (www.thevideoeffect.tv)
12. VIDEO BUDGET EXAMPLE*
*Budget courtesy of NMAP
Staff & Benefits
Staff, Payroll Taxes, Benefits $12,000.00
Staff & Benefits Total $12,000.00
Contractors
Contractors - Shooting (5 days @ 400/day) $2,000.00
Contractors - Field Audio/Production Assistance (5 days @
$250/day)
$1,250.00
Contractors - Editing (12 days @ $400/day) $4,800.00
Music - Licensing / Composition $500.00
Transcription and Translation $2,000.00
Graphics $1,000.00
Contractors Total $11,550.00
Travel
Airfare (2 staff members @ $1000 + baggage) $2,400.00
Food, Lodging (3 staff + creatives x 5 days @ $250/diem) $3,750.00
Local Transport $350.00
Travel Costs Total $6,500.00
Equipment and Capital Expenditure
Camera Equipment (Rentals @$150/shoot day) $750.00
Storage/Hard Drives $600.00
Total Equipment and Capital Expenditure: $1,350.00
Direct Costs Total $31,400.00
Indirect Costs
Indirect Costs (Rent,Accounting, Audit, Insurance, Supplies,
Utilities, Postage, etc.) 12% of budget
$3,600.00
Indirect Costs Total $3,600.00
Budget Total $35,000.00
Section title
(Use color to make
budget easy to read.)
Description of
good or service
Section sub-total
Cost of good
or service
Words go on
the left.
Direct cost of
making the video
Indirect
administrative
costs (overhead)
Numbers go on
the right.
Total cost of the
video project
(Brightest color
because this is the most
important info.)
13. RELEASE FORM EXAMPLE*
*Form courtesy of WITNESS
Link: library.witness.org/product/informed-consent-template/
Checklist for Personal Informed Consent and Release
Name
of
Interviewee:
_____________________
Name
of
Producer(s):
_____________________
Date:
_________________
Par$cipa$on
in
Interview
☐
I
am
18
years
old
or
older
(If
under
18,
obtain
addi2onal
consent
from
legal
guardian).
☐
I
understand
who
is
interviewing
me,
and
why
I
am
being
interviewed
(Ask
interviewee
to
explain
in
his
or
her
own
words).
☐
My
parCcipaCon
in
this
interview
is
voluntary.
I
understand
that
there
are
no
repercussions
for
refusing
to
parCcipate.
☐
I
understand
that
I
can
stop
this
recording
and
interview
at
any
Cme,
and
that
I
can
refuse
to
answer
any
quesCon.
Restric$ons
☐
I
understand
that
I
am
free
to
set
restricCons
on
the
filming,
recording,
and
use
of
this
interview.
☐
I
consent
to
the
filming,
recording,
and
use
of
my
face/image.
(☐
I
do
not
consent
to
the
filming,
recording,
and
use
of
my
face/image).
☐
I
consent
to
the
filming,
recording
and
use
of
my
voice.
(☐
I
do
not
consent
to
the
filming,
recording
and
use
of
my
voice).
☐
I
consent
to
the
use
of
my
full
name.
(☐
I
do
not
consent
to
the
use
of
my
full
name).
☐
I
hereby
declare
the
following
further
restricCons
on
the
use
of
these
recordings:
__________________________________________________________________________________________________________
__________________________________________________________________________________________________________
☐
I
understand
that
if
circumstances
change
and
I
need
to
rescind
consent,
I
must
contact
the
Producers,
who
will
abide
by
my
request
to
the
extent
possible.
Usage
☐
I
understand
that
use
can
mean
reproducCon,
exhibiCon,
broadcast,
and
archiving,
in
whole
or
in
part,
in
any
media
now
known
or
hereaJer
to
come
into
existence,
throughout
the
world.
I
understand
that
examples
of
use
include
broadcast
on
television,
posCng
on
the
Internet,
exhibiCon
at
public
screenings,
inclusion
in
reports
and
legal
cases,
and
long-‐term
retenCon
and
accessibility
in
an
archive.
☐
I
consent
to
the
use
of
these
recordings
in
the
video
advocacy
project,
_________________________,
abiding
by
the
restricCons
set
out
here.
☐
I
consent
to
the
Producers’
use
of
these
recordings
for
other
purposes
now
and
any
Cme
in
the
future,
in
a
manner
consistent
with
the
Statement
of
Intent
on
Video
Usage,
which
includes
abiding
by
the
restricCons
set
out
here.
☐
I
consent
to
allowing
the
Producers
to
license
or
assign
the
rights
to
these
recordings
to
third
parCes,
in
a
manner
consistent
with
the
Statement
of
Intent
on
Video
Usage,
which
includes
abiding
by
the
restricCons
set
out
here.
☐
I
understand
that
due
to
the
nature
of
digital
recordings,
there
is
a
risk
that
anyone
may
obtain,
view,
and
re-‐use
copies
of
these
recordings,
and
the
restricted
informa$on
contained
in
them,
without
my
permission
or
the
permission
of
the
Producers
or
their
licensees.
Producer
Signed:
______________________
Signed:
_______________________
Name:
_______________________
Name:
________________________
OrganizaCon:
_________________
OrganizaCon:
___________________
Date:
________________________
Date:_________________________
Consent to be
interviewed
Restrictions on what
can and cannot be
recorded from that
interview
Consent to use the
video recording of
the interview
Both participant and
filmmaker sign
Consent is only meaningful when
it is possible to deny consent.
14. IN-DEPTH CASE STUDY
THE WIDOWS OF MARIKANA
What is the video? Bertha Justice Initiative partner Socio-
Economic RightsInstitute of South Africa (SERI) collaborated with
Sleeping Giant Films to produce a series of videos. One is called
Imbokodo: The Widows of Marikana. That video documents the
experiences of the families of miners killed in the struggle for a
living wage at Marikana, South Africa, on August 16th, 2012.
What is the video link? youtube.com/watch?v=Jp708AxzTdI
Who made the video? Dara Kell, who is also director of the
documentary Dear Mandela.
Who was the project manager? The video project was jointly
managed by Dara, Stuart Wilson (Executive Director of SERI),
and Nomzamo Zondo (Director of Litigation for SERI).
Who created the strategy? Dara used knowledge gained during
outreach and screenings of Dear Mandela to define the audience
and the goals of the videos.
Who was the audience of the video? The primary audience for
the video is the communities most affected by these health rights
and civil rights issues. The videos were brought to a number of
rural communities to be screened directly to this audience. The
videos were also shared with civil society, young lawyers, and
media groups.
What action did you want from those who watched the video?
The aim was for the audience 1) to know their rights, 2) to
understand their rights when engaging lawyers, and 3) to become
engaged in the struggle for justice.
What was your theory of change? The campaign goal was to
increase participation of marginalized communities in South
Africa that SERI serves in civil rights litigation. The video goal was
to show these stories to the marginalized communities. We
hoped the video would persuade these communities to see that
they have power and access to rights defined in the constitution.
The impact for SERI would be to see more individuals from these
communities become engaged in legal proceedings.
How much did the video cost?
$37,900 for 4 short documentary-
style advocacy videos.
How did you raise the funds?
We received a Bertha Foundation
Media Opportunity grant.
How did SERI find a director? Stuart Wilson was a lawyer
involved in the Dear Mandela documentary, made by Dara.
How did Dara and SERI work together? (i.e., who set the goal
and content of the video? How did they reach these decisions?)
Stuart Wilson and Nomzamo Zondo had a clear goal for the
story and knew the best storytellers. Dara was left in charge of
the filming. The SERI team gave feedback and notes to Dara.
Did you do an impact study? SERI and Dara are starting an
impact study in August of this year.
17. TuberculosisTreatment in East Africa
Patients who are delinquent in taking theirTB medication are unjustly sent to prison, instead of treatment centers.
Start here.
Campaign
Goal
The goal is that TB patients who
a r e d e l i n q u e n t o n t h e i r
medications are sent to treatment
centers, not to prison.
Video
Goal
Magistrates who see the video
subsequently sentence patients to
treatment centers, instead of
prison.
Audience
Action
One of the magistrates said it
influenced her thinking, but it’s
unclear if sentencing practices
changed.
Magistrates
have control
over
sentencing.
Video
screened for
magistrates.
Since we don’t know if sentencing
practices changed, we also don’t know
if the video benefited the campaign.
MaryJoyce,2016
BASIC MODEL EXAMPLE
18. Campaign
Goal
Desired benefit for
Marginalized
Population
Video
Goal
desired effect on
Audience
Impact of
Video
realized effect on
Audience
Impact on
Campaign
realized benefit for
Marginalized
Population
Audience
sees video
Desired
Realized
Marginalized
Population
Audience
C a m p a i g n
identifies an
audience that
can benefit
the population
A u d i e n c e
takes action
End evaluation here.
Goal-SettingEvaluation
Campaign Video
Evaluate whether
video benefited
population
Start goal-setting here.
MaryJoyce,2016
ADVANCED MODEL
19. Desired
Realized
Population:
Delinquent
TB Patients
Audience:
Magistrates
Campaign
Goal
TB patients who are
delinquent on their
medications are sent to
t re a t m e n t c e n t e r s
instead of prisons.
Video
Goal
Magistrates who see the
v i d e o s u b s e q u e n t l y
sentence patients to
treatment centers instead
of prison.
Impact
of Video on
Audience
A single magistrate “admitted to
having learnt something new
that would assist her... to ensure
that the public health is not put
at risk.”*
Impact
of Audience Action on
Campaign
? (NGO provided no evidence as to
whether sentencing rates actually
changed.)
*Text from a 2015 grantee report; anonymized to protect the privacy of the NGO
M a g i s t r a t e s
have control
over sentencing
U n c l e a r
w h e t h e r
magistrates
c h a n g e d
sentencing
practices
Video screened
for magistrates
Unclear if video
actually helped
patients
Start here.
MaryJoyce,2016
TuberculosisTreatment in East Africa
Patients who are delinquent in taking theirTB medication are unjustly sent to prison, instead of treatment centers.
ADVANCED MODEL EXAMPLE
20. CREDITS
We would like to thank these Bertha Foundation partners for
their input into the creation of this primer:
•Adam Stofsky, New Media Advocacy Project
•Jessica Mayberry, VideoVolunteers
•Andrew Lowenthal, EngageMedia
•Priscila Neri and the team at WITNESS
We would also like to thank these Bertha Foundation partners
for their input on the needs assessment:
•Stuart Wilson, Socio-Economic Rights Institute of South Africa
•Jennifer Gibson, Reprieve
•Brian Concannon, Institute for Justice and Democracy in Haiti
•Anabel Bermejo Bragado, European Center for Constitutional
and Human Rights
•Shahzad Akbar, The Foundation for Fundamental Rights
•Romel Bagares, CenterLaw
Image: WITNESS
21. THANK YOU!
Mary Joyce | Analysis + Design + Content
mary@dobiggood.com
John Kennedy | Project Management + Outreach + Interviews + Content
5050john@gmail.comIMPACT
Findings
1
THANK YOU!
t@maryjoyce.com!
ysis, Findings and Recommendations, InformationVisualization and Models
ction Analysis | 505050john@gmail.com
Mary Joyce | contact@maryjoyce.com
Video Strategy Analysis, Findings and R
Image: LifeMosaic