Strategy

I envision a future where seeking to understand strangers is the normal thing everyone does. Not having close friendships with people from other backgrounds is unusual. When grandpa says it shows weakness to acknowledge an opponent’s point of view, the kids think he’s old-fashioned. 

We can make understanding others a routine, pleasant feature of modern life. 

Goal

When people encounter others who are different and feel mistrust, I want them to feel curiosity instead. I am using CREATIVE CONTENT + SOCIAL CHANGE STRATEGY to make the discovery of other people’s worlds more accessible and empowering. 

Content + Engagement

Good content doesn’t tell people what to think. I create media that opens a door to new perspectives with consideration of viewers’ world views. 

    • The CONTENT is one layer of impact. It educates, inspires, and reveals simple ways viewers can use their gifts for positive change.
    • The ENGAGEMENT is a second layer. From my background in social change strategy, I use the engagement created by the content to spark new initiatives offline that grow and ripple on their own. 

Sample Content:

Iraq in Los Angeles

  • VIDEO: (03:38) - Documents an activity in a public space offering free sodas as a visual comparison to the lethal gas canisters killing Iraqi civilians.
  • PLATFORM: Facebook, YouTube, LinkedIn
  • AUDIENCE: Iraqis, Iraqi-Americans, Americans (non-Iraqi)
  • OBJECTIVES: 1) Give Iraqis and Iraqi-Americans hope, that they are not alone facing the crisis. 2) Give Iraqis an idea about American views/reactions to the crisis in Iraq. 3) Raise awareness among non-Iraqi Americans about the crisis.
  • STRATEGY 1 (Content):Viewers share and benefit from watching the video
  • STRATEGY 2 (Community Engagement): Original meme holding a soda can against your head (#IraqiSodaChallenge) is a Call-to-Action that creates a ripple effect
  • RESULTS: Over 900K views and 18K shares on Facebook. #IraqiSodaChallenge meme gained 10K+ unique user posts on Instagram, numerous new videos filmed by Iraqi protesters in Baghdad, and countless replications on every social media platform.

Level-Up Impact

I am working to fund my bridge-building content and engagement full time. Each social media platform is listed below, including:

  • Audience
  • Content style
  • Output volume (funded or unfunded)

Content Styles

  • CREATIVE:   Highly produced, free form, artistic and experimental techniques
  • EDUCATIONAL:  Highly produced, instructional formats, presentation of ideas and information
  • VÉRITÉ:  Moderately produced, documentary-style, non-fiction footage of real people and events
  • VLOG:  Minimally produced, often self-shot, behind-the-scenes of John’s work and life

YouTube

Channel: John Filson

Long-term, this will be the home for long-form original videos (3 mins or more), all styles. General audience, Arabic and English-speaking. 

Unfunded: Weekly or bi-weekly original videos.

Funded: Weekly original videos. Long term: will be primary home for long-form original videos. 

Facebook

Page: @filsonpeace

Focus on mid- to upper ages, mostly Arabic-speaking. Mid-length videos (3 mins), stories, photos, shares, events. Creative, Vérité, Vlog styles.

Unfunded: Weekly or bi-weekly original videos, occasional shares.

Funded: Daily posts: stories, photos, shares, events. Weekly mid-length videos.

Instagram

Account: john_filson

Behind-the-scenes of John’s work and life. Young to mid ages, English + Arabic. Photos, stories, 1-min videos (longer on IGTV). Vérité, Vlog styles.

Unfunded: Occasional posts (photos). 

Funded: Daily posts (photos, stories, videos, IGTV

LinkedIn

Profile: John Filson

Engagement with professionals and organizations. English-speaking. Videos, written articles, photos and shares. All styles.

Unfunded: Occasional videos and articles.

Funded: Bi-weekly original videos. Bi-weekly written articles. Weekly or more shares. 

Podcast

Coming soon

Deeper dive into people and topics. Long-form (20-40 mins) audio-only. English-speaking general audience. Interview-based. Features impactful individuals and stories.

Unfunded: None.

Funded: Bi-weekly episodes.

TikTok

Coming soon

Fun and inspiring content for the next generation. Short-form mobile videos. Creative and Vlog styles. 

Unfunded: None.

Funded: Weekly original videos. Weekly or more shares.

Bitnami