• 
  Available Results and Resources
  
  
• See the Storymercial
• See the guide: How to produce a storymercial on the KS Toolkit
• Read an article about the storymercial pilot project

“The storymercial will be a combination of video, audio and images.  At the heart of the storymercial is the story; the oldest most proven way humans learn and remember information.” – Helen Leitch, Project Leader

CGIAR Centers collectively spend about US$20M annually on communications aimed at:

• Increasing the likelihood that CGIAR research-based solutions for development will be adopted and used.
  
• Satisfying current donors that their investments have paid off and assisting them to build awareness of the issues within their constituencies.
  
• Increasing the likelihood that potential donors will want to contribute to CGIAR efforts. 

Despite this investment, which largely focuses on communications products and mechanisms (mostly print or web-based, and information-driven) to attract people to CGIAR knowledge, awareness of the Centers’ work and contribution to development is often low. 

Objectives
Since knowledge products with more mass appeal are needed, this project examined the role ‘storymercials’ (1.5 to 3 min video clips) can play to attract people (donors and partners) to knowledge, thus increasing the uptake of research outputs.  It also developed, applied and shared this innovative knowledge sharing approach across the CGIAR.

Lead Administrative Center
WorldFish Center

Project Leader
Helen Leitch, Director, Business Development and Communications, WorldFish Center

Project Status
Finalized