Chapter 3 | For a Lasting Planet

Chapter 3

What is impact, really?

As the field grows and the word 'impact' becomes more and more common, there is a concerning trend on using the word as interchangeable for marketing, distribution and PR. It is important to note that while not all films or projects are 'impact', all films are projects have the potential to be 'impact'.

A quick search online says that:

In storytelling, 'impact' refers to the emotional, intellectual, or behavioural effect a story has on its audience. It’s about how a story resonates with people, influences their perceptions, inspires action, or sparks change. A powerful story can shift perspectives, create empathy, and drive movements.
In conservation, 'impact' typically refers to the measurable outcomes of conservation efforts. This could include improvements in biodiversity, habitat restoration, species recovery, community engagement, policy changes, or shifts in human behavior that contribute to environmental sustainability. Conservation impact is often assessed using data, indicators, and long-term monitoring.

Unfortunately, despite the great potential of ‘impact’ when used effectively, I often come across examples where the concept is misunderstood. For instance, a film screening in Canada intended to support a documentary about sustainable fishing practices in Namibia might be labeled as ‘impact.’ While such an event can help generate international awareness and even funding (if that is one of the goals), it does not directly address the on-the-ground issues the film highlights, such as unsustainable fishing practices and water pollution.

Moreover, this misunderstanding often extends to how impact is measured—such as reporting that “30,000 people watched the film in Canada” as an indicator of success. While reach is valuable, it is not the same as true impact, which should be measured by tangible changes in behaviour, knowledge, structures, or attitudes, particularly within the communities the film seeks to benefit.

The truth is, we have in our hands powerful tools to drive social and behavioural change, improve lives, and protect our natural world. Let’s be intentional and responsible in how we define and measure impact—ensuring that our efforts lead to meaningful, lasting change.

Reach

200.000 views on Netflix.

Impact

60% of local community members have started calling the lion guardians instead of engaging in lion retaliation after a cattle attack.

Where do we start?

To create meaningful impact through documentary filmmaking, it is crucial to establish a clear framework from the very beginning. One common challenge I often encounter is that impact is often treated as an afterthought—something added only toward the end, often as part of the marketing or distribution plan. However, the impact strategy—the core purpose behind creating the film—should be integrated from the outset. By doing so, we can ensure that formative research shapes the storyline, characters, messages, and strategies in a way that aligns with and supports ongoing conservation efforts. This thoughtful and intentional approach increases the likelihood of achieving genuine, lasting impact.

The first steps to start envisioning the impact you want to help achieve is to:

Understand the current and desired state of the world (see Chapter 1).
Understand and work with impact, communication, and behavioural goals.

Impact, communication and behavioural goals

One of my favourite things to do is identifying impact, communication and behavioural goals, and then crafting a robust monitoring and evaluation framework for them (Chapter 7). This process not only ensures that we are on the right track but also provides valuable insights into the effectiveness of our efforts.

Impact Goal: Ultimate change or result that the initiative intends to achieve. For instance, 'Lions and communities coexist in Ngorongoro contributing to re-establishing natural migration routes'.

Communication Goal: Focuses on what needs to be communicated and understood for behavioural change to happen. For instance, communities understand the value of lions in the ecosystem and how it benefits their livelihoods.

Behavioural Goal: Actions or changes in behaviour that the target audience is expected to exhibit. For instance, communities stop killing lions in retaliation to cattle attacks.

Notes from the field

There is an important distinction between goals and objectives that is worth noting. While the examples above illustrate goals, objectives are equally crucial to define in a strategy, as they provide scope and contextualize the impact.

Goals refer to the broader, overarching aim. They are typically general and long-term. In contrast, objectives are specific, measurable outcomes that contribute to achieving the broader goal. It’s important to recognize that under a single goal, there can be multiple objectives.

For example, let’s say the communication goal is to raise awareness about sustainable fishing practices. A corresponding communication objective could be to increase understanding of sustainable fishing practices among 30% of the audience within three months of the film’s release.

In a nutshell, impact goals are the highest-level, guiding the overall direction and purpose of an initiative. Communication goals support these goals by ensuring effective message delivery and engagement, while behavioural goals translate these efforts into measurable changes in audience behaviour. Effective strategic planning integrates all three levels to ensure alignment between the overarching impact goals, communication strategies, and the expected behavioural changes from the target audience. By defining clear and measurable objectives at each level, it becomes possible to evaluate the success of the initiative. Impact goals assess the overall effect on the community or audience, while communication and behavioural objectives provide specific metrics for measuring progress.

The example below has a mix of reach and impact numbers across impact, communication and behavioural goals can you tell the difference between them?

Local storytellers participated in the making of the film

23%

Local communities believe that practicing sustainable fishing will contribute to improve their livelihoods

Community screenings took place across three different hotspot regions

42%

Women are inspired to learn to fish in traditional dough-out canoes

83%

Increase in attendance at the following community meeting to discuss NRM

71%

Scientists acknowledge the positive contributions of local communities to the preservation of ecosystems