Briefly, two examples of encouraging and empowering individuals to tell the story of a mission in their own way, one from Afghanistan and the other from US Southern Command.
First up is Afghanistan with Why Afghanistan Matters. Run by NATO Joint Forces Command HQ at Brunssum, Netherlands, it asks NATO military members who are or were deployed to Afghanistan to answer the question why what NATO is doing in Afghanistan is important. The video must be under 3 minutes and candidates will be uploaded to the contest YouTube channel.
Second is SOUTHCOM. Adopting an idea from the private sector (possibly UPS or FedEx), the goal is to “Tell the SOUTHCOM Story through Video”. The Command is distributed Flip Video recorders with basic rules: under 3 minutes, no nudity and no profanity (and a few others). The top 3 will be posted on the Commander’s blog.
A shared attribute of both: neither was initiated by Public Affairs.
More on these later.