Tell Our Story

Educating the Storytellers of Tomorrow
Campaign Driven NGO
Connecting Brands with Video Storytellers
Bridging the Diversity Gap in Social Marketing

STEM impacts education and job opportunities for
Minorities in Science, Technology, Engineering and Math.

#YesWeCode and #SheCanCode impacts education
and job opportunities for minorities coding.

Rapidly growing, in-demand industries are ripe
opportunities to open doors for minorities.

But one of the fastest growing and most influential fields
that effects what we believe, the choices we make and
who's voice is heard…is the online-marketing field.

If we do not effect what we see in media and on-line,
our voices will continue to go unheard. Our faces unseen.

If we are not employed in creative positions, we will always
have our opinions filtered through the views of others or not
at all.

We intend to provide a powerful platform for education in
social marketing and storytelling for people of color.

#TellOurStory

The danger of a single story is
it becomes the next stereotype

#TellOurStory

The Reality and the Disparity

9% Only One Story is Being Told

Media and Online Marketing Representation
Only 9% Gender/Culturally Diversity

91%

Online Marketing Diversity Failure

Stock images have a huge diversity It’s pretty clear that stock imagery’s The lack of diversity in stock It’s up to us to use our design/
problem. It isn’t just that it’s difficult to diversity problem mirrors our photography isn’t just an image storytelling powers for the greater
find the right physical attributes; it’s society’s larger problems with problem or a business problem; good—to shine light on all aspects
that the images found only depict one inclusion. Free stock images can be a it’s a cultural problem and we of the human experience,
narrow aspect of diversity, and often great resource, but if an organization need to help people think particularly the darkest corners where
do so in absurd or disrespectful ways. truly values diversity they need to differently, and one of the understanding can lead to real, positive
step-up with the budget to help biggest ways to do that is to change.
designers depict it more change the visuals we’re using
authentically. so they better reflect the
diverse lives we live.

Using the Super Bowl As an Example
to Highlight Lack of Diversity in Media

Out of 111M viewers
12.5M where black,10M latin

and 51.2M female.

Despite the overwhelming diversity In 2011 there were In 2010 there were
of Super Bowl viewers, 94% male, 6% ZERO black,
female (and 7% latin or asian
the advertising industry continues overall people of
to turn a blind eye to both creative color) Creative Directors

and on-camera diversity.

You Don’t Know Me
Just By Looking At Me

#TellOurStory

?! DOESN’T ADD UP

90%+ Creative Agencies owned by non-minorities
90%+ Creative Directors are non-minorities
90%+ Casting in ads are non-minorities
But minorities have the largest combined buying power

NEW CHALLENGE FOR BRANDS

The majority-minority population represents critical challenges for brands. But this
movement is also a big opportunity for marketers who can engage, market and
tell their stories in a way that resonates with the new racial reality.

Instead of speaking to a specific ethnic group, we want to speak more broadly to
a multilingual, multiethnic viewer. Brands should note that resorting to “tokenism”
won’t cut it. This new generation grew up with an increasingly diverse population
— a diverse circle of friends but no one is accurately reflecting that.

VIDEO IS THE GREATEST TOOL
TO CLOSE THE GAP ON
MEDIA DIVERSITY ONLINE

#TellOurStory Why Online Video is the
Future of Social Marketing

Social video is the next biggest evolution of video and
video marketing. Facebook’s native video player is
already competing against YouTube as a go-to video
hosting and sharing platform. Twitter, Vine, Instagram,
Tumblr, and others are also vying for video space.

SOCIAL + MOBILE
• Display advertising will all give way to video.
• Both advertising and content marketing will shift more

towards video content.
• B2B and B2C will both be impacted by video marketing.
• Programming content will become more targeted, more

personalized, and more interactive.
• Video is continuing to evolve but the coming years will see an

explosive growth of video that offers new opportunities for
marketers across the globe.

Power of Video Storytelling

MILLENNIALS

BRANDS WANT MILLENNIALS
AND MILLENNIALS WANT VIDEO FROM BRANDS

• 1 in 2 will read an email if it has a video
• 6 in 10 prefer a company video to reading information
• About 50% exclusively watch videos on their phone
• 76% follow companies or brands on YouTube
• 84% follow brands on Facebook
• 50% follow brands on Twitter
• 150% more likely to comparison shop via video while in store
• 4 in 5 use video as research to buy
• 75% use video for comparison shopping
• 7 in 10 find video helpful post purchase
• 7 in 10 are likely to watch a company video while shopping online

Your Brain on Video Storytelling

92% 90% 60x

of consumers want brands to retention watching video Faster
make ads that feel like a story vs
rate at which the brain
less than 10% reading text processes images in
comparison to words

Neural coupling: a story activates parts of
the brain that turns the story into their own

ideas and experiences

Dopamine: the brain releases dopamine into Cortex Activity: a well told story Stories effect how we see
the system when it experiences an emotionally- can engage many additional areas, ourselves, how others treat
us and what we believe is
charged video, including the motor cortex, possible but 92%
making it easier to remember and with more sensory cortex and frontal cortex. of media doesn’t
include us.
accuracy

WHAT WE DO

Connect Brands with Video Storytellers

• We intend to increase high-quality/high-engagement video assets online featuring people of color
• We intend to increase the number of people of color video-storytellers to close the gap in creative agencies and

digital marketing
• We intend to educate and support brands on how to reflect the stories and life of people of color

HOW DO WE DO IT

Bridge the gap of people of color digital marketing

1. Provide a free education platform and local community training for people of color storytellers to learn short-form
storytelling for digital marketing

2. Engage marketers (in corporate, small business and creative agencies) to reflect people of color
3. Work with corporations and small business to ascertain people of colors’ interests and needs
4. Run campaigns and build the future for people of color trained for employment in creative agencies and digital

marketing positions
5. Reach consumers

THE CAMPAIGNS

No One Should Be Defined
Only Heard and Understood

#TellOurStory

Campaigns Sponsored Example
By

Online Online
Video Video
Campaigns Campaigns

Education Supported Example
By

Tell Our Story intends to Community Of New
support educating people of Storytellers
color in media storytelling
and online marketing to
create the future visuals and
narratives online.

Education will run in cycles
year-around and campaigns
will run every quarter.

BRAND BENEFITS

Brand Challenges

Customers, Healthcare, Technology and Environmental
industries are growing fast and desperately in need of
how to engage people of color.
Brands in all sectors are looking how to effectively
market to people of color.
We support the community to work with the brands to
engage, educate and gain valuable content from diverse
cultures.

TELL OUR STORY

TELL OUR STORY

Founded by Audrey Cavenecia

Companies: Infidea Agency and Colorful Media

Upcoming media channels: Fempire Channel, ChinawoodTV

Notable clients: Genentech, Larry Ellison (Hawaii island, restaurants, marketing,
branding and video storytelling)

Strategic partners: Alibaba, Flagship, Geena Davis Institute, America Innovates,
UN

Audrey advises disruptive visionary startups, billionaires, and non-profit organizations on
video marketing through short-form storytelling — as well as community-building
partnerships.


Infidea Agency has bridged diversity for brands, created powerful narratives for
customers, changed views of critical partners and helped raise over 50 million dollars for
both for profit and non-profit organizations.


Diversity is one of the top three focuses for brands committed to growth. Brands need
agencies on the front line representing the communities they want to penetrate in
partnership with a non-profit effort that will grow the pool of talent, narratives and loyalty
within the various communities that make up our society.


“Audrey doesn’t just think branding; she creates movements.” - Adam Stagliano, Chief
International Strategy Officer TBWA/CHIAT/Day