From the Other Side
Dir.
Iván Guarnizo
|
Colombia-en
|
2016
|
83 min
|
Documental
Prod.:
Gusano Films Coprod. Salon Indien Films (España), Rtvc (Colombia)
Prod.:
Gustavo León, Jorge Caballero
Audiovisual works can influence audience meta-perceptions around peacebuilding, reconciliation, and truth.
Synopsis
After the peace agreements, the war between the FARC and the Colombian state seemed to have ended, but the situation is far from stable. My brother and I began to investigate the kidnapping of our mother. When we found the diary she kept during her captivity, we discovered she had developed an almost mother-child relationship with her captor. Now that most guerrilla fighters have laid down their arms, we decided to search for him—and perhaps talk about that dark chapter in our lives.
- Democracy, Human rights, Peacebuilding
- Mindset and perception, Structures and systems
Why learn about this impactful campaign?
For decades, we’ve evaluated our documentary distribution efforts using traditional success metrics—film festival selections, awards, box office numbers. But those indicators fail to capture the deeper potential impact films can have on their audiences. This impact campaign was designed to tangibly measure changes in audience meta-perceptions—the underlying beliefs and attitudes people hold, particularly around sensitive topics like reconciliation and peacebuilding.
This project intentionally reached beyond traditional documentary audiences. From the Other Side deals with themes of reconciliation within the broader context of peacebuilding in Colombia. The campaign focused on quantitative impact evaluation among a more neutral, unbiased audience. To achieve this, the team partnered with behavioral scientists and peacebuilding organizations. This case study should be seen as a reference model for filmmakers, researchers, producers, scientists, policy makers, and others involved in the creation and distribution of audiovisual content.
