WITNESS defines "advocacy" as a process that will bring about change in policies, law or people's behavior. And we define "video advocacy" as using visual media as a targeted tool that will engage people to create change. Video advocacy is not about using video primarily for publicity or as an educational or training tool. It requires setting specific objectives, identifying target audiences, and developing a strategic plan for production and distribution to ensure the video has impact as a specific tactic within a broader strategy.
Anyone can use video advocacy, from non-governmental organizations (NGOs) to individual activists. Video is a democratic tool. However, video advocacy is a time- and labor-intensive process that requires significant commitment of human and other resources. And, as with all methodologies, it has advantages and limitations.

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