ASSESSMENT OF USERS' AUDIO-VISUAL
NEEDS/ SUMMARY OF DISCUSSION WITH END-USERS
Example of Assessment
of Users’ Audio-Visual Needs (in Word)
One part of the proof of market demand documentation addresses the assessment
of users' audio-visual needs. In this section, the producer should consider
how the intended viewers or end-users would use the production.
An example of an assessment follows below. The CIFVF would like to thank
Karen O'Donnell of Wordshop Productions, Toronto, who has graciously allowed
us to use the assessment from her application for the project "Odd
Kid Out" which was funded by the CIFVF in 2001.
It should be noted that the subject matter of this project is health-related
and is about Attention Deficit Hyperactivity Disorder (ADHD). Obviously,
each assessment will vary given the subject matter. However, this one
will give you an idea of the aspects that should be addressed in an assessment
of users' audio-visual needs.
Please note that the addition of numbers in the text indicates that the
CIFVF has added in some footnotes.
ODD KID OUT
PRODUCER: KAREN O'DONNELL
ASSESSMENT OF USERS AUDIO-VISUAL NEEDS
In depth research has been conducted by the producer over the period
of one and a half years intensively and five and a half years in total.
The results of focus groups1and interviews conducted in each sector are
provided as follows:
1. MAJOR ORGANIZATIONS ASSOCIATED WITH THE TOPIC
(COMPRISED PRIMARILY OF PARENTS)2
The ADDO [Attention Deficit Disorder Ontario Foundation] has provided
a letter of endorsement and has committed to the inclusion of this documentary
into their educational packages to be distributed to their membership.
Program highlights will be included on the ADDO website to further assist
members or individuals in general who are searching for accurate information
and a tool for strategies that work. The program will be made available
in its entirety to all interested parties.
As a direct result of the comments provided by various Self -Help groups
dealing with ADD / ADHD, the documentary will be made available to all
Spin off Support Groups so that they may be able to be utilized it to
stimulate discussion and rely on the content to provide critical information.
Some of the individuals expressed a desire to have the opportunity to
take the program home and view it with family members. The ADDO has committed
to providing enough of these programs to their members so that this may
be a workable option.
The groups are usually run in a two-hour time period. The length of this
program, 52 minutes3 is extremely appropriate,
as it allows for a group viewing and extensive follow up discussion.
The main issues that this sector would like to see dealt with are those
of: isolation; stigma; medication vs. no medication; school solutions
and family strategies.
The approach that this documentary intends to take is extremely useful
as it deals with all of the identified concerns. Of particular interest
was the cross-section of case studies and that the story would be told
primarily from the child's perspective.
Printed information4 will be provided along with this documentary at
each Support Group location and will also be maintained at the ADDO and
the Self-Help Network
2. MEDICAL & HEALTH COMMUNITY2
This documentary has been identified by Dr. Freda Martin, Director of
the Hincks- Dellcrest Institute (formerly the C. M. Hincks Centre for
Children's Mental Health) as arriving at a "most opportune time and
will fill a large and important gap in the resources for mental health
professionals, educators, families and relevant community organizations
working with Attention Deficit Hyperactivity Disorder."5
Of special note is the fact that the Royal College of Physicians and
Surgeons have recently ordered all professionals to engage in a specified
number of ongoing professional education activities on an annual basis.
This direction must be complied with in order to maintain their license
to practice. This documentary will provide the education required on the
topic of ADD and ADHD, as is indicated in the supporting materials, education,
particularly in the format as proposed is in growing demand.
The Hincks-Dellcrest Institute has partnered with the Centre for Advancement
for Children's Mental Health at Columbia University and the National Association
for Mental Health in the U.S. to provide current new knowledge regarding
underlying causal mechanisms and importantly new treatment strategies
to communities. Dr. Martin states an example of the documentary's use
at the international and community level, as such, " In my opinion,
this production if made available by the fall of 2002 could definitely
be used by all communities as part of their community development process
and possibly feature on the focal day itself."
Important areas as identified by the users in which the documentary will
have positive impact:
- Increasing the public knowledge about the frequency I nature and outcome
- Gaining insight into ADHD's impact on personal and family life
- Correcting misinformation about the disorder
- Correcting negative bias about the medication treatment
- Supporting patients and their families by helping them understand
that they are not alone with this disorder.6
Taken from the support letter written by Dr. Turgay of
the Scarborough Hospital
Director of the ADHD Clinic.
Letter provided in package.
The Scarborough Hospital is in the process of redesigning their current
training program for the ADHD Clinicians. Dr. Turgay, the Director of
the Clinic has committed to incorporating the documentary into the new
In addition to the training for clinicians, Dr. Turgay operates extensive
educational programs for the ADD / ADHD community which includes, the
affected individual and their families. He will be utilizing the documentary
in these educational outreach programs.7
3. EDUCATIONAL COMMUNITY2
The Toronto District School Board has begun the process of educating
their teachers on the topic of ADD/ ADHD. Steven Singerman, a specialist
on the topic is currently an In- service worker for the Board. (he also
appears conducting a seminar for educators in the documentary) Mr. Singerman
has been developing an educational package for the Board which will ultimately
include the screening of the documentary for teachers as part of their
The Learning Disabilities Association also reports that there is a high
need for extended education on the topic at the Teachers College level.
It is now apparent that although the need has existed for some time, there
is now the desire to incorporate this education into current curriculum.
Representatives from the LDA have been invited to speak at various Teachers'
Colleges on the topic. They report that this development is quite exciting
and they have suggested that the documentary be offered into the current
curriculum as a teaching tool. This is an avenue that will be further
explored. As the present time, teachers are only receiving ONE HOUR
of training on the topic of ADD / ADHD. It is no wonder that they are
overwhelmed when they are inevitably exposed to it in the classroom.
As news of this documentary has traveled, invitations to screen the final
piece have been extended. Working with my distributor, I intend to accept
certain invitations and accompany "Odd Kid Out" whenever possible.
I will also work with my distributor to package the program for the home/
educational/ institutional market.
I come to this topic as an involuntary expert. It is because I am the
mother of an ADHD child and a producer, that I have been granted this
critical access into the lives of these individuals, who ultimately represent
a fair cross-section of this pervasive issue..
My documentary will not have the look or feel of a medical journal or
of an institutional workbook, but rather, will serve as a living document
and guiding tool capable of evoking deep emotion which could assist in
implementing positive change.
I am keenly aware of the need for a documentary of this type as I visit
with my subjects, Sarah and her mother Jennifer, in particular. As Jennifer
gathers the first few interested in the support group, she is plied with
questions and struggles to find the answers. We witness the same stories,
over and over. The parents who self blame; the educators who can't provide
options in the classroom because they really aren't clear about what they
are dealing with; the shame of being accused a bad parent; the neighbour
who feels it best that their children don't get involved with a 'bad kid'
and the child who truly
believes that they are just 'no good' and wonders why.
I have also witnessed the transformation that can occur when enlightenment
sets in. However, it occurs so slowly, due to the lack of wide spread
knowledge. This too can change. With the assistance of the "champions"
appearing in this film, this documentary can help make it happen.
1 It is not mandatory to conduct focus groups.
2 The producer is addressing the needs of the various intended audiences
separately. There should be a correlation between the audiences spoken
about in this section and the section on intended or target audiences
which forms part of the proof of market demand.
3 The producer has addressed the appropriateness of length in the context
in which the project will be used.
4 You may wish to state if printed materials, a teacher's guide or a
web site will be made available to accompany the film/video.
5 The producer is showing that she has spoken to end-users. In some cases,
particularly, if you are quoting the end-user, you may wish to include
the letter from the end-user (s) in the section on Evidence of Support
6 The Producer is addressing the issues to be covered in the project
and their usefulness to the end users.
7 The producer has addressed the issue of how and where exactly the film/video
will be useful to the end-users. If you are dealing with a film/video
for use in an educational institution, it is useful to state for which
subject area and/or grade level it will be used.