Media Production

Déviertech helps our clients strategize, select the perfect tactics and tools for producing media.

Have clear objectives for making media

Media objectives need to be SMART:

  • S: Specific
  • M: Measurable
  • A: Achievable
  • R: Realistic
  • T: Time-bound

Identify your target audience and participant communities

There are generally several communities involved with an issue, and all of them can be considered stakeholders. It is important to list all of your stakeholders, as you need to know everyone who has the power to influence your cause and help make a change. Knowing all the stakeholders will help you define your target audience and participant communities.

Types of stakeholders

  • Allies – people and organizations who already support what you do.
  • Adversaries – people who oppose the change you want to see.
  • Neutral – people whose position or attitude is unclear or who have not become actively involved in this issue.

It is only after you understand where different audiences stand that you can prioritize them according to their influence and importance in terms of your objectives.

Make your media: Choose the right format, tactics and tools

Decide on your media format, tools and tactics only after you have completed the earlier strategic steps. Then you can decide which media you want to use and whether they will be distributed online or offline (or both). Questions to consider:

  • Which media formats do your participant communities have access to?
  • Which media formats do your target audience/s follow the most?
  • Which media format can best carry your message?
  • Which media format will be most likely to encourage people to take action?


Media formats might include video documentaries, print posters, blogs, audio podcasts, recorded street theatre performances, radio drama or SMS (text message) urban games. You can select a combination of media formats and tools to spread your campaign message to different audiences.


Media tactics will help you communicate with your target audience and participant communities. They should be used to convey messages that will appeal to their tastes, habits and interests; this might include using humor to appeal to a young audience, or group mobilization to bring about a collective action; it may involve expressing complex data in striking visuals to get a message across clearly, or broadcasting compelling stories of personal experiences, to ensure these are heard by those who have the power to change the situation.


Tools are what you use to create, promote and distribute your media. There are many ways to produce media, together we will help you identify the ‘best’ way based on your understanding of your audience, goals and resources.

After strategizing, selecting the formats and types of audience we will then go ahead and 'Make the magic happen'.

Please note if you do not have professional photos on hand we will purchase stock photos depending on the project (this will be billed to your account).