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Next deadline is March 6, 2008 by 4:00 p.m.   Details »

CIFVF
666 Kirkwood Ave., Suite 203
Ottawa, ON K1Z 5X9

Eligibility Criteria »
Read the CIFVF's Mission and its eligibility and selection criteria for funding film and video projects.

Guide - Development »
Before investing time and resources preparing an application, you should ensure that you and your project meet the Fund’s eligibility criteria. To this end, you should begin by reading the CIFVF’s Eligibility and Selection Criteria for Film and Video Applications.

Guide - Production & Post Production » provides advice on how to complete an application for development or production or post-production financing.

The CIFVF gratefully acknowledges the financial participation of the Department of Canadian Heritage.

Le Fonds reconnait L'appui financier du gouvernement du Canada par l'entremise du ministère du Patrimoine canadien.
Website design and development.

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
    WORDSHOP PRODUCTIONS

    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
    Offices.

    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 of ADHD
    • 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 training program.

    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 professional development.7

    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.

    ENDNOTES


    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 from End-Users.

    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.