The co-creation of a video to inspire humanitarianism: How an Educational Entrepreneurial approach inspired humanitarian workers to be mindfully innovative whilst working with technology.

Open access


This paper demonstrates the value of embracing digital technology in order to effect positive change in a non-governmental (NGO) charity organisation, in this case the Irish Charity Crosscause. The outcome of the research was the creation of a charity video, Crosscause: Making a Difference, to showcase humanitarian work in Ireland and Romania with a view to inspiring others to contribute in some capacity to this cause. Video is an important medium to provide connections with a wider audience, as it gives humanitarian workers and marginalised communities an opportunity to tell their story by making a compelling and evocative case to others. Visual media not only makes connections with an audience, but can also positively challenge people to consider what is happening in the world around them.

The research process incorporated an entrepreneurial methodology - an Educational Entrepreneurial approach to action research-with four steps: Exploring, Understanding, Creating and Transforming, which is designed to guide practitioner-researchers as they embrace digital technology to resolve an identified need in a workplace context, including people in disadvantaged settings. In this research, there was an identified need for a charity video to link the giving in Ireland to the receiving in Romania, so that viewers could see the tangible effects of their contributions. A further aim of the research was to illustrate how volunteering can inspire solidarity among Irish and Romanian communities.

[1] Allen, N. (2002). Recruiting new donors online. In M. Warwick, T. Hart & N. Allen (Eds.). Fundraising on the internet: The’s guide to success online (2nd ed., pp.57-64). San Francisco, CA: Josey Bass

[2] Boyer, E. (1990). Scholarship Reconsidered: Priorities of the Professoriate. The Carnegie Foundation for the Advancement of Teaching/

[3] Blake, R. 2008. Brave New Digital Classroom: Technology and Foreign Language Learning. Washington D.C: Georgetown University Press

[4] Crotty, Y. (2014). Promoting a Creative Educational Entrepreneurial Approach in Higher Education. International Journal for Transformative Research, 1 (1), 75-100

[5] Dadds, M. (2008). Empathetic validity in practitioner research. Educational Action Research, 16(2), 279-290

[6] Devereux, P. (2008). International volunteering for development and sustainability: Outdated paternalism or a radical response to globalisation. Development in Practice, 18(3), 357-370

[7] Disprose, K. (2012). Critical distance: Doing development education through international volunteering. Royal Geographical Society, 44(2), 186-192

[8] Elliott, J. (2015) Educational Action Research as the quest for virtue in teaching. Educational Action Research, 23 (1) pp.4-21

[9] European Commission. (2011). Communication on EU policies and volunteering: Recognising and promoting cross-border voluntary activities in the EU. (Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. No.568). Brussels: European Commission. Retrieved February 2, 2014 from

[10] Farren, M. & Crotty, Y. (2014). Researching our own practice: an individual creative process and a dialogic collaborative process. Retrieved July 1st 2015 from

[11] Fischer, M. (2000). Ethical decision making in fund-raising. New York: John Wiley & Sons

[12] Freire, P. (1996). Pedagogy of the oppressed. 2nd edn. London: Penguin Books

[13] Freire, P. (1998). Pedagogy of freedom: Ethics, democracy and civic courage. Oxford: Rowman & Littlefield

[14] Frideres, J. (1992). Participatory Research: An Illusionary Perspective IN Frideres, J. (Ed) A World of Communities: Participatory Research Perspectives. Ontario: Captus Press

[15] Hart, T., & Johnston, M. (2002). Building trust online. In M. Warwick, T. Hart & N. Allen (Eds.), Fundraising on the internet: The ePhilanthropyFoundation.Org’s guide to success online. (2nd ed.). 3-10. San Francisco, CA: Josey Bass

[16] Jeffries, V., Nichols, L., Oliner, S., Tiryakian, E., & Weinstein, J. (2006). Altruism and social solidarity: Envisioning a field of specialisation. The American Sociologist, 37(3), 67-83

[17] Joffe, H. (2008). The power of visual material: Persuasion, emotion and identification. Diogenes, 55(1), 84-93

[18] McTaggart, R. (1996) ‘Issues for participatory action researchers’ in O. Zuber-Skerritt (ed.) New Directions in Action Research, London: Falmer Press

[19] Morrison, M. (2002) What do we mean by educational research? In Coleman, M. and Briggs, A. (eds.) Research Methods in Educational Leadership and Management. London: Paul Chapman Publishing

[20] Penz, P. (2014) Humanitarianism, the results agenda, innovations and the South Sudan crisis, Conference proceedings at the Humanitarian Innovation Conference 2014, July 19-20, Keble College, University of Oxford. Retrieved June 24, 2015 from south-sudan-crisis.pdf

[21] TED. (2008). David Griffins: How photography connects us [Video file]. Video posted to

[22] TED Radio Hour. (2013). Framing the story: What makes a good story? [Video podcast]. Retrieved from

[23] Villela, M. (2008). Conclusion: Solidarity can be learnt at school. In H. Perold, & M. N. Tapia (Eds.), Service enquiry: Civic (pp. 249-250). Buenos Aires: Centro Latinoamerican de Aprendizaje y Servicio Solidario; Johannesburg: Volunteer and Service Enquiry Southern Africa; Washington University in St.Louis: The Centre for Social Development; Washington DC: Innovations in Civic Participation

[24] Waters, R. D. (2008). Examining the role of cognitive dissonance in crisis fundraising. Public Relations Review, 35(2), 139-143

[25] Waters, R.D. & Jones, P.M. (2011). Using video to build an organisation’s identity and brand: A content analysis of nonprofit organisations’ YouTube video. Journal of Nonprofit & Public Sector Marketing, 23(3), 248-268

[26] Wood, L. (2012) Action Research: Its Transformative Potential. Educational Journal for Social Change, 1 (1) pp.1-4

Journal Information


All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 104 104 27
PDF Downloads 24 24 9