At media co-op, we make a big deal about participatory filmmaking: we are members of the Scottish Co-Production Network, we’ve hosted events raving about it, and we even have a special section for it in our portfolio! But what do we mean when we say co-production? What is the process? And what are the pros and cons?
For #CoProWeekScot, we wanted to take a deeper look at co-production in film and animation and what it means in practice.
What is co-production?
Co-production is a collaborative approach that shares power in decision-making between the professionals running a service, and the people who use it.
Often, public services or services provided by charities are designed by people who don’t have direct experience of what it’s like to need or use them. This means that decisions are made for people, not with them. This means that services can be inefficient or underutilised – or worse, the people they’re trying to serve feel ignored and undervalued.
Co-production is different. Everyone – professionals, service-users, families, communities – are involved in the design process from the beginning. They make decisions together, and no one voice is considered more important than another.
Co-production shifts the balance of power, and gives everyone ownership over the services they use.
What does co-production look like in film, animation, and design?
Traditional marketing or communications positions the creator as the sole storyteller, with the audience on the receiving end of a finished product. Similarly to public service design, this approach can have consequences. For example, a charity might make a film promoting a particular service, but miss out a detail that audiences think is important. Because no one from the audience was involved in the creation of the film, the piece does not have the impact that was intended.
In participatory filmmaking, the lines blur between the “audience” and the “creator.” Service-users and audience members are brought into the creative process from the very beginning alongside the creative agency (us!) and the charity.
Instead of dictating the shape of a film or the style of an animation, the agency and the charity work with the co-producers to create something together.
The final product resonates on a deeper level because it reflects real stories and real struggles. It becomes a tapestry woven from multiple threads—each one representing a different voice and perspective.
“Our project was a co-production with a group of people with learning disabilities. They felt included, listened to, safe to speak freely, and fully part of the process. They enjoyed it when the creative team said ‘here’s what you told us, and here’s what we’ve done with it’. They were given a lot of control.
The films and infographics are brilliant. Other researchers at my Uni feel envious! They’re fun, engaging, high quality. When I look at them, I think about the process, and all the contributions from the group – I feel very warmly that the co-producers’ ideas were all taken into account. You can see and hear that in the end product. media co-op really took on board their suggestions and decision-making.”
– Scottish Learning Disability Observatory, Research for Everyone
What is the process of making a co-produced film or animation?
A tricky question! Co-production is an approach, not a step-by-step method. Every project is different, so there are no straightforward answers.
At media co-op, we always start the process by scoping out how, where, and how often co-producers can be involved.
Sometimes this will be online through remote creative workshops – sometimes when geography allows we’ll hold these workshops in person. Sometimes co-producers can give their input through surveys, one on one interviews or focus groups.
It also depends on whether the output is a film or an animation. In a live-action video, co-producers might:
* Write a list of “key messages”
* Choose who to interview
* Write the questions
* Operate the cameras and sound equipment
* Interview contributors
In an animation, co-producers might:
* Write the script
* Voice the characters
* Choose a visual style and colour scheme
* Record sound effects
It depends on the project, the medium, and the ultimate goal.
“The children were involved in every stage. The young people enjoyed it all, they were never bored: media co-op are so good at making things fun. When the children they saw the finished videos, they said ‘oh it really did matter what we said!’. They’re always being told ‘your voice matters’, but they don’t see the difference; whereas in this project, they did see the difference. It’s by youth for youth. It truly was co-production.”
– University of Glasgow Social and Public Health Sciences Unit, Make Good Choices
What are the benefits of co-production?
Co-producing a piece of content with service-users has lots of benefits.
At media co-op, we believe in giving people the tools they need to tell their stories not only because it’s the right thing to do, but because it genuinely makes the finished product better.
Inclusivity
First and foremost, co-production fosters inclusivity. When we invite service-users into the production process, we’re not just asking for their opinions; we’re valuing their lived experiences.
Authenticity
Co-produced films and animations are more authentic, which makes them better tools for raising awareness of an issue. They are also a means of advocacy, giving service-users a chance to represent themselves and their experiences accurately and respectfully.
Creativity
Bringing experts by experience into the conversation can also spark new ideas and directions you never would have considered on your own. Filmmaking is collaboration. Every animation or video is made by a huge team of people. Even productions with big names attached – Stephen Spielberg, Walt Disney, Wes Anderson – are the product of 100s of creative minds working together!
Empowerment
Lastly, participatory filmmaking also has the potential to empower service-users. A lot of people think filmmaking is a dark art – too technical or too complicated for someone with no experience. They see a big camera and their gut reaction is, “Me? I can’t use that!” Or, even more commonly, they shrink and say “I’m not creative enough.”
When we run co-production projects, we encourage people to share their ideas through fun interactive workshops – we emphasise that there are no wrong answers or stupid questions! By the time the project is over, co-producers have written a script, used a boom mic, recorded sound effects, and even sat in on the edit. It’s an unforgettable experience that builds confidence and unlocks new skills.
“Making the film PRIMARY is definitely up there as one of my coolest days ever – one of my life’s dreams ticked off. Being given that avenue to tell your story, it’s rare. I’m from a community where our voices aren’t really heard. To have our little voices on YouTube, to know I had that impact, I was that champion… it’s wild that something like that was possible.”
– Alex Baguma, Participant, PRIMARY
Final Thoughts
Co-producing animations and videos with service-users is more than just a trend; it’s a meaningful approach to storytelling that prioritises authenticity, inclusivity, and empowerment.
We hope this inspires you to make content with rather than for your audiences! If you have any burning questions for us, or want to learn more about working with us on participatory projects, email us at hello@mediaco-op.net.
media co-op are members of the Scottish Co-Production Network, and some of our films feature in their new Guide to Co-Production. Check it out here: SCN’s Co-Production Guide
Want some more examples? Read more about our co-produced projects and watch the videos on our website: Co-Produced Projects