Unlocking Change for "Seen" Documentary

An INDI DUST Case Study

Client: ParentTV (Sam Jockel, CEO & Founder) 

Partners: CS Net (Mandy Doon, Director) 

Project: Visualising the Theory of Change for "Seen", a documentary on Mental Health and Parenting.

The Challenge

ParentTV’s documentary, "Seen", tells the powerful stories of parents who’ve moved from pain and confusion to a path of understanding, healing, and hope. The film highlights the importance of breaking generational trauma and building secure, healthy relationships between parents and their kids.

To maximise the documentary’s impact and generate support, ParentTV needed a visual representation of its Theory of Change – something that would show how curiosity and self-reflection can unlock deep changes in mental health and parenting. The goal was to spark curiosity, inspire hope, and motivate decision-makers, philanthropists, and stakeholders to take action.

“The role of CS Net in our partnership was to bring our experience in measurement and data collection to support Sam in developing a Theory of Change, linking the Seen documentary to measurable outcomes and social impact. This can often feel like an overwhelming and bureaucratic task.” — Mandy Doon, Director, CS Net

The Solution

Indi worked closely with Sam and Mandy to develop the "Unlocking Change" strategic concept – a visual metaphor that uses curiosity as the key to unlocking transformation. This visual story captured how supporting ParentTV’s Seen Documentary could lead to better mental health outcomes for both parents and children.

The four step process to develop an Indi Dust strategic visual.

Indi took a forward-thinking approach, visualising the future of Seen before working backwards to map out measurable outcomes. The visual captured the journey from pain to self-awareness and healing, showing how generational trauma can be broken, leading to stronger family connections.

"Indi’s role was to visualise the future first. Sam and her network had developed a wealth of insights around the Theory of Change, and the key was to capture the long-term mission of Seen in a visual format. This approach allows us to communicate the mission first, and then fill in the links and measures that demonstrate the pathways towards long-term societal impact." — Mandy Doon, Director, CS Net

The result was a visual that delivered a clear and engaging message for presentations, partner meetings, and fundraising efforts. It was designed to spark curiosity, hope, and an understanding of the positive impact ParentTV’s mission could have on families.

"Indi Dust took what felt like a huge, complex story and turned it into one simple, powerful visual. The clarity and emotional impact were spot on. Video updates made the process seamless and collaborative. We’re very pleased with the outcome." — Sam Jockel, CEO & Founder, ParentTV

The Impact

The "Unlocking Change" visual has become a key tool in presentations and discussions with philanthropists and potential partners. It captures the heart of the "Seen" documentary and creates an emotional connection that encourages stakeholders to see the value in supporting ParentTV’s mission to transform mental health and parenting.

"What Indi has created with Sam is a visual method that transforms the way we communicate impact. This approach helps us think and act differently to achieve better outcomes. It’s a powerful tool that has very practical applications in driving change." — Mandy Doon, Director, CS Net

One visual, infinite possibilities: The Theory of Change behind ParentTV’s 

This visual storytelling approach has resonated strongly with decision-makers, helping ParentTV convey its mission with clarity and emotional impact. This sets the stage for continued success in building partnerships and securing funding.

Moving Forward

With the "Unlocking Change" visual, ParentTV is equipped to keep engaging potential supporters, building towards future funding and partnerships. The visual’s ability to evoke curiosity and hope is already driving momentum and paving the way for long-term success.

"We’ve used the visual in a number of meetings, and the response has been overwhelmingly positive. It helps us communicate our message clearly, engagingly, and with real impact." — Sam Jockel, CEO & Founder, ParentTV

Curious about how we can unlock change for your project? Drop ✨ Indi Tansey a message, and let’s map it out visually.

(And if you're interested in the documentary, you can watch the Seen Documentary trailer here.)

Family, Strategy, and Wardley Mapping: The Antidote to Procrastination

Ever tried building a Wardley Map? Yeah, me neither – until recently. Thanks to Pete Tansey (agilePete) from Agile CoLab, I dove into the fascinating world of Wardley Mapping for the first time. With Cheryl Tansey 🤘🏼 from Humans at Work leading the way, we ventured into strategic mapping without getting too lost in the weeds.

Now, let’s talk about the highlight of the event—there were not one, not two, but THREE Tanseys involved. My dad, my sister, and I all played a part in this mapping extravaganza. It was a Tansey takeover, and trust me, it was awesome. Who says you can’t mix business with family?

One of the key takeaways from the event was that it can take up to seven years from the moment you hear about Wardley Mapping to actually building your first map. Seven years! If you’ve been putting it off, this is your antidote to procrastination. The beauty of Wardley Maps isn’t about getting them perfect (because none of them are). It’s all about understanding where you stand and making sense of the evolving landscape.

As a strategic visual storyteller at Indi Dust, I bring clarity to complex ideas through visuals. This time, I captured the Wardley Mapping process live, turning Pete’s expert breakdown into a visual timelapse that shows the strategy come to life. It’s a perfect intro for anyone curious about how mapping works or just loves watching a good drawing unfold.

So, whether you’re a strategy nerd or just looking to conquer your Wardley Mapping fears, grab a coffee (or wine, no judgment here) and watch the replay

Watch as we break down the barriers to strategic mapping—one Tansey, one map, and one epic timelapse at a time.

For more info, check out:

• Agile Pete: agilecolab.com

• Cheryl Tansey: linkedin.com/in/cheryltansey

Curious about Wardley Mapping? Start here:

• Wardley Mapping: learnwardleymapping.com

• MapKeep: mapkeep.com

3 steps to transform your event with live visual storytelling

At Indi Dust, we don’t just draw—we actively listen and map conversations, capturing the heart and soul of your event. Through live visual storytelling, we transform spoken words into engaging visuals that bring your story to life, whether in-person or virtually. Here’s how you can make the most out of this experience and ensure your event is a success.

Step 1: Planning for Success

Your journey with Indi Dust begins with a planning chat where we’ll get to the core of what you want to achieve. This is the time to share your event’s purpose, key themes, and any brand guidelines. Early involvement means we can align the visuals with your event’s flow and goals, ensuring everything comes together seamlessly on the day.

Checklist:

☑️ Book a planning chat with Indi Dust

☑️ Define the visual style and mood you want to convey

☑️ Share your brand guidelines

☑️ Confirm the event schedule, including breaks

☑️ Choose a person to be Indi's point of contact for the day of the event

☑️ Share venue and parking info

Step 2: Event Day Action

On the day, the setup is key to ensuring a smooth and impactful visual storytelling experience. I’ll arrive early to conduct a tech check, set up in a good spot with a clear view, and ensure everything is in place for capturing the event’s essence. Having the MC or host introduce me will help to engage the audience right from the start. Throughout the event, creating interactive opportunities for attendees will enhance their experience and keep the energy high.

Checklist:

☑️ Arrange early arrival for tech check and setup

☑️ Ensure access to power, internet and HDMI connection

☑️ Set up in a position with a clear view of the stage or main area

☑️ Have the MC/event host introduce the visual storyteller

☑️ Plan for attendee interaction opportunities

Step 3: Post-Event Amplification of Your Message

After the event, I’ll provide you with high-quality digital files of the visuals, ready for you to use in post-event communication. These branded outputs are perfect for social media, newsletters, or as part of your follow-up strategy, helping to extend the impact of your event.

Checklist:

☑️ Plan how to use the visuals post-event (e.g., social media, newsletters)

☑️ Discuss your preferred formats for digital files

☑️ Review and approve the final visuals for sharing

☑️ Incorporate the visuals into your post-event communications

By following these steps, you’ll get the most out of your live event visual storytelling experience with Indi Dust. We’ll work together to ensure that the visuals not only capture the essence and energy of your event but also help you amplify your message long after the day is done.

Ready to wow your audience? Let’s chat!