The Story of Stuff Project

I do think this example is compelling and I can see why you presented it as an example of Content Strategy — it is primarily crafted to help a target audience be better informed.

However, the second criteria per Prof. Lavine’s lectures is a little gray for me — credible, trustworthy, transparent content that enhances the organization’s strategic goals.
For sure it enhances the organization’s goals, but there’s a question mark over the credibility and trustworthiness. As Douglas Young points out, much of it is subjective, bringing into question its credibility.
Having said that, here’s a question to ponder — is it a requirement of good Content Strategy for organizations with an “ideological” agenda to always provide a balanced view? Can Content Strategy simply be an assertion of a point of view with storied arguments that resonate with people? If not, then by inference, can any publication with a political slant say it has a content strategy?
I had to look at the video twice to try to figure out what was missing. I think it’s raw data. There’s a distinct lack of figures to back up the claims. I think that’s it.

• Here’s an example of how Timberland approached the waste plastic bottles issue as a Content Strategy piece: http://class.coursera.org/contentstrategy-001/forum/thread?thread_id=295#post-813

• In comparison to the way the Story of Stuff video presents information, what do you think of how information is presented in this video about carbon pollution in Australia [ http://www.youtube.com/watch?v=weVU0-fEvjc ]