To build audiences, we will augment our distributor’s marketing activity with dedicated outreach on social media and with earned media outreach with film publicists. While our past projects have been reviewed in The New York Times, LA Times, Washington Post and have been profiled on John Oliver’s Last Week Tonight and on NPR, among many others, this outreach will go beyond traditional film press and include science writers, health writers, and other media that can extend the reach of our message to priority audiences. We’ll also use ancillary video content on social media to go deeper into specific issues (beyond what we can include in the film).

As we produce the documentary, we’ll be simultaneously designing an audience outreach and engagement campaign to extend its reach and impact. Consequential’s Ted Richane, who for years ran impact for Paul G. Allen’s Vulcan Productions, will spearhead this effort.

We’ll design partnerships, a social media strategy, a community screening campaign, educational outreach, and more. This campaign will begin as the film’s premiere approaches, maximizing the size of our potential audience, and continue well afterward. We’ll run it in close collaboration with leading foundations and NGOs working around this issue area, and with the counsel of scientific/expert advisors, we’ll also create a plan for evaluation and measurement. This way, we’ll be able to monitor progress in real time and prioritize resources as needed.