The Right to Read
Produced a feature documentary about the literacy crisis in America, then led the digital campaign and content creation end to end. The film had educational distribution during our campaign, not public distribution, so every piece of content existed to serve one purpose: spread the message, find the people who needed to see this, and get the film into their communities. It reached public distribution shortly after, landing #7 on Apple TV within 48 hours.
Directed by Jenny Mackenzie. Executive produced by LeVar Burton Entertainment.
Built the content strategy and created short-form video across Twitter, Instagram, and TikTok. No public distribution meant the community was everything. If someone found the film, it was because another person sent it to them, or they found us online, or they saw us on GMA, but that came later. Every piece of content funneled people toward the email list so no one got lost.
A key funder found the film through Twitter. Kareem Weaver and Emily Hanford (education journalist, 250K+ followers) both amplified during our National Reading Month push.
Watch the GMA reel ↗
Teachers asking how to get the film to their district. People wanting merch. People finding the film and immediately wanting to share it.
The film screened across the country: Salt Lake City, Los Angeles, Washington D.C., Oakland, and more. The social impact campaign was led by our impact producer. I ran the digital campaign in tandem, building the audience, driving people toward screenings, and amplifying the impact work.
I led the SLC screening with RadioWest and the Utah Film Center and wrote the pitch. The Oakland screening was private, for the community featured in the film: local organizers, educators, and families who are part of the story. We also helped a family featured in the film launch their own merch shop and drove traffic to it throughout the campaign.
Through the Lens: The Right to Read · RadioWest · KUER 90.1
Listen on RadioWest ↗