Social Impact Entertainment - 101
Getting Started
August 6, 2020
Active Voice launched a multi-year initiative called “Beyond the Choir” (BTC) to systematically explore how it could help filmmakers connect with new audiences. Active Voice’s experience suggests that if filmmakers, advocates and policy shapers connected earlier in the creative process, documentaries could be more vibrant tools for addressing social issues and public policy in ways that audiences outside the “Sundance Belt” can hear. Specifically, filmmakers could get expert input on the issues their films treat, and policy advocates could get powerful stories that are connected to the change they’re trying to make. This report uses the case study of “Welcome to Shelbyville” to illustrate the approach.
January 31, 2020
This report is about audience research for a diverse set of audiences. There are six Story at Scale audience profiles created from a survey of more than 6,000 people and
enriched with cultural and qualitative research. The profiles are not about demographics, ideology, political
issues, or even gender justice; they are about how our audiences experience gender in their everyday lives.
January 31, 2020
Story at Scale produced and tested twelve videos based on the story platform—the core narrative that
will help us change the culture and achieve gender justice—using the six story pillars that arose out of the platform to support particular areas of storytelling. Our goal was to create content that worked for Kids First and For the Win, two persuadable audiences identified through the Story at Scale audience segmentation process.