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Participant Media, a renowned film and television production company whose mission is to encourage social justice and humanitarian motion through compelling storytelling, recently announced its (*3*)close.
Launched in 2005 by philanthropist and first eBay CEO Jeff Skoll, the Participant program helped usher in a latest era of public awareness through the use of film and television—a genre that became often called activist entertainment.
Over the years, I have had the opportunity to spend tons of of hours talking with Jeff and learning the right way to use social enterprises to build movements and make a positive impact in the world, while generating substantial profits and supporting the cause.
1. Use your influence to expand your offering
The Participant’s mission was based on a easy but sensible concept: using the influence and reach of the film industry to lift awareness and create positive change on a large scale.
In retrospect, it looks as if a easy model, but the world looked very different in 2005. While movies focused on activism are common today, back then such movies were the exception and often failed at the box office.
Participant helped change that by harnessing the Hollywood machine and big stars like George Clooney, Matt Damon and Charlize Theron to inform inspiring stories that enlightened, educated and entertained audiences. The company produced critically acclaimed (86 Oscar nominations, 21 wins) box office juggernauts, grossing greater than $3.3 billion worldwide.
Of course, not all corporations can bring in Hollywood icons to assist bolster their work, but if your product or service is tied to social impact, my experience has shown you can all the time find someone to aid you elevate your offering. It could possibly be an athlete from a local sports franchise, a political leader, or a well-known business figure in your community. When there’s a recognizable cause to support, people will help.
Engaging an influential person to support your cause increases credibility and consumer trust.
I remember Jeff mentioning that he was initially nervous about his latest enterprise and what would eventually transform one of his best successes, the documentary film “Uncomfortable truth“On paper, it wasn’t the type of project that might excite Hollywood executives: a slide show on climate change presented by a politician (former U.S. Vice President Al Gore) who wasn’t much of a speaker. But he was well-known and respected, which gave the cause fast credibility.
Ultimately, Jeff’s fears proved unfounded, as the film became one of the most successful documentaries in history. It won the Academy Award for Best Documentary and grossed nearly $50 million on a production budget of $1.5 million.
The company continued to lift awareness of horrific child abuse in the Catholic Church with the Oscar-winning film “Spotlight,” tackled draconian minimum sentencing laws in “Snitch” and shone a light on shady oil industry practices with George Clooney in “Syriana.”
2. Read your surroundings
The participants’ videos often sparked national conversations about vital social issues. I used to joke that Jeff had a crystal ball because he could all the time predict what people could be talking about six months from now. In reality, the timing was rarely a coincidence.
For example, the film North Country, starring Charlize Theron – based on a true story about the terrible persecution suffered by female miners – was set to be released just before the reauthorization Violence Against Women Actwhich was to be put to a vote in Congress in 2005.
The film “North Country” earned Theron an Oscar nomination for Best Actress, and her media tour promoting the film resulted in a stir on the issue and the upcoming vote on the bill, attracting day by day attention on shows like “Ellen,,,, Today’s program“And”CBS News.”
Audiences saw the film and Theron on screen, but Jeff and his team were hard at work off screen, putting pressure on members of Congress and leading a national debate that led to the reauthorization and expansion of the law.
While you don’t have to approach it the same way Particant did, your campaigns and offers should be sensitive to current issues. Showcasing products and services that address the social challenges of the moment will help businesses and social enterprises increase their relevance and impact.
3. Leverage partnerships irrespective of the size
In addition to working with major Hollywood stars, Particant has actively worked with charities, schools, and faith groups to lift awareness of the messages in their movies. I used to be fortunate to have a peek into their advocacy and awareness strategies. My organization’s Scholastic arm (Legacy+) has worked with them on several campaigns that have delivered powerful messages to students about bullying, female empowerment, and diversity.
In the film “Wonder”, a moving story about a boy with facial deformities, the leading actor Jacob Tremblay toured schools and arenas to indicate the film and consult with kids about bullying and acceptance. Meanwhile, “He gave me the name Malala2015 documentary chronicling the moving story of Nobel Peace Prize winner Malala Yousafzai was partly filmed in our schools in Kenya when we hosted her on her first visit to Africa in 2014.
These partnerships were primarily educational in nature, but also significantly increased awareness of the movies and movements.
Similarly, this lesson could be applied to smaller businesses and social enterprises by engaging individual schools and partnering with other businesses, community leaders or faith groups. There will not be an obvious payoff, but any opportunity to expand your offering can pay off in the future.
Participants helped show us that telling difficult stories could be a key tool in the development of society. The box office success showed that customers value entertainment that educates and informs. His movies shall be missed, but his lessons will impact generations.