About the Campaign
Filmmaker Ava DuVernay explores the history of racial inequality in the United States, focusing on the fact that the nation's prisons are disproportionately filled with African-Americans.
Impact Goal
Help shift the public discourse around race, mass incarceration, and criminalization.
STRATEGY
1
Increase awareness and generate organizational support for 13TH by designing a national community screening series.
2
Engage leading organizations working in criminal justice reform, mass incarceration and racial justice
3
Coordinate a post-screening discussion with Bryan Stevenson (Founder and Executive Director of the Equal Justice Initiative), Malika Saada Saar (Google's Senior Counsel of Human and Civil Rights), moderated by Michele Norris (Executive Director of The Race Card Project at The Aspen Institute)
4
Organize watch parties for Netflix premiere.
RESULTS
20
screening events across 17 communities with over 5,600 attendees
#Watch13th received over 22 million impressions
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