13th

13th-1

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
80
groups and individuals hosted watch parties

Watch the Trailer

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Other Campaigns

Drive awareness and conversation to artist Smriti Keshari’s mobile multimedia installation DIS|INTEGRATION through a #HEADLINESAREFRONTLINES tour that sought to emotionally engage Americans of all political inclinations to question the role that the media has played in shaping our new reality under a Trump presidency.

To make this powerful film accessible, inspire attendees to think about the world around them, and champion the need to protect the planet.

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© 2023 Picture Motion

© 2023 Picture Motion