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.


Increase awareness and generate organizational support for 13TH by designing a national community screening series.
Engage leading organizations working in criminal justice reform, mass incarceration and racial justice
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)
Organize watch parties for Netflix premiere.


screening events across 17 communities with over 5,600 attendees
#Watch13th received over 22 million impressions
groups and individuals hosted watch parties

Watch the Trailer

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Other Campaigns

Develop an impact campaign targeting young adults, families and teachers, and organizations, to increase awareness around the issues facing today’s youth–notably mental health and wellness, racism, sexism, disability, toxic masculinity, depression, and anxiety–and encourage them to utilize the whole series or individual episodes in their work and share with their communities.

Develop the social impact strategy that would drive real action and support the film’s marketing and award campaigns.

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© 2023 Picture Motion

© 2023 Picture Motion