About the Campaign
Using a trove of never-before-seen footage, the film tells the story of Jane Goodall's early explorations and research in Tanzania, focusing on her groundbreaking field work, her relationship with her cameraman and husband Hugo van Lawick, and the chimpanzees that were the subject of her study.
Impact Goal
Through the Jane broadcast premiere watch parties and partnerships program, Picture Motion and National Geographic sought to create a meaningful experience for the young adults and children watching the film and help inspire them to be like Dr. Jane Goodall.
STRATEGY
1
Create 500 National Geographic party packs, containing fun JANE swag and snacks, to deliver to U.S.-based watch party hosts.
2
Engage organizations that support Jane Goodall or address climate change and animal rights to host watch parties and/or promote the broadcast premiere.
RESULTS
600
Watch parties worldwide
18
partner organizations promoted the broadcast premiere, reaching 4.6 million social media followers
600
watch parties took place during the broadcast premiere
13,935
watch party attendees participated in 45 U.S. states and 7 countries worldwide
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