About the Campaign
HBO’s three-part documentary chronicles the personal and political journey of President Barack Obama, as the country grapples with its racial history. Weaving together conversations with colleagues, friends and critics, and interspersed with his own speeches and news interviews, the series begins with Obama’s childhood and takes us through his perspective as the son of a white mother from Kansas and an African father, his spiritual formation by a generation of Black leaders, and his hopes for a more inclusive America. Through the story of one man irrevocably bound to the history of a country, Obama: In Pursuit Of A More Perfect Union reflects on the country’s past and present national identity.
Impact Goal
Foster conversations about civic engagement and uplifting Black candidates and candidates of color; and activate youth networks to get out the vote.
STRATEGY
1
Establish key target audiences, research applicable organizations, identify key awareness dates and engage experts within community organizing, racial justice, and educational spaces.
2
Utilize a combination of the Picture Motion host network and new research to engage communities to host their own screening, including schools, museums, racial justice organizations and Black film/tv collectives.
3
Create a customized screening event page and a classroom discussion guide for community and school screenings.
4
Create a screening toolkit which empowered and offered resources for screening hosts to hold their own conversations and point audiences to voting registration platforms like Rock the Vote.
RESULTS
11k+
Total estimated audience reach
118
classroom and community screenings facilitated, reaching an estimated 11,000+ people virtually and/or in person.
64
screenings took place during Black History Month.
97%
of attendees surveyed said the screening helped expand their understanding of race and gender in politics and the barriers it creates for diverse candidates.
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