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The Right to Read Social Impact Campaign

The Right to Read
The Right to Read Social Impact Campaign by The Right to Read

credits

Title
  • The Right to Read Social Impact Campaign
Entrant
  • The Right to Read

About This Project

Summary

The Right to Read Social Impact Campaign accelerated the national movement to solve the US literacy crisis through the grassroots marketing and distribution of The Right to Read, an award-winning documentary film directed by Jenny Mackenzie and executive produced by LeVar Burton. The campaign co-designed and produced community-specific events and programming—in-person and virtual, tools and resources to help audiences advocate for the “Science of Reading” in their classrooms and communities.

Goals & Objectives

Gain local/national press coverage to raise the public profile of the US literacy crisis and the “Science of Reading” Engage audiences of high-profile education leaders and elected officials to inform decision-making Generate demand for the film to secure digital distribution on streaming platforms

Results & Impact

72+ Million Media Impressions from Campaign Launch CBS Mornings Interview on National Read Across America Day Articles in LA Times, New York Times, The Hollywood Reporter 1,832 Grassroots Screenings 79,894 Views from Free Online Screenings #7 on Apple TV Top Documentaries Within 48 Hours of Release

the team

LeVar Burton
  • Executive Producer, Actor, Literacy Advocate
  • LeVar Burton Entertainment
Sangita Patel
  • CEO
  • LeVar Burton Entertainment
Isabelle Redman Dolce
  • Managing Director, Head of Content
  • LeVar Burton Entertainment
Jenny Mackenzie
  • Director, Producer
  • The Right to Read
Kareem Jabar Weaver
  • Film Participant, Producer
  • The Right to Read
Sabi Habib-Lowder
  • Producer, Community Manager
  • The Right to Read
Yennie Lee
  • Social Impact Campaign Lead
  • The Right to Read
Carly Besser
  • Community Manager
  • The Right to Read
Chris Lane
  • Audience Engagement, Distribution Lead
  • The Right to Read
Emily Lowe Mailaender
  • EVP, Entertainment
  • Rogers & Cowan PMK
Nida Karnani
  • Publicity Director
  • Rogers & Cowan PMK
Adam Fenton
  • Publicity Consultant
  • Rogers & Cowan PMK
Anna Edwards
  • Chief Advocacy Officer
  • Whiteboard Advisors
Martha Baker
  • Senior Director
  • Whiteboard Advisors
Soraya Zrikem
  • Director
  • Whiteboard Advisors
Thomas Rodgers
  • Head of K-12 Communications
  • Whiteboard Advisors
Aimee Capstick
  • Brand Lead
  • The Right to Read
Amanda Wayne
  • Digital Content Lead
  • The Right to Read
Ricardo Rivera
  • Translator, English/Multilingual Learner Consultant
  • The Right to Read
Kymyona Burk
  • Film Participant
  • The Right to Read
Emily Hanford
  • Film Participant
  • The Right to Read
Chi Kim
  • Executive Producer
  • The Right to Read
Ivy, Isaiah, Teresa Hunter
  • Film Participants
  • The Right to Read
Fred Sr., Fred Jr., Melinda Adams-Staples
  • Film Participants
  • The Right to Read
Sabrina Causey
  • Film Participant
  • The Right to Read
Liza Finkelstein
  • Co-Founder
  • FULCRUM
Trinity Hansen
  • Partnerships & Engagement Manager
  • FULCRUM
Anne Orchier
  • Audience Researcher & Strategist
  • The Right to Read