To establish public awareness of Reel Start and its mission of empowering diverse young people through film, we put viewers in the shoes of the marginalized storytellers fighting for a chance to be heard. In "Give New Voices a Voice", we interviewed the students of Reel Start about their love of film and their aspirations - but silenced their answers. By muting their voices, we illustrated the struggles they face every day, and made viewers feel their frustration. In two follow-up videos, we turned the audio back on to reveal the students’ answers, providing a glimpse of the incredible talent the world will miss out on if we don’t give these kids a voice. The videos were deployed in sound-on digital and social environments, including Instagram Stories and YouTube, to maximise the impact of the audio portion of the story. 

The content sent a clear message to the film world: Ignoring the new voices of underrepresented youth not only deprives them of life-changing opportunities, it deprives audiences of the incredible, diverse stories that make cinema so vital. After setting up these stakes, we showed them the solution: Support Reel Start, and open the door for the diverse young storytellers who are waiting for their chance to shine. 

RESULTS: 

We generated huge awareness, grew a follower base on Instagram, and dramatically increased site traffic for Reel Start. The impact was bolstered by A-list actors, directors, and influencers from all over the film world, who shared the content with their legions of fans, allowing us to achieve mainstream recognition without any paid media. In just 4 weeks, the video campaign earned: - 52.4 million impressions. - Reached 35.4 million people. - Brand Mentions increased by 5,636% - 8,492 Social engagements. - 4,500% increase in site traffic. - Instagram followers grew 5x. The campaign was also featured in some of the biggest outlets: 

- Adweek 

- The Toronto Star 

- Little Black Book 

- Shoot 

- Shots 

- Strategy Magazine 

- The Message 

- Adnews 

- Yahoo Finance 

- Glossy 

- Best Ads on TV 

- CBC 

- The Drum