As we worked to develop the impact campaign for Kim Reed’s DARK MONEY, it quickly became apparent that there was overwhelming public concern for the issue of money in politics that was matched with a correspondingly overwhelming sense of pessimism that anything could be done about it.
To counter the pessimism, we focused on educating audiences about national and local efforts underway around the country to improve and sustain disclosure laws, increase public financing of elections, and — through investigative journalism — to "follow the money."
We needed to dismantle and demystify the issue, make it smaller and surmountable, and demonstrate that groups led by people just like them were making significant change, sometimes in their own backyards.
In partnership with POV, we hosted a national viewing party of the film on the night of its premiere , sending many of those who organized screenings party packs with popcorn, chocolate, and DARK MONEY posters.
The film eventually became the most-requested title in the POV Community Network as a result of our outreach.
