MISSION

ADVANCE A COALITION OF NON-PROFITS’ ADVOCACY WORK THROUGH MAINSTREAM MEDIA, LEVERAGING A TELEVISION SHOW
AS A TOOL FOR EDUCATION, ADVOCACY AND ACTION.

Approach

PARTNER with 20+ educational- and advocacy-based organizations to create a transmedia campaign that includes: a school newspaper; dance and fashion video blogs and various media covering topics ranging from sexual and reproductive health to equal rights and bullying. CREATE conversations that encourage teenagers to make decisions in the best interest of their futures. SHARE the content across multiple social media outlets to drive viewership and create opportunities for viewers to submit question and weigh in on the issues.

Results

Between social media and an extremely limited advertising budget, we launched as the #1 show on Hulu for the entire first week and remained amongst the top 5 shows on hulu for the remainder of it’s airing. The show performed as well as or better than shows like Grey’s Anatomy. As for social impact, during the first month of airing, more than 27,000 people used a Planned Parenthood widget from EastLosHigh.com. Of the 27,000 people who used a Planned Parenthood widget, 55% of them resulted in new visits to Planned Parenthood. Nearly 50% of our target population visited resources page and more than 60% of viewers referred East Los High resources to a friend.