Why organizations should produce documentaries
Why organizations should produce documentaries
“To make a real difference on just about any issue, telling a story and getting it seen by the right audience is one of the most effective things you can do.”
- M. Goldman, CEO, Documentary Australia
Do you work for an organization that’s looking for new ways to spearhead a public awareness campaign or share and mobilize knowledge on an important topic? Today, more than ever, organizations are competing with a lot of noise in the public realm, making it even more difficult to get their message across to the broader population, in a thoughtful and strategic way.
Interestingly, recent research shows that documentaries are as popular as ever. A 2021 survey showed that people watch documentaries more than the local news and sports. Because of this appeal, many organizations are using documentaries as the foundation of a larger communications, public awareness or knowledge translation strategy. They have discovered that documentaries broaden and sustain awareness of an issue, adding value and leverage to their initiatives. In short, documentaries can serve as agents of change and be the central tool in which a broader campaign is built around.
As filmmakers working in this space, we’ve seen the benefits of taking this approach. Below, we list five reasons why your organization should join the many others producing documentary content.
Documentaries teach and inspire through powerful storytelling: Using images, storytelling, and compelling calls to action, documentaries impact audiences in an emotional and personal way that analytical tools (news stories, reports and statistics) cannot.
Documentaries can widen your audience reach: A report on a particular issue may affect those already knowledgeable and working in the area, but documentaries can share a very human story that a broader audience could understand and connect with, if given the opportunity.
Documentaries initiate action through empathy: A well-crafted documentary film showcases stories of real people in real situations, not stereotypical or sensationalist portrayals. When true to form, responses to documentaries can be deep and long-lasting — meaning, the capacity for impact and social change does not end when the documentary does.
Documentaries are a powerful engagement tool: Having a documentary to screen gives your organization a strong hook to host events and workshops centered around the content of the film. Documentaries can even be used to visually document a funded project, adding an impactful deliverable to the overall project.
Documentary films can serve as media “agenda-setters”: Films can provide “news pegs” for journalists looking for new and novel coverage of an issue, which could amplify your message even further. This is important work at a time when many people are grappling to understand the complex issues of our rapidly changing world, and seeking to connect with others experiencing similar things.
Filmmakers are not so different from those working in the “positive change” space of non-profits, foundations, or for-purpose organizations. We seek to produce films that tell stories, promote awareness, and inspire positive responses. Essentially, filmmakers strive to make a difference. And we, March Forth Creative, are experienced at working with organizations to do just that — learn more about our documentary production services by clicking here.