The Color of Care
Campaign Overview
The Color of Care is a new documentary that traces the origins of racial health disparities to practices that began (before and) during slavery in the US and continue today. Using moving testimony from those who lost loved ones to COVID-19 and frontline medical workers in overwhelmed hospitals, it interweaves expert interviews and powerful data to expose the devastating toll of embedded racism in our healthcare system.
The Color of Care is produced by Harpo Productions with executive producers Oprah Winfrey, Terry Wood, and Catherine Cyr. The film is directed by OSCAR®-nominated and Emmy® award-winning director Yance Ford, with producer Kate Bolger, James Blue and Tim Evans are executive producers for Smithsonian Channel, with producer Najma Nuriddin.
Our campaign started with a thought-provoking key art image and trailer, then laddered into a grassroots screening tour, Digital Impact Hub, and countless digital and real-world events focused on the films mission to catalyze a movement to eliminate racial disparities in US healthcare.
Key Art
One-SheetTitle
The Color of Care
Campaign
Key Art, A/V, Special Activations, Conferences, Events, Digital, Social, Grassroots Screening Tour
Release Date
May 1, 2022
Client
Smithsonian Channel
Campaign Hooks
Inform
The campaign will expose the impact of deep-seated racism in American healthcare, opening peoples’ eyes to the disparity and pattern of mistreatment by sharing real-life stories of those who have been affected.
Inspire
Create urgency to address racial health inequities by hearing from medical professionals to further highlight the systemic biases and communicate the the urgent need for comprehensive change.
Activate
Provide clear, actionable steps to eliminate racial health disparities, through providing the film to targeted communities, and the health care professional education system and network through a grassroots screening tour.
Trailer
Length
01:40
Release Date
May 1, 2022
Client
Smithsonian Channel
On Platform
Digital
Digital Impact Hub
We developed a Digital Impact Hub located at www.thecolorofcare.org, wherein visitors can learn more about the film, and take action to address racial inequities in U.S. healthcare. The modern and innovative hub features sections including a special PSA video from Oprah Winfrey, film details, issue area statistics, Medical Advisory Board members, Get involved Action List, discussion guides, Cycle Breakers digital companion series, and a host a screening sign up.
TikTok Livestream
Virtual | 175K Attendees | April 27, 2022
In Partnership with the Smithsonian Channel and MTV News, we supported the research and booking of medical experts and activists to participate as panelists for a virtual conversation that was live streamed on the TikTok platform. We supported the social team with the drafting of talking points for the panel, and also conducted outreach to 300+ organizations, HBCUs, and medical schools, engaging them for promotion, livestream tune in, and live interaction for the panel.
Discussion topics were broken down into:
Act 1: Seeing Color in a Mental Health Crisis
Act 2: A Mother’s Cry: Racial Disparities in Maternal Health
Act 3: Bridging the Gap
The livestream was hosted by Nessa Diab and featured panelists included:
-Shawnita Sealy-Jefferson, PhD, MPH, Special Epidemiologist
-Brittani James, MD, Family Medicine Physician
-Daniel E. Dawes, JD, Executive Director of the Satcher Health Leadership Institute at Morehouse School of Medicine
Press Photo
Screening Tour
Between May - October 2022, we provided screening links and screening host toolkits to 135 organizations. Here is a snapshot of some of the medical schools, health care professional associations, and educational institutions we were able to reach throughout the course of the screening tour.
Of all the screening attendees who completed the post screening survey, we were able to breakdown their response to get an overall sentiment of how impactful the film was on them.
92.8%
79.8%
76.7%
of audience members surveyed felt that the film helped them to learn something new about racial disparities in U.S. healthcare.
of audience members surveyed said that the film changed their perception of the exacerbated health crisis faced by POC.
of audience members surveyed said that they felt compelled to spread awareness about racial disparities in U.S. healthcare.
CREDITS:
MTV Entertainment Studio
Chief Marketing Officer: Jason White
Head, Smithsonian Channel | SVP, MTV News & Docs: James Blue
Design:
SVP, Brand Creative: Thomas Berger
VP, Art: Angelina Battista
Senior Design Director: Brandon Lori
Design Exploration: Annie Ng
Motion:
VP, Motion Design: Tim Livezey
Motion Designer: Oscar Rivera
A/V:
Senior Creative Director: Jon Kenower
Writer: Tracey Crooks
Photo:
Director, Photography: Michael Levine
Production:
Senior Director, Design Production: Ross Jeffcoat
Partners:
Key Art Agency: Gravillis
Client:
Smithsonian Channel