In the run-up to the presidential election, America Divided, the docu-series executive produced by Norman Lear, Shonda Rhimes and Common, features narratives around inequality in education, housing, healthcare, labor, criminal justice and the political system – all woven into an eight-story, four-and-half hour series. The show follows high-profile correspondents as they explore aspects of inequality related to their own biographies. Oscar®-winning hip-hop artist Common returns to his hometown of Chicago — ground zero for disparities in the criminal justice system. Actress Rosario Dawson explores the ongoing causes and legacy of the Flint, Michigan water crisis. Emmy®– and Golden Globe®-winning actress America Ferrera travels to Texas to witness battles around access to the ballot and healthcare for poor women. Actor and comedian Zach Galifianakis investigates the political landscape in his home state of North Carolina and considers how it’s emblematic of the country’s deepening political divide during the 2016 campaign. Legendary TV producer Norman Lear, an original member of the Television Academy Hall of Fame, reports on the housing crisis in New York — from people who have no homes to luxury apartments purposely kept vacant. Actress and producer Amy Poehler witnesses the complex challenges faced by domestic workers who maintain an intimate relationship with the families that employ them, while also struggling for better conditions. Actor and activist Peter Sarsgaard explores the addiction crisis ravaging a heartland beset by unemployment and the shuttering of America’s factories. And “Grey’s Anatomy” star and former teacher Jesse Williams goes back to the classroom and becomes immersed in the battle to fix inequality in education. America Divided was created by Solly Granatstein, Lucian Read and Richard Rowley.
The America Divided engagement campaign sought to raise awareness about the rampant inequality in America and its role in driving the social and economic divide in our country today, from voter suppression to the opiate crisis. The series, executive produced by Shonda Rhimes, Norman Lear and Common, and the ensuing social impact campaign highlighted the harmful effects of social and economic inequality and explored the real-world attempts at solutions to create successful, long-lasting change.The America Divided engagement campaign seeks to raise awareness about the rampant inequality in America and its role in driving the social and economic divide in our country today, from voter suppression to the opiate crisis. The series, executive produced by Shonda Rhimes, Norman Lear and Common, and the ensuing social impact campaign look to highlight the harmful effects of social and economic inequality and explore the real-world attempts at solutions to create successful, long-lasting change.
Working in partnership with the America Divided team and EPIX, Picture Motion spearheaded the full social impact campaign, including the organization of influencer screenings, grassroots organizing, and partnership building to effectively galvanize the audiences capable of implementing long-lasting social change. In addition, Picture Motion led the digital engagement for the series, including the development of the website, management of all social media profiles, email marketing campaigns, and digital engagement activities. Picture Motion developed strategic partnerships with leading national organizations working on the issues featured in the series, arranged high-profile grassroots and grasstops screenings of AMERICA DIVIDED with key partners nationwide to drive audience awareness around the EPIX broadcast premiere, and promoted and engaged audiences in solutions to inequality through a robust digital campaign and social media initiatives. Additionally, we created movement building in communities nationwide through grassroots screenings and expanded the series’ reach through the release of supplementary video content and the creation of educational tools.
From June 2016-2017, Picture Motion’s work contributed digitally to 1,942,510 total video views and 217,552 website pageviews from 88,088 visitors. We grew 64,872 total social media followers and 7,606 newsletter mailing list subscribers. We confirmed 387 screening events and secured 41 partner organizations. We developed resources including 12 curriculum lessons and 1 viewing guide.