ABOUT

COUNCILWOMAN is an inspiring feature-length documentary film that follows the journey of a Dominican-born hotel housekeeper as she navigates serving on the City Council in Providence, Rhode Island.

SERVICE

Complete Campaign (Done-for-you)

BEHIND THE SCENES

Issue

What we seek to change

Elected officials should share in the lived experience of the communities they represent so they/we can be included in the decisions that govern their/our lives. However, this is isn’t the case for many marginalized communities. They/we are often excluded because they/we are not represented.

Impacted Audience

Who needed to feel held, heard, & seen

Workers, women of color, and marginalized communities who are underrepresented or misrepresented by their local leaders

Solution

What Looky Looky Pictures did

Over a period of 2 years, we worked with Director/Producer Margo Guernsey to:

• Design an impact campaign strategy
• Braintrust — organize and manage an invite-only Braintrust screening
• Steward the protagonist through her hopes for the film and key events
• Plan, setup, and manage a national screening tour
• Build relationships with national partners who used the film as a tool to strengthen their work
• Digital setup — website enhancements, social media setup and management, draft and send a regular newsletter
• Broadcast — design, lead, and implement a national broadcast impact strategy and live streamed Q&A after the broadcast.
• Empower the filmmaker to lead and manage her own campaign after our engagement ended
• Trailer drop coordinated through a personal contact via Director and handled by impact team

North Star

The core impact message

Representation matters.

Goal

The Campaign's primary aim

At every screening, ignite conversations that reimagine who a politician should be.

Strategy

HOW we planned to achieve the goal

Support organizations in using the film as a tool to strengthen their work—including shorts and the feature film as part of a national screening tour alongside partners, thought leaders, and organizers.

Outreach Results

Number of events & people reached

• 50+ screenings in 17 states and 5 countries
• 13 attendees at initial braintrust, which led to additional invite-only screenings
• 6 invite-only screenings at the headquarter of national organizations
• 1 M views on the night of the broadcast and over 1,000 live attendees at a post-broadcast Q&A, and led to a rebroadcast
• Trailer dropped in Cosmopolitan Magazine, 4,278 views
• Launch event hosted by CUNY Dominican Studies Institute sold out at 100 attendees and a waitlist

Impact Results

How people & Organizations used the film to foster change

5 national partners utilized the film as teaching tool internally at two conferences and with thousands of members, including at events focused on workers and women of color

“This is the film we didn’t know we needed.”

VP OF ORGANIZATION WITH OVER 3 MILLION MEMBERS

AFL-CIO Montana hosted an after-party with their members who are workers after the world premiere at the Big Sky Film Festival

“It was inspiring to see a woman of color who works as a hotel housekeeper earn a position as a city councilwoman. The film was exactly what someone like me - a young woman of color - needed to to imagine myself in a position of power one day. ”

FROM VOTO LATINO SCREENING IN BAKERSFIELD, CALIFORNIA

See the complete impact report