What is Impact Producing?

Impact producing is a field in filmmaking that uses issue-driven films to create social, political, or cultural change. It involves coordinating a campaign that combines distribution, community outreach, and audience engagement. Impact producers are trained specialists who design and implement strategic plans for these campaigns in collaboration with the film team and community.

What does an Impact Producer do?

The Impact Producer is typically an expert outside of the film team (but can be the filmmaker) and is focused on how the film creates change - vs makes money. An impact producer works with the film team to set a vision for social change using the film, and a plan to execute it. The scope of the campaign can vary greatly depending on the film, the team, and the budget.

What is in an Impact Campaign?

There are various tactics to employ in an impact campaign. Which ones you use depend on the issues in the film, storytelling type, target audiences and budget. This list is not comprehensive but gives you an idea of where you or your impact producer would focus their efforts:

• Impact Strategy: Hone in on the type of change the film is trying to create, i.e., Social, political, behavioral, awareness-building, etc. Active Voice Labs has a great framework for this thinking.
• Audience Targeting: Define the specific audience that has the power to create the desired change. This could be one politician or a large demographic of consumers.
• Impact Distribution Strategy: Determine how to reach this target audience. Your Impact Distribution is often not revenue-driving.
• Impact Events: What time of screening events would help draw in your target audience os
• Screening Tours: How to bring the film directly to partners and target audiences on a local level.
• Partnerships: These are typically nonprofit organizations actively working in the specific issue areas covered in the film. They can participate in strategy development, attending & hosting film screenings, awareness building and promotion.
• Political Strategy: What legislation can this film help get passed or blocked? What government bodies, people and organizations can help you do that?
• Social Media: A content creation and distribution strategy developed around the film but focused on the campaign calls to action.
• Reporting: Tracking the progress of the campaign and the outcomes of initiatives.

What does an Impact Campaign or Impact Producer cost?

Impact budgets are highly customizable and range from consulting to full management, and are based on the experience of the impact producers and breadth of the campaign tactics. Here are some examples of estimated costs.

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