The campaign, led by Dada Films, PR Collaborative, Falco Ink, and Fredell Pogodin and Associates, aims to educate and shape public opinion around the issue and to draw attention to an upcoming West Virginia march against the practice.
The groups are harnessing traditional media relations, social media, speaking, and events opportunities as well as paid advertising to get the word out about both the issue and the film. The team developed a series of web video PSAs featuring Emmy Lou Harris, Kathy Mattea, and Naomi Judd that focus on the topic. The PSAs are being promoted through Facebook and Twitter. A number of organizations including the National Wildlife Federation, Natural Resources Defense Council, Rainforest Action Network, and the Sierra Club have been tapped to help push the videos through their websites and social media channels.
MJ Peckos, president of Dada Films, explained that the team focused on reaching out to these grassroots organizations first because, when promoting documentaries and issues like mountain top removal, it's important to get stakeholders on board who already know about the topic rather than trying to go directly to the general public from the start.
“Initially you make sure the choir is aware of the film,” she said.
On the media relations end, the team is continuing outreach to garner film reviews in various outlets, as well as to push Robert Kennedy Jr. as a spokesperson for various media opportunities. So far the team has secured mentions on VH1, CBS Radio and Morning Joe.
The film is initially being released in New York and Washington and will eventually spread to at least 20 other markets, including Los Angeles, Boston, San Francisco, and Chicago. Screenings are also being held at Bonnaroo and at the upcoming "March on Blair Mountain" on June 6.
“Our number one goal was to get as many people to see the movie as possible,” Peckos said
She declined to disclose the budget for the campaign.