Positioning Films as a Vehicle for Social Change: The Way Forward

Paul NwuluProgram Officer

Advance Public Service Media

Ford Foundation

Our General Premise

Cinema has the potential to serve as a catalyst toward social transformation and creating a more socially just world.

Cinema and Social Change• Shapes our private culture and public behavior•Disseminates ideologies and injects values into the public’s consciousness•Alters our sense of meaning and can revise history•A visual technology that functions as a powerful teaching machine and intentionally tries to influence the production of meanings, identities and experiences (Henry Giroux 2002)

Why Films Drive Change

How Films Drive Change

Accelerating Change

Accelerating Change

• Reduced Barriers to Entry• Increased audience awareness and desire for higher quality content• Need to stand apart and create communities of like minds• Need a more robust plan for audience engagement •Need “tastemakers” to get involved.

Double Rainbow

Double Rainbow

Double Rainbow

The Formula

Tell a Story

Enlighten

Inspire

Collaborate

Engage

Empower

Inform

Relate