Emotional Film Bridges Gap Between Misperceptions and Real Stories of Public Housing.
what we did
The ReThink: Why Housing Matters initiative, created by Cone on behalf of HAI, is built around sharing real, positive examples of people and families in public housing a to educate and encourage the public to “rethink” their views on public housing in their communities. Cone partnered with Jewel and Stillmotion to create a film that emotionally connected the viewer with those who live in public housing. The selected stories showed how public housing can empower residents and take them from a place of feeling lost and alone to one of security and belonging.
“Our Journey Home” launched with a national premiere in New York City in October 2015 with a panel discussion featuring Jewel, film producer, lead character in film and housing industry execs. Currently, the film is playing in theatres nationwide on a 25 city tour.
HOW WE MADE A DIFFERENCE
Digital and Social Media Results:
54,800+ views of “Our Journey Home”
28,000+ views of the film’s trailer in first six weeks of the film’s launch
22,000+ website visits in 2015
Facebook fans increased by 69% and Twitter followers increased by 84%
64+ million impressions and counting, from 40+ media placements and 1,000+ social media posts that were 100% positive in sentiment
Key placements included segments on “The Meredith Vieira Show,” “Extra TV,” “People NOW” and features in top outlets including Yahoo.com, HuffingtonPost.com, Today.com, SheKnows.com, USMagazine.com and People.com
Online coverage within the film media space also shared “Our Journey Home” and received positive reactions and reviews from outlets like Planet 5D and No Film School