CLIENT
Jezebel Productions
PROJECT
The Five Demands
SERVICES
TV Distribution to Public Television
Engagement Materials Creation
Social Media Management
Live National Online Events
THE CHALLENGE
The Five Demands is a historical documentary about the 1969 student takeover of City College of New York demanding equal access for Black and Puerto Rican students, which was one of the most prominent and effective student protests of the 1960s. The film sought national television distribution on PBS stations and educational and engagement materials to empower advocates and to stimulate educational sales of the film.
THE PROCESS
IMP leveraged its deep network in public media to shop the film to prominent public media outlets and we produced a live online event marketed to public television programmers that featured clips from the film and noted experts in conversation. We also convened a BrainTrust of leading experts in the fields of equity and access in education to inform our materials, social media content, and events strategy.
THE RESULTS
IMP successfully negotiated a national TV distribution deal with Maryland Public Television—the statewide PBS affiliate and leading presenter of national content, with the film airing on more than 100 PBS stations in primetime slots in September and October, 2024, and streaming on the PBS website and app.
IMP also crafted a unique suite of materials, including standards-aligned lesson plans for high school and college/university, and distributed those materials to a broad network of NGOs, academics, and other key stakeholders.
Additionally, IMP produced a series of live online events featuring clips from the film and panel discussions with live Q&A from audience members. Panelists included senior staff members from the NAACP, the National Urban League, the National Federation of Teachers and prominent journalists. The events attracted over 1,000 live participants and promotions reached more than 100,000 people nationwide via direct email and social media.
IMP also managed social media content and advertising for the film, building a robust audience for online content and the TV and streaming of the film.