Cause marketing: Film Production
Description: EmblemHealth was an early advocate for family caregivers, creating a support program called Care for the Family Caregiver in 2001. The company wanted to raise awareness of this cause and to expand the program and its impact. Watch on Amazon.
My role: In 2012, I launched an EmblemHealth-sponsored Facebook community to support family caregivers, which quickly grew to over 10K members. in 2013, I helped pitch creation of a short film to raise awareness about family caregiving. As Associate Producer of CARE, I managed the film director RFP process (selected: Wagnervision), as well as the script editing, casting, production and post-production processes. I worked closely with the Alzheimer's Association to ensure the most accurate portrayal of the disease, selected future Golden Globe winner, Rachel Brosnahan as our starring actress and developed a multi-channel marketing plan for the finalized film.
Results: CARE was promoted online, screened to influencer audiences at corporate events, health fairs and conferences, promoted in sales meetings and on social media channels and shown at multiple film festivals, where it won several awards, including, “Best Dramatic Film” (LA Shortsfest), “Best Narrative Short Film” (Williamsburg International Film Festival) and “Best Short Film” (Kansas City FilmFest). All of this coverage served to raise awareness of the company's investment in family caregiving and increase participation in the program among existing members.
Credits: Brett Wagner, Director, Wagnervision; Marc Warner, Executive Producer, EmblemHealth