In 2019, Stand Together partnered with Freethink to produce and publish Catalysts, an original series that would raise awareness of Stand Together funded initiatives and deliver measurable, positive perception shifts across key impact areas.
We collaborated to create a robust slate of content that engaged audiences across multiple channels and brought viewers to the frontlines of the fight against poverty.
Freethink built a cross-platform strategy leveraging on site and social channels to start a movement in positive change and create a robust community of people who are ready to help make a difference. Tactics included:
13 Premium Documentary Videos
12 Companion Articles
1 custom show page on Facebook
1 custom show page on Freethink.com
Daily community management posts to Catalysts branded social channels
Distribution across Freethink.com, Facebook, Instagram, and Youtube.
Freethink helped Stand Together build a community of over 50k followers on the Catalysts Facebook page.
We created 13 original 4-6 minute documentary style videos that garnered over 13M in total topline viewers, and delivered 2.2M completed views along with 200k+ likes, comments, and shares.
Through impact testing, Freethink videos also delivered an average of 22% positive sentiment shifts around key issues that were important to Stand Together such as reentry, breaking the cycle of childhood poverty, and homelessness.
This campaign served as proof that Stand Together funded initatives were making a difference, and inspired countless viewers to join the cause and help to bring positive change to their own communities.
