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September 25, 2006

Participant: Making Movies with a Cause

Posted by Kevin D. Hendricks | Filed under: Cause Marketing

Who says Hollywood is self-absorbed and soulless? That image may be changing thanks to Jeff Skoll and Participant Productions and their string of movies with a cause: North Country (sexual harassment), Syriana (tackling the oil industry), Good Night, and Good Luck (McCarthyism and freedom of the press), Murderball (disabilities), Al Gore's An Inconvenient Truth (the environment) and the upcoming Fast Food Nation (taking on the fast food industry).

"Ultimately, the goal here is to build a brand around social relevance in media," says Skoll, former eBay president and rich guy looking to make the world a better place. Every movie Participant produces has to be commercially viable and promote awareness about one of six key issues: the environment, health, human rights, institutional responsibility, peace and tolerance, and social and economic equity. They also pair each movie with an action campaign to make that social relevance happen.

"It can't be good-for-you spinach, or it's not going to work," says Ricky Strauss, Participant's president. "The more mainstream the story, the more opportunity to make an impact." In other words this isn't just do-gooder stuff. It's making money while changing the world.

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