Cablefax The Magazine - July 2022 - 22

AWARENESS CAMPAIGN
OWN Your Health
1
ST
Designed to inspire and encourage the OWN
audience to put themselves and their health
and well-being first, the OWN Your Health
campaign combined strong custom content
with talent. Examples include a three-part series
with Adrienne Bankert discussing hot topics
with leading female healthcare professionals
and a two-part series featuring Kym Whitley
discussing breast health and regular checkups,
as well as Debbie Allen and her daughter, who touched on the importance
of having health-related conversations among family. The campaign
launch spot featured the song " Stand Up For Something " by Grammy- and
Academy Award-winner Common and Academy Award-nominee Andra Day, and it was accompanied by a number of PSAs around health that
ran on OWN's linear network. While OWN heavily promoted OWN Your Health on its own network as well as social handles, it also engaged
GroupNine's NowThis to develop a newsworthy video series highlighting disparities in Black women's healthcare, and to relate how Black
women have faced these challenges to better the community at large. OWN even hosted primetime specials with the likes of Oprah Winfrey,
California Surgeon General Dr. Nadine Burke-Harris and Jotaka Eaddy. OWN's partnerships with talent helped garner over 300k video views to
launch the campaign. The NowThis video series topped a quarter million video views, and custom content created alongside partner Hologic
& its Project Health Equity garnered over 7 million video views.
Women of the
Movement -
Word-of-Mouth
Screenings
2
22
ND
HISTORY +
Rocket Mortgage:
Built for Zero
ABC found a way to bring the sincerity of its
" Women of the Movement " to its awareness campaign. The series
is based on the true story of Mamie Till-Mobley, who in 1955
risked her life to find justice after her son Emmett was brutally
murdered in the Jim Crow South. The team hosted a multi-city
screening series in L.A., New York, Chicago, Memphis and Atlanta,
presenting the series early to key organizations including Color
of Change, the NAACP, the National Civil Rights Museum and
Emmett's surviving family and friends in Chicago. Emotional panel
discussions followed each screening. The carefully thought-out
decisions won buy-in from trusted community members, allowing
ABC to make a significant impact.
3
July 2022
RD
For the third consecutive year, History
and Rocket Mortgage teamed up to build
awareness and tell powerful stories around Rocket Mortgage's
participation in " Built for Zero, " a movement to help end veteran
homelessness. HISTORY created four custom vignettes highlighting
initiatives that lived across its linear, digital and social platforms.
The vignettes aired around key military holidays including Memorial
Day, the Fourth of July, Labor Day and Veterans' Day to drive
relevancy and engage audiences.
thefaxies.com
PLACE
PLACE
PLACE

http://www.thefaxies.com

Cablefax The Magazine - July 2022

Table of Contents for the Digital Edition of Cablefax The Magazine - July 2022