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Discovery’s true-crime network ID teamed up with Atlanta-based Bark Bark to launch new multiplatform cause-marketing franchise, “Inspire a Difference.”
This set of three short videos (above and below) spotlight the social justice actions being taken by ID talent such as Fatima Silva (Reasonable Doubt) and Callahan Walsh (In Pursuit with John Walsh).
“Inspire a Difference” is the evolution of a prosocial initiative that’s been part of the ID brand for years, but this new iteration taps into the authenticity and empathy at the heart of the true crime genre. The campaign includes 4-6 minute mini-docs for digital and social as well as short-form custom vignettes for linear.
After releasing the first three episodes on ID’s streaming platform ID GO as well as on Facebook and Instagram, the network saw an immediate uptick in social engagement, it said.
“Cause marketing has the power to change perceptions about our brand and help our viewers and advertising partners think more broadly about the genre. It’s always been important to show the perspective of the families and support organizations making a difference in their communities, so this is an opportunity to illuminate examples of good happening in the world through our lens,” said Eliza Booth, ID group VP, branded entertainment, in a statement.
“Networks and brands should be embracing cause marketing as part of their strategy all the time, not just now,” said Daniel Sattelmeyer, head of creative/partner at Bark Bark, also in a statement. “ID has always honored this space as part of its core identity, so the content comes across authentically versus forced and the results show.”
Callahan Walsh
Fatima Silva
CREDITS
CREDITS
Client: ID
Group VP, Branded Entertainment: Eliza Booth
Project Manager/Strategic Lead: Katie Thompson-Glass
Supervising Producer: Tom Dennison
Production Manager: Jaycen Armstrong
Talent Management: Irin Tatiya
Manager, Branded Entertainment, US Hispanic: Cristina Sarnoff
Production Coordinator: Maddie Ehrenreich
Agency: Bark Bark
Head of Creative: Daniel Sattelmeyer
Head of Production: Tabitha Mason-Elliott
Head of Accounts and Operations: Ann Daykin
Senior Executive Producer: David Brand
Senior Writer/Producer: Dustin Frissell
Executive Producer, Post-Production: Jason Sheedy
SVP, Client Partnerships: Karen Grant
Director: Jason Miller (Fatima Silva)
Director: Fraser Jones (Callahan Walsh)
Director: Jan Mullins (Atlanta Victim Assistance)
Producer, Post-Production: Markus Oskarsson
Producer, Post-Production: Matt Vanselow
Producer, Audio: Jeremiah Prescott
Senior Producer, Design & Animation: Keachia Greenidge
Production Supervisor: Desiree Taylor
Account Coordinator: Kela Lott