Source: Fast Company
It’s not product placement. It’s not sponsored content. It’s prestige television.
“Activate,” a six-part documentary series that premiered Thursday on the National Geographic Channel, features celebrities such as music producer Pharrell Williams, rapper Common, and actors Darren Criss and Uzo Aduba, and highlights the work of grassroots activists trying to end cash bail, eradicating plastic pollution, and more.
Each installment also includes information about how Procter & Gamble, an underwriter of the series, is addressing the theme of the episode.
P&G “is genuinely committed to putting social good at the center of their business model,” says Hugh Evans, CEO of Global Citizen, which is coproducing the series. ‘Activate’ was a logical extension of that model.”
The marketing world is closely watching “Activate” and other projects like it: Cincinnati-based Proctor & Gamble is one of the largest advertisers in the world, spending $2.9 billion in the U.S. last year.
If corporations find it more effective to fund—and play a supporting role in—documentaries and narrative storytelling, it would whipsaw an industry that’s struggling to engage audiences and win their loyalties.
Read the story at Fast Company.
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