How do foundation-funded media projects need to rethink their storytelling and distribution models in order to break through in today’s polarized environment? In this guest post, communications strategist and filmmaker Christine Arena of Generous Films shares key insights for funders from the novel approach behind Let Science Speak—a multi-media campaign designed to counter anti-science propaganda and rally more Americans around the critical work that scientists do. Let Science Speak is supported by the Hellman Foundation, S. D. Bechtel, Jr. Foundation, The Outrider Foundation, Margaret and Will Hearst, among others.

New data reveals that Americans are spending a whopping 215 percent more time consuming digital media compared to last year, with most adults hooked into their devices for more than 13 hours per day. By 2021, it is estimated that the average person will spend 100 minutes daily watching online videos and on demand films, a 19 percent increase from 2019.

The unfortunate reality is that today’s media landscape is morphing more rapidly and drastically than most organizations realize. The rapid surge in media consumption coupled with the explosive popularity of divisive content amounts to a complex stew for funders and producers aiming to advance public understanding of critical issues.

Though we’ve optimized our approach to storytelling, distribution and promotion over time, there are certain key takeaways that stand out as significant and potentially helpful to others in the media impact space.

Here are the most important lessons we’ve learned to date:

  1. Reach beyond the choir, but ignore the dismissives.
  2. Share common values, not just facts or outrage.
  3. Explore alternatives to the theatrical release.
  4. Invest in desired outcomes, not narrow frameworks.

At a time when the biggest media companies are focused on chasing advertising dollars and clicks, and when most content is deeply polarizing, impact-oriented media projects play a vital role. Given the extraordinary challenges that we as a society face, and the tremendous influence that media has on our culture, economy and lives, we need a flood of more thoughtful storytelling that elevates public discourse rather than sinking us lower into the abyss. In an ideal world, that would be the utmost goal of every philanthropist, funder and producer in the media impact space.

Read the full article about the impact of media by Christine Arena at Media Impact Funders.