Impact entertainment inspires “Storytelling for Good” award from Clio paid brandstorytv
Earlier this year, Brand Storytelling partnered with Participant Media and SoulPancake to issue a survey conducted by the Harris Poll on the rise of “Impact Entertainment”, or the use of traditional entertainment to spotlight and impact social and environmental issues.The basic concept of impact entertainment is nothing new. Documentary films have been using the medium of film to spread awareness and incite action surrounding their respective subject matter for nearly a century.
This use of corporate capital to fund entertainment whose sole purpose is not to sell, but to inspire and incite social action, seems out of step with the core tenant of brands and corporations: profit. But in a time when more brands, media companies, and corporations seek to connect with an ever growing, socially conscious consumer base, there is strong recognition from the interior that time and money must be spent on communicating the idea that companies share their consumers’ values.
Taken together, these data points paint a picture of a future in which great value is placed on impact entertainment and even greater value on those currently pioneering such entertainment. The kind of value that, in order to bring exposure to this upward trending segment of entertainment, deserves and demands formal public recognition.
“Over the last five years or so, we’ve seen an increase across all of our programs, not just in submissions, but in winning work that highlights cause-related or socially impactful ideas,” said Nicole Purcell, President, Clio. “We took that as a message that the creative community feels it’s important to advance this type of content and our response was to seek out the right partner to develop a program that really hones in on that sentiment.
“This award is to inspire audiences by highlighting the most impactful work in branded entertainment and content,” says Rick Parkhill, director of Brand Storytelling. “By recognizing brands and their efforts in this space, we hope to encourage more companies to be committed to purpose as well as profit.” , 2019. There is a $400 entry fee. All entries must have been created for a paying client except pro bono work for charities and non-profit organizations.
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