Crafting your Impact Distribution Campaign Strategy with Together Film’s Sarah Mosses – Tales from the Lab
Sarah Moses shares her impact distribution campaign strategies with our Distribution Lab cohort – get a sneak peak of her valuable insights.
Impact Distribution expert Sarah Mosses of Together Films graciously gave a Master Class to our Distribution Lab recently - highlights below.
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Crafting your Impact Distribution Campaign Strategy with Sarah Mosses
An impact campaign ensures a film reaches the right audience, in the right places, with the right tools to inspire change. I have been a big fan of Sarah Mosses from Together Films for many years now and I’ve had the pleasure of working on a couple of campaigns with her. I was very excited when she offered to share her insights on impact producing with our current 8 Above Distribution Lab cohort.
In this session, Sarah outlined how her company crafts impact distribution campaigns for films such as An Army of Women and Your Fat Friend in close collaboration with her filmmakers. Sarah generously used these projects as mini case studies as examples for the lab’s cohort, but in this post we’ll give a brief overview of how you can craft your own Impact Distribution Campaign Strategy. Welcome to Tales from the Lab, let’s dive in!
First things first – What is an Impact Distribution Campaign Strategy?
An impact distribution campaign strategy is a carefully planned approach to getting a film seen by the right audiences in ways that drive social change. This is essential when your primary goal for your distribution is to maximize a film’s influence by leveraging partnerships, advocacy groups, educators, policymakers, and influencers to extend the film’s reach. The goal is to create a movement around the film’s message, using targeted outreach, strategic screenings, and call-to-action initiatives to inspire real-world action. Sarah Mosses and her company Together Films are one of the key companies hired to formulate and bring these types of campaigns to life.
Define your Objectives – this is unique to every film!
I was heartened to see Sarah outline the goals I always insist filmmakers decide between. These can generally fall into the following four categories:
Change the world
Career
Money
Audience
To define clear objectives, filmmakers should ask: “What change do I want to see as a result of this film?” This could range from policy reform to increased grassroots advocacy. First, you need to define your objectives, and then you can think about how to achieve it.
Raising awareness about key social issues.
Influencing policy and decision-makers on specific legislation.
Mobilizing communities and activists to take a specific action or actions.
Engaging audiences who may not afford traditional theater tickets.
Creating a movement around the film’s core message.
Sarah reiterated that as Together Films is also focused on commercial return (and filmmaker sustainability), these objectives should be reviewed alongside distribution opportunities with paying audiences and/or platforms.
Who is your Target Audience?
As an alternative to my approach to audience in terms of niches and their core audiences which I will be posting about in the future, Together Films likes to break audiences into four key categories for their impact distribution strategies:
Commercial – Those we know may buy a ticket or license to see this film
Affected – Those who are directly affected by the issues in the film
Supportive – Those who are supportive of the campaign message
Tactical – Those who have the power to affect major change on the issues
Understanding these segments helps tailor outreach efforts and screening locations to maximize impact. It’s also worth noting that each segment should be treated differently. For example: A member of congress who you want to take action around your film will fall under Tactical and will likely need to be approached in a very different way than a general audience member who has a personal connection to a topic.
Be very specific with your marketing language to each segment to ensure that you are inviting them into the campaign in the right way. Every invite should be personalised to a high degree for the tactical audience especially.
Target Locations
While traditional (or untraditional) theatrical releases may be part of a campaign, it might not be the only or cost effective route for impact films. Filmmakers should ask: “Where can my audience see this film? Where are they already convening where I can meet them where they are?” Target locations can include:
Schools, colleges, and libraries for educational outreach.
Grassroots community centers and churches for broader community engagement.
Conferences and corporate events for advocacy and policy discussions.
Congressional screenings or town hall meetings for legislative influence.
Online platforms for accessibility beyond physical locations.
If a film’s story is rooted in a specific region (e.g., Texas), launching in that area first can create a more engaged initial audience before expanding nationally or internationally.
Strategic Partners
Partnerships are crucial for amplifying a film’s reach without high advertising costs. Strategic partners can include:
Nonprofits, NGOs, and advocacy groups that align with the film’s message.
Educational institutions and libraries for curriculum integration.
Corporate sponsors or brands with a vested interest in the cause.
Religious organizations and community leaders for grassroots mobilization.
Building these relationships takes time—approval from organizations can take 3-6 months, and corporate sponsorships may take 6-9 months. Plan accordingly!
Also, consider organizing a Braintrust meeting. Gathering key partners, funders, and influencers in one room (or zoom) is a useful way to align goals and generate momentum. This is much more time efficient for you than having dozens of individual meetings and this encourages a snowball effect for partner marketing ideation. This should happen no later than 3 months out from your release so that partners have time to implement and take action on the ideas generated in your Brainstrust.
Community and Resources
Providing tools for community engagement ensures that audiences remain involved beyond the screening. Essential resources include:
Facilitator guides with key themes, facts, discussion questions, and audience insights.
Screening host asset packs with promotional materials and instructions.
Pre- and post-screening surveys (digital or printed) to collect audience feedback.
Social media content with facts, figures, and call-to-action prompts.
Follow-up emails for screening hosts to engage attendees and drive next steps.
Engagement isn’t just about screenings; it’s about building a movement. A well-equipped audience is more likely to take action.
Evaluating Impact
Measuring the effectiveness of an impact campaign ensures that resources are used efficiently. Key evaluation methods include:
Feedback and Surveys – Collect responses from attendees to gauge emotional and intellectual engagement.
QR Codes on Screen – Direct viewers to petitions, resources, or follow-up actions.
Social Media Metrics – Monitor shares, comments, and hashtag engagement.
Screening Data – Track attendance numbers and geographical reach.
Policy and Organizational Impact – Document any changes influenced by the film, such as policy proposals, funding shifts, or increased advocacy.
By continuously assessing impact, filmmakers can adjust their strategy for greater effectiveness.
Final Thoughts
Impact Producers and Impact Distribution Campaigns turn a film into a movement by ensuring that the right people see it in the right places, with the right resources to take action. With clear objectives, targeted outreach, strong partnerships, and measurable outcomes, an impact distribution campaign can amplify a film’s reach far beyond the screen.
We’d like to give a big thank you to Sarah Mosses and Together Films for sharing this framework, case studies, and so much more for the current Distribution Lab cohort.
Until next time,
Jon.
This is incredibly helpful for my documentary on activists. I'm just starting filming so it couldn't have come at a better time!