Chasing Coral

2019

Exposing the indisputable and tragic death of coral reefs Galvanizing the climate movement and reaching beyond the choir

Photo: New Cal Panorama 04 - March 2016 © The Ocean Agency / Richard Vevers 2 Chasing Coral | The Film 3

Chasing Coral is an Exposure Labs production, directed by Jeff Orlowski and produced by Larissa Rhodes. It tells the story of a team of divers, photographers, and scientists who set out on a thrilling ocean adventure to discover why coral reefs around the world are vanishing at an unprecedented rate. The film, for the first time, shows time-lapse THE FILM footage of the terrifying phenomenon.

Coral reefs are home to a quarter camera designers, and renowned of all marine species, a remarkable marine biologists, the story unfolds ecosystem that sustains our as they invent the first time-lapse existence. Yet with carbon emissions cameras to record bleaching events warming the seas, a phenomenon as they happen. Unfortunately, called “coral bleaching”—a sign of the effort is anything but simple, mass coral death—has been and the team must doggedly battle accelerating around the world, and technical malfunctions and the the public has no idea of the scale forces of nature in pursuit of their or implication of the catastrophe golden fleece: documenting the silently raging underwater. indisputable and tragic transformation below the waves. Told through the collective will and wisdom of an ad man, a self- With its breathtaking photography, proclaimed coral nerd, top-notch nail-biting suspense, and startling emotion, Chasing Coral is a dramatic revelation that won’t have audiences With its breathtaking photography, sitting idle for long. Filmed over three years with 500+ hours nail-biting suspense, and startling underwater, including crowdsourced footage sent in by over 500 people emotion, Chasing Coral is a dramatic from 30 countries, Chasing Coral offers irrefutable, visual proof of the revelation that won’t have audiences crisis that is unfolding, and channels sitting idle for long. our emotional reaction to move us to action.

Photo: American-Samoa © XL Catlin Seaview Survey – The Ocean Agency - Richard Vevers 4 Chasing Coral | The Film 5

International: available in Website 190+ COUNTRIES SOCIAL MEDIA and in 20+ LANGUAGES 700,000 Facebook Instagram Twitter views 71,000 45,600 14,200 followers followers followers 4.2M Community screenings: people organically 18,300 9,800 reached by the film’s mentions on Instagram mentions to Facebook posts @ChasingCoral on Twitter In US: to #ChasingCoral NYC and LA

WHO SAW IT? WHO SAW 150K PEOPLE theaters (for 1 wk qualifying run, July 2017) PRINCETON 80+ FILM FESTIVALS, 2017 PEABODY AWARD ENVIRONMENTAL FILM ATTENDING INCLUDING: FOR BEST DOCUMENTARY FESTIVAL: AUDIENCE FAVORITE Sundance Film Festival Hot Docs Canadian International

Press hits: Documentary Festival 2018 NEWS AND PHILADELPHIA DOCUMENTARY EMMY® AWARD ENVIRONMENTAL FILM FESTIVAL: Sheffield International Documentary FOR OUTSTANDING NATURE DOCUMENTARY, AND Festival 2017 TWO NOMINATIONS FOR BEST DOCUMENTARY, ENVIRONMENTAL ADVOCACY SXSW Film Festival AND OUTSTANDING MUSIC AND SOUND AWARD San Francisco International Netflix Original: 7,000+ Film Festival SUNDANCE FILM FESTIVAL: BOULDER INTERNATIONAL global premiere Sydney Film Festival INCLUDING: 30+ AWARDS, U.S. DOCUMENTARY AUDIENCE FILM FESTIVAL: The Washington Post: “A new documentary seeks to BEST CALL2ACTION FILM / BEST July 14, 2017 make coral reefs the ‘poster image of climate change’.” AWARD DOCUMENTARY / PEOPLE’S CHOICE, FEATURE LENGTH FILM Director Jeff Orlowski was named Netflix Trailer The Los Angeles Times: “At Chasing Coral screening, by the UN a Views: an environmental alarm goes off.” UNEP 2017 Champion of MOUNTAINFILM: AUDIENCE 2018 EDWARD R. the Earth for his work on Chasing Coral, CHOICE AWARD: STUDENT MURROW AWARD: the United Nations’ highest CHOICE AWARD EXCELLENCE IN VIDEO 427,000 environmental honour. Action Guide: Email list grew to over

Exposure Labs received the 2018 ENVIRONMENTAL FILM ENVIRONMENTAL MEDIA FastCompany award for World Changing FESTIVAL AT YALE: GRAND AWARDS (EMA) 2017 62,000 Ideas in Photography and Visualization. JURY PRIZE / AUDIENCE NOMINATION: downloads 19,000 CHOICE AWARD DOCUMENTARY FILM

*Data and numbers as of June 2019 6 Chasing Coral | The Film 7

John Steiner & Margo King FILMMAKERS EXECUTIVE PRODUCERS Julie & Brad Senet David J. Cornfield Linda A. Cornfield Ryan W. Ahrens PRODUCED IN ASSOCIATION WITH: Jill K. Ahrens Sustainable Films Ben Cotner Code Blue Foundation Jason Spingarn-Koff Earthsense Foundation Lisa Nishimura Director Jeff Orlowski Producer Co-Producer IMPACT TEAM THE TEAM (Chasing Ice – 2012) Larissa Rhodes Stacey Piculell Samantha Wright, Impact Producer & Managing Director ASSOCIATE PRODUCERS Megha Agrawal Sood, Director of Programs Shari Sant Plummer & Daniel Plummer Max Steinman, Campaign Director Shannon O’Leary Joy Alan Chan, Director of Development and Operations Donna & Kevin Gruneich Meghan Welsch, Director of Screenings Jeff Seibert Bre Graziano, Community Engagement Manager Lynda Weinman & Bruce Heavin Zack Rago, Youth Outreach Manager Wayne Chang Samantha Adler, Campaign Strategist Greg Brockman And Jennifer 8 Lee Savannah Miller, Program Strategist

Editor Cinematography Writer Nion McEvoy Caroline Beaton, Impact Operations Coordinator Davis Coombe Jeff Orlowski and Vickie Curtis William Donnelly Mark Crawford, Short-Form Video Producer Andrew Ackerman Andrea Van Beuren Vickie Curtis, Education Consultant Ginny Jordan Gretchen Sisson It took a village to bring this film and the impact WRITERS campaign to life. The team expresses gratitude Vickie Curtis, Davis Coombe, Jeff Orlowski to their incredible film subjects, their amazing WITH GENEROUS SUPPORT FROM scientists, beloved film crew, and the countless BRITDOC Circle others for helping bring this important story MUSIC BY The Tiffany & Co. Foundation to the surface. Dan Romer & Saul Simon MacWilliams Sundance Institute Including: Sundance Institute Catalyst To see the entire team, please go to Sundance Institute Documentary Film Program www.chasingcoral.com/the-team IN PARTNERSHIP WITH Open Society Foundations The Ocean Agency & View Into The Blue Ford Foundation Justfilms Robert Rauschenberg Foundation Nancy Blachman Kayvon Beykpour IN ASSOCIATION WITH Bob O’Connor Argent Pictures & The Kendeda Fund Buffy Redsecker & Alan Chung 8 ORGANOGRAM Chasing Coral |The Film Ali Fujino&JoanHobbs(Festival Support) Paula DuPré Pesmen (Distribution Consultant) Verdant Communications (Awards PR) Dish Communications (Awards PR) Brigade (Festival PR) Submarine Netflix Originals (Sales Agent) DISTRIBUTION TRADITIONAL Manager: ZackRago Film Subject,Youth Outreach Samantha Wright Team ManagingDirector: Impact Producer andImpact David &LindaCornfield Erin Sorenson Larissa Rhodes Jeff Orlowski Samantha Wright Impact CampaignStrategy:

* Vickie Curtis Doc Academy Hot Docs—For Schools Blueshift Education Development: Discussion Guide&Curriculum community screenings organizations whohosted local The thousandsofamazing Global Organizing Partners: Environmental Voter Project Conservation Voters ofSouthCarolina Charleston County SchoolDistrict Local Organizing Partners: Joan Hobbs HQ Operations Manager: Program Strategist: Savannah Miller Bre Graziano Community EngagementManager: Meghan Welsch Director ofScreenings: Max Steinman Campaign Director: Megha Agrawal Sood Director ofPrograms: IMPACT CAMPAIGN disbanded throughout the campaign how theimpactteam formed and See timelinefor greater detailon

coordinator) Sara Cottle (operations coordinator) Erik Tobeler (shipping Colette Smith(intern) Mackenzie Moran (intern) Michelle Russell (intern) Interns &Additional Support: Caroline Beaton Alan Chan Samantha Adler Impact Team Expansion: Paul Hawken Geralyn Dreyfous Bob Inglis Paula DuPré Pesmen Holly Gordon Cara Mertes Impact Braintrust: Mass FXMedia Dave Wruck, JosephEast, Mark Crawford, Forrest Lotterhos, Impact Documentation: Underwater Earth Teens4Oceans The Ocean Agency Educational Outreach Partners:

9 10 Chasing Coral | The Film 11

PRODUCTION BUDGET TOTAL: $2M+ IMPACT CAMPAIGN BUDGET “Chasing Coral brings the The Kendeda Fund TOTAL: $2M+ issue of climate change David J. Cornfield The Kendeda Fund dramatically to life.” Linda A. Cornfield Far Star Action Fund — Argent Pictures Argent Pictures Former US Representative, Ryan W. Ahrens BRITDOC Circle Beto O’Rourke Jill K. Ahrens Tiffany & Co. Foundation Shari Sant Plummer & Daniel Plummer Sustainable Films BUDGETS Shannon O’Leary Joy Code Blue Foundation Donna & Kevin Gruneich EarthSense Foundation Jeff Seibert Private Individual Philanthropy Lynda Weinman & Bruce Heavin Wayne Chang Greg Brockman & Jennifer 8 Lee Nion McEvoy William Donnelly Andrea Van Beuren Ginny Jordan Gretchen Sisson Sustainable Films Code Blue Foundation EarthSense Foundation BRITDOC Circle Sundance Institute Documentary Film Program

With support from Open Society Foundations Ford Foundation JustFilms Robert Rauschenberg Sundance Institute Catalyst Tiffany & Co. Foundation Nancy Blachman Kayvon Beykpour Bob O’Connor Buffy Redsecker & Alan Chung John Steiner & Margo King Julie & Brad Senet 12 Chasing Coral | Campaign & Impact 13

CAMPAIGN & IMPACT 14 Chasing Coral | Campaign & Impact 15

Exposure Labs launched their campaign at the film’s THIS FILM AND CAMPAIGN SHOW THAT AMPLE FINANCING AND A BIG TEAM world premiere at Sundance 2017, then led a two- – A DEDICATED AND EXPERIENCED IMPACT AND OUTREACH DIVISION AT year global outreach campaign starting with a series EXPOSURE LABS – AS WELL AS AN IMPRESSIVE DISTRIBUTION DEAL ALL of targeted, US-based activities designed to raise PAVED THE WAY FOR THE MASSIVE REACH THAT THE TEAM WAS ABLE TO awareness of coral bleaching, to galvanize the climate BUILD TO ACHIEVE THE IMPACT FOR WHICH THEY AIMED. movement, and to find bipartisan ways to bring climate change skeptics into the room.

“A powerful call to action to confront the serious threats facing coral reefs As we will see, the team built on lessons from their previous film — and the many species who depend on them, including our own.” Chasing Ice, about melting glaciers. From that film to this one, the — team has explored narratives relating to the climate crisis and refined their Michael Bloomberg, CEO of Bloomberg L.P. approaches to storytelling, communications, and engagement strategies THE CAMPAIGN that could appeal to the widest audience, creating a safe space in which to discuss climate change.

The campaign team maximized their Netflix Originals distribution deal to engage the widest global audience, offering freely available screening tools for localized engagement while focusing their own efforts on US campaign components.

The US outreach centered around five campaigns in places with tipping point opportunities where they could go deeper. In South Carolina and Georgia, both conservative states with pockets of progressive communities (i.e. not completely red or blue throughout, but states with “purple areas”) and in Colorado, a more progressive “purple” state where the team is based and has strong connections, they set out to expand the movement with new and unexpected voices.

As a result of their work, Chasing Coral has led to widespread understanding and public discourse about mass coral death. It is no longer a hidden issue. This has happened directly through their film and indirectly through emerging new media and the attention that the film inspired. 16 Chasing Coral | Campaign & Impact 17

REACH —— Tracked number of screenings with a registration form (date, location, estimated attendance) that integrates with Streak, a Gmail CRM plug-in for both registered online screenings and more hands-on screenings (and managing contacts) —— Collected event reports from event hosts —— Collected qualitative surveys completed by event hosts —— Interviewed event hosts/attendees/leaders/educators for qualitative feedback on impact of screenings

ENGAGEMENT —— Collected and photographed customizable posters that individuals filled out stating their support for clean energy —— Collected commitment cards and polaroid pictures noting actions individuals aimed to take* —— Collected stories of transformation - of the film sparking new climate leadership, new projects, and new developments - in an inspiration blog —— Collected reflections from students about how the film impacted them and how the project deepened their understanding using a “reflection exercise”* INFLUENCE —— Tracked press hits (using Google News search tool) and social media mentions —— Tracked the number of legislators present at events* —— Captured legislators’ positions on clean energy on camera*

HOW THEY TRACKED HOW THEY TRACKED IMPACT —— Tracked the voting record of legislators on solar legislation since the screening tour* —— Tracked new clean energy policies enacted/passed since the screening tour* —— Tracked voter conversion rates between those who pledged to vote and voter files* —— Tracked new sources of funding for research and preservation of coral reefs

*For specific regional campaigns in the US 18 STORY ENVIRONMENT Chasing Coral |Campaign&Impact crisis. The urgency oftheissue cannotbeoverstated. catastrophic. Coral reefs are bothasymbol ofandawake upcallto theclimate premiere, predicts amere 12years before theeffects ofclimate changeare report released in October 2018, aboutayear andahalfafter ChasingCoral’s warned ofamass coral die-off at current carbonemissions rates. This landmark In fact, areport by The UNIntergovernmental Panel onClimate Change(IPCC) coral death at arate that isaccelerating. on thisplanet.Butcarbonemissions andwarming seasare leadingto mass Coral reefs are aremarkable ecosystem that sustain life intheoceans and These quadrants represent DocSociety’s framework for UNKNOWN ISSUE mapping impactstrategies to story environment target audience) butwithstrong films that dramatically REVEAL weak opposition.They favour target audience) andlittleor forces may require your film and organized oppositional an unknown issue (to your an HIDDEN :INVESTIGATE unknown issue (to your to prove thecase– FRESH :REVEAL what’s goingon. to to INVESTIGATE.

STRONG OPPOSITION WEAK OPPOSITION

a with strong oppositionto your fatigue from target audience) won’t needto offer new facts little orweak oppositionoften ENTRENCHED :HUMANIZE calls for films that can put the calls for filmsthat can putthe known issue (andsopossible story andcampaign-often to to SPOTLIGHT onatired issue. a or assertions, but simply or assertions, butsimply FAMILIAR :SPOTLIGHT HUMANIZE theaffected known issue that still has communities.

KNOWN ISSUE barrier after another. where the campaignhasbeencentred —themovement hasconfronted one and confusion amongthepublicaboutclimate change —intheUSespecially, gains. With over $1billion annuallyspentby lobbyists to sow misinformation and corporations withaninterest inmaintainingthestatus quofor shortterm where there has been massive oppositionto solvingthiscrisisfrom politicians addition, climate changeisadeeply ENTRENCHEDissue intheUS,particular, about thisphenomenon, itsscale, orthedire implications for allofus.In issue –even to climate activists. So, thegeneral publichasalsohadnoidea Because coral bleachingisHIDDENunderthesea,ithaslongbeenanunknown

UNKNOWN ISSUE HIDDEN :INVESTIGATE FRESH :REVEAL bleaching) (coral Chasing Coral

STRONG OPPOSITION WEAK OPPOSITION

ENTRENCHED :HUMANIZE FAMILIAR :SPOTLIGHT (climate change) Chasing Coral

KNOWN ISSUE 19 20 Chasing Coral | Campaign & Impact 21

ENTER THE EXPOSURE LABS TEAM.

Realizing what they were up against, the team set out to INVESTIGATE the phenomenon and use it to provide proof and make visible the devastation under the seas.

Armed with stunning visuals and a story of deeply committed people on camera who are devastated when confronted with the reality of dying corals, the team used the film toHUMANIZE the climate change narrative.

The film creates a pathway for sympathetic but unengaged audiences to push past the political polarization and get involved in a great transformation — led by activists, advocates, policymakers, funders, mediamakers, researchers, scientists, youth and everyday people — to make vital, small-scale, and system-wide changes to secure our future. Photo: The Ocean Agency / XL Catlin Seaview Survey Seaview / XL Catlin Agency Ocean The Photo:

“You look at every piece of climate change action and it’s about improving people’s lives — creation of jobs, reducing pollution, greenifying cities. It’s essentially a great transformation that’s already beginning… all we’ve got to do is give it a bit of a shove.” — Richard Vevers, The Ocean Agency 22 Chasing Coral | Campaign & Impact 23

Doc Society devised the Impact Dynamics framework by studying how the most effective social change documentaries help fuel change, working with NGOs and activists to understand how they conceptualize campaigns.

Most films and campaigns focus on one or two particular dynamics; Chasing Coral hit on every level.

CHANGING MINDS: CHANGING BEHAVIORS:

Raise awareness about coral Mobilize voters to take the bleaching, elevate coral as a climate into consideration when symbol of the climate crisis, and voting, prompt individual action,

IMPACT DYNAMICS IMPACT broaden the climate movement and inspire student impact projects relating to the climate Target audience: US/global public, especially unexpected allies in red Target audience: US/global public, and purple states especially voters and students in South Carolina and Georgia

CHANGING STRUCTURES: BUILDING COMMUNITIES:

Unlock funding and inspire policies Support grassroots organizations that protect coral reefs and and offer a tool they can use to promote the transition to clean grow the movement energy Target audience: People who Target audience: Constituents, partnering organizations had not lawmakers and funders around the traditionally been able to reach, world, but especially in DC, especially in Colorado, Georgia Georgia and South Carolina and South Carolina

Photo: The Ocean Agency / XL Catlin Seaview Survey 24 Chasing Coral | Campaign & Impact 25

CHANGING MINDS CHANGING BEHAVIORS CHANGING STRUCTURES CHANGING COMMUNITIES The Chasing Coral campaign raised awareness about coral bleaching, elevated coral as a symbol of the climate crisis, and broadened the climate movement.

STRATEGY

PRESENTING NEW EVIDENCE IN A CONVINCING WAY register to host a screening so they could use the film to go deeper in their community. Netflix spent additional resources on marketing materials, press, and running awards campaigns, making the The Exposure Labs team created a film that provided forensic evidence of the distributor a valued climate movement partner. issue, told through compelling and evocative storytelling. Through a timelapse design and working with leading experts to ensure factual accuracy, The team supplemented this support with their own outreach to get the word out far and wide. they were able to present an irrefutable visible case to an unknowing public that this was a major problem. TARGETING KEY INFLUENCERS

Seeking to reach the broadest possible audience, they considered potential The Exposure Labs team wanted to shift policy too. This meant getting the film in front of people who

WHAT HAPPENED WHAT barriers that certain audiences might experience, and encouraged a more held power in certain arenas. So, they showed Chasing Coral at major international forums like the neutral framing to avoid shutting them out. For example, for audiences who United Nations, UNESCO, and the World Bank. may not relate to the language of “evolution”, they encouraged interview • subjects to restate comments to get the point across without alienating those They screened the film with over 50 government agencies, including the Environmental Protection E PDF CLIC BL KA viewers. Agency in the US, the US Coast Guard, and to lawmakers on Capitol Hill. They also targeted specific KA BL C E influencers at the US state level where they saw the potential for change. I L P C D Use the folder ADVOCATING FOR A PLATFORM-SHIFTING IMPACT F

• tabs to navigate

• DISTRIBUTION DEAL

through story

environments! L

E I

A The team knew a Netflix Originals deal would be a game changer in terms

I E

P C

• of reach, and they also knew they needed the flexibility to go deeper with community screenings. The Exposure Labs team created an overview of their impact goals to share their vision with their potential distribution partner. They advocated for an impact-rich approach to getting the film out into the world, which enabled them to negotiate a Netflix deal which hit reach and depth at the same time.

The Netflix Originals distribution deal included a single, public, educational screening license for any Netflix subscriber so that they could screen the film without additional charge in any venue of their choosing. The film would immediately reach a potential global audience of 139 million subscribers in over 190 countries, and highly motivated subscribers could immediately 26 Chasing Coral | Campaign & Impact 27

IMPACT

WIDESPREAD UNDERSTANDING OF CORAL BLEACHING The film and all resulting media coverage elevated coral as a symbol for the climate movement. It also sparked the creation of new media. In November 2017, during the COP23 climate talks, Upworthy Chasing Coral significantly influenced public understanding of the urgency published a video using the timelapse footage of coral bleaching to highlight the urgency of the issues of climate change through the story of coral bleaching. Public and private and shift the focus from complex policy to visual evidence. screenings reached an estimated 150k people worldwide,1 ranging from the remote island of Pago Pago to the high latitudes of The Arctic University of The filminspired artists to make coral the subject of their works, from body art to large-scale Norway. The film and campaign quickly began to saturate public discourse, installations. generating 7,000 press hits2 – including in major publications like NPR, The New York Times, CNN, and Vice – altogether reaching millions of people. WHAT HAPPENED WHAT “A beautiful and heart-wrenching reminder of how important the ocean is to all of us, and why the ocean deserves an Oscar.” • — E PDF CLIC Richard Branson, Virgin Group BL KA KA BL C E I L P C D Use the folder MAINSTREAMED CORAL AS A SYMBOL OF THE CLIMATE CRISIS

• tabs to navigate

•

through story

“It’s a story that translates without words. Seeing a single slice of reef

environments! L

E I

A progress over the course of a minute-long timelapse from a kaleidoscopic,

I E

P C

• thriving ecosystem to nothing but clumps of stray sludge hits home: in the Meg Rosko Instagram Instagram Instagram film, an audience attending a presentation by Rago is brought to tears by @nutmegandhoneybee @_amanda_west @soniarandallart @baceramics_glass the images.” via Instagram — Conde Nast Traveler Coral also made its way into interesting new spaces, such as the world of design. In October 2018, Jeff Orlowski and Richard Vevers, a subject of the film, attended and screened the trailer at the annual XPRIZE summit, a design challenge meant to solve humanity’s greatest challenges. The summit awarded its Top Prize in Design to “Coral Survival” — a concept aimed at protecting and restoring coral reefs.

1 This is based on the low end of scaled estimates provided by screening hosts who registered their events. 2 This is based on total hits returned by Google News. 28 Chasing Coral | Campaign & Impact 29

IMPACT

By 2019, the Earth Day theme “Protect our Species” declared coral reefs one of the six species to rally around.

In fact, by this point coral had become so mainstream that Pantone, the color manufacturer and global design force, announced that the 2019 Pantone Color of the Year would be “Living Coral”.

WHAT TRACKING IMPACT TELLS US

WHAT HAPPENED WHAT The team knows they elevated awareness about coral bleaching, positioned coral as a symbol of the climate crisis, and broadened the climate movement because they: • E PDF CLIC —— Secured a rise in mentions/press coverage about the film BL KA KA BL C E —— Secured new influencer mentions about the film/coral I L P C D —— Noted a rise in online traffic (emails and social media) Use the folder

• tabs to navigate

• —— Noted a rise in mainstream attention (art and projects) around coral

through story D

P —— Observed press coverage about the film connecting coral and the climate

environments! L

E I

B crisis A

I E

P C

• —— Learned anecdotally that partners had reached a greater percentage of their target audiences —— Heard directly from policymakers that they had changed their minds after seeing the film 30 Chasing Coral | Campaign & Impact 31

CHANGING MINDS CHANGING BEHAVIORS CHANGING STRUCTURES CHANGING COMMUNITIES The Chasing Coral campaign mobilized voters to consider the climate when voting, prompted individual actions, and inspired student impact projects relating to the climate.

STRATEGY

TAKING AN EVALUATIVE AND ITERATIVE APPROACH through a solutions lens, encouraging people to join “The Great Transformation” discussed in the film, aligning positive climate action with job creation and greenifying cities. Language that makes people While activating the impact campaign for their prior film, Chasing Ice, the want to be involved rather than turn away. team learned the challenge and value of engaging individuals to take specific action. They also tested out models and approaches in a variety of LEVERAGING INTEREST THROUGH A DECENTRALIZED DESIGN communities. A key lesson on reaching new audiences for climate messaging was to engage non-traditional messengers, such as conservative farmers and The team channeled all the incoming interest toward specially built resources that identified how best church groups. They then created easy ways - paper printed with message to inspire individual actions. That made it easy for any interested person to host a screening of their boards and marker pens on site at the screening, and a social media hashtag own with minimal support from the Exposure Labs team.

WHAT HAPPENED WHAT - for audiences to target their congresspersons directly. And people did! PAY ATTENTION TO WHAT WORKS; WHEN IT DOESN’T, PIVOT • For example, the Australian Marine Conservation Society (AMCS) self-organized nine screening events E PDF CLIC BL KA The team maintained this evaluative/learning approach during the Chasing in eight cities throughout 2017 as part of their Great Barrier Reef Roadshow to mobilize against the KA BL C E Coral campaign and course corrected throughout. For example, the Adani coal plant being developed along the Great Barrier Reef. In fact, in two years, the Exposure Labs I L P C D Use the folder Ambassador program that they had initially envisioned did not take off. The team supported over 2,000 registered community screenings in over 100 countries. F

• tabs to navigate

• idea was to engage highly motivated people locally to support future

through story

environments! L screenings and impact events. While the team received plenty of emails from The resources they provided included: digital toolkits for planning and promoting an event, tips for

E I

A interested audience members, they soon realized they did not have the engaging local organizations and speakers, guidance on how to move guests to action, a social media

I E

P C

• capacity to manage ambassadors effectively. So, they eventually discontinued guide, and classroom tools (e.g. curricula for short and long-term projects). They even offered a 6-minute that initiative. The team also put a lot of resources towards the creation of a VR film about the making of Chasing Coral for classroom use, which they provided upon request. map illustrating where screenings were taking place. But this was time- consuming and when they realized it wasn’t necessarily helping anyone, they The keys to the success of this design were: abandoned that effort. —— Robust marketing to support broad outreach and generate big buzz —— A dedicated and experienced team of two to manage incoming requests and fulfillment RE-FRAME THE NARRATIVE TO ENGAGE AUDIENCES IN A HOPEFUL —— Effective resources that clearly outlined MESSAGE 1. the campaign goals 2. what people could do Another lesson was the importance of deploying a more effective framing. 3. where to find resources/partners The climate crisis can be overwhelming - especially when presented through 4. the tech challenges they might encounter, with troubleshooting tips a problem lens. The Chasing Coral team intentionally started talking about it 5. case studies (impact stories) to help people imagine what they could do 32 Chasing Coral | Campaign & Impact 33

STRATEGY

—— Uploading the guides to a Google doc, allowing for real-time editing to Big Screen Bloc Party maintain the most up-to-date information and recommendations In Georgia, for example, the team’s success was the result of a few key tactics, which they used to —— Directing audiences to other campaigns support seven screenings for roughly 300 attendees through the first half of 2018: (rather than reinventing the wheel): • National Geographic’s 14 Ways to Reduce Your Carbon Footprint for 1. Experimenting with an event chair organizing model. In this model, Exposure Labs did the work of individual actions; The 50 Reefs Initiative, so they could report on reefs setting up the events, but engaged community leaders to help them bring in their target audiences. in their community; a Change.org petition to ban coral damaging This allowed them to draw on their own experience and expertise, while also tapping into existing sunscreen in Hawaii; calling on UNESCO to protect The Great Barrier local networks, knowledge, and credibility. Reef from fossil fuel development

WHAT HAPPENED WHAT 2. Expanding to other stories. Crucially, the team realized that their film wasn’t necessarily the most See all guides here: www.chasingcoral.com/take-action appropriate for all audiences so rather than promoting Chasing Coral, they turned to other climate related films like Beasts of the Southern Wild, Captain Planet, Jungle Book, and Wall-E • GOING DEEP IN TARGET CITIES AND STATES when they wanted to reach new audiences and engage non-traditional allies. They also created E PDF CLIC BL KA marketing materials that partners could use to elevate those events. KA BL C E The decentralized design allowed them to free up resources to go deeper I L P C D Use the folder in “purple” (i.e. politically mixed) communities to engage non-traditional allies. 3. Bringing in local, trusted messengers with the unique capacity to effectively reach their audiences F

• tabs to navigate

• Each community aimed for a different kind of social impact: and move them to action. For example, they brought in former Atlanta Falcons NFL player Ovie

through story

environments! L Mughelli, who shared the spark that made him become an environmental champion, as well as local

E I

A —— Big Screen Bloc Party mobilized voters businesses such as tech start-up Goodr, and rapidly expanding popsicle company King of Pops. This

I E

P C

• —— The Dear South Carolina Tour shifted policymakers’ positions was a powerful way of making their causes relatable to mainstream and other audiences. —— The Unstoppable Schools Project inspired young people in South Carolina —— The Chasing Brews Colorado Campaign strengthened the local community 34 Chasing Coral | Campaign & Impact 35

STRATEGY

The Dear South Carolina Tour Using Chasing Coral as a launchpad, the project-based learning curriculum had students form teams In South Carolina they deployed a few key strategies and tactics to elevate to investigate a local environmental issue of their choosing and initiate plans to take action. the impact of their tour of nine state house districts, with over 30 screening Students were required to exercise autonomy, awareness, and complexity through these events in a one year period: investigations. The project thus encouraged leadership and supported a broader understanding of local environmental issues. The team tested this thinking by conducting an early screening and 1. They targeted districts where increased public support for clean energy workshop with educators in December 2017 to garner lessons and share ideas, before officially was needed to build political will and influence legislators. launching the program and materials.

2. They implemented a field organizer model, supporting their partner 2. Actively involved Zack, one of the key protagonists in the film, in these events. His presence added a

WHAT HAPPENED WHAT Conservation Voters South Carolina (CVSC) to lead the work on their own. bit of cachet and excitement for students. In fact, beyond South Carolina, Zack visited almost 50 Exposure Labs offered them a grant and trained seven of CVSC’s schools in-person and an additional 100 virtually. By the end, he had spoken to over 11,000 students community organizers to build their capacity to use film to advance their across North America and corresponded with thousands more around the world over email and • work. This included sharing best practices from previous efforts, providing social media. E PDF CLIC BL KA screening and action tools, and helping them to design highly curated KA BL C E events for their respective local needs. I L P C D Use the folder

• tabs to navigate

• 3. They provided invaluable communications tools for organizers to pair with

through story

environments! L the film, including posters that amplified constituents’ voices in support of

E I

A clean energy across the state. Organizers leveraged these assets in other

I E

P C

• venues, such as farmers’ markets and community gatherings.

Unstoppable Schools Project In South Carolina’s Charleston County School District, they screened Chasing Coral over the spring 2018 semester at seven high schools, reaching 3,000 students. In order to boost these efforts they:

1. Created a set of classroom curricula to help educators use the film to promote discussion and learning and to inspire projects. This included one-day classroom modules, as well as a semester-long, project-based learning curriculum.

36 Chasing Coral | Campaign & Impact 37

STRATEGY

The Chasing Brews Colorado Campaign 3. Meeting people where they already gather: at local breweries. While this is not your typical venue In Denver, Colorado, the Chasing Brews campaign deployed a few key for a film screening, it made it easy to reach local audiences with the film’s message. This was strategies and tactics around their goal of empowering leaders and engaging especially important for this land-locked state, where coral is not necessarily top of mind. new audiences that elevated the impact of eight screenings, reaching 250 attendees over their four month campaign: 4. Highlighting local sustainability champions (including the brewers themselves) to make sustainability more accessible to audiences and thus inspire them to join The Great Transformation. For example, Dominic Rosacci, co-founder of Allmade and CEO of Superior Ink in Denver, whose companies hold sustainable practices as a first principle, struck such a chord with the audience at his first event that he came back to speak at the following ones. WHAT HAPPENED WHAT 5. Providing hand-outs with specific ideas on how to take action. And, following the panel, attendees were invited to take a polaroid and write down their commitments, which ranged from reducing • meat consumption and composting to voting and volunteering with local organizations. E PDF CLIC BL KA KA BL C E I L P C D Use the folder

• tabs to navigate

•

through story

Audiences watch Chasing Coral in a Colorado Brewery

environments! L

E I

I E

P C

• 1. Leveraging breweries as trusted messengers in the community. They targeted brewers that were already leading the charge, from waste diversion to water conservation and recycling, many of whom were also coming from a science background. They invited representatives of the breweries to speak before and after the screenings, knowing that concerned but unengaged regulars would pay attention to what they had to say.

2. Featuring local experts and organizing partners on post-screening panels meant that local brewers didn’t have to answer the “tough” questions on climate and local connections. 38 Chasing Coral | Campaign & Impact 39

IMPACT

INSPIRED INDIVIDUAL ACTION GLOBALLY “Zack and the film were the catalyst to PBDA’s focused attention on the plight of the world’s coral reefs. Zack’s enthusiastic delivery of this message and his devotion to empowering youth to take Chasing Coral was used in over 2,000 self-organized screenings around the action was the driving force behind the birth of our very own PBDA Coral Project.” world and sparked countless actions - ranging from personal commitments to — recycle or stop using certain products, to more aggressive shifts such as Palm Beach Day Academy Facebook joining the work of local organizations or helping to track the impact of the climate crisis on coral reefs in viewers’ communities. While the decentralized Zack speaking virtually to PBDA nature of the campaign made it difficult to track individual actions, the team knows that as of June 2019: WHAT HAPPENED WHAT —— Online donations to the campaign through the WILD Foundation amounted to almost $80,000 since the film premiered to support the • outreach. E PDF CLIC BL KA —— 62,000 people downloaded the Action Guide. KA BL C E —— 1000+ people reached out to them to learn more about how I L P C D Use the folder to take action.

• tabs to navigate

• —— 200+ people, groups, schools and other organizations requested

through story

environments! L to use their VR film.

E I

A —— 150+ helped document coral bleaching and climate change.

I E

P C

• —— Chasing Brews’ Colorado campaign prompted 50 personalized commitments to change.

Some screenings even inspired new projects and initiatives. For example, screenings and a virtual visit from Zack in West Palm Beach, Florida inspired the Palm Beach Day Academy (PBDA) to apply for, and ultimately receive, a grant to purchase several tanks to grow coral and launch the PBDA Coral Project. And students at Gulliver Schools in Florida were so inspired by the film they went on to host the inaugural Miami Youth Climate Summit in March of 2019, where Zack was a keynote speaker. 40 Chasing Coral | Campaign & Impact 41

IMPACT

ACTIVATED VOTERS IN ATLANTA AND SOUTH CAROLINA The Dear South Carolina Tour used screenings to build support for the Big Screen Bloc Party successfully inspired voters in Atlanta, especially state’s faltering solar energy plans in passive environmentalists, to go to the polls for the 2018 midterms with the nine state house districts. The team environment top of mind. encouraged constituents to post messages on a dedicated website, Each screening event connected the film’s story to the city’s emergence as an www.DearSouthCarolina.com, and environmental leader. Each one fostered a fun party vibe and highlighted local shared it with targeted legislators to sustainability champions, like the beloved Atlanta popsicle brand King of show visual evidence of their

WHAT HAPPENED WHAT Pops and local sustainable design architects. Then, guests at some events constituents’ positions. Based on their were asked to take the Unstoppable Voter Pledge to show up at the polls with partner’s feedback, this strategy, and the environment top of mind - with great success. At other events, they aimed the perception of scale they were able • to raise awareness about the key role the Public Service Commission (PSC) to produce through it, really worked to E PDF CLIC BL KA plays in clean energy decisions and urged audiences to pay attention to PSC help get the attention and support they KA BL C E elections. needed (more information on the I L P C D Use the folder impact of this under Changing

• tabs to navigate

• Structures below).

through story

environments! L

E I

I E

P C

• WHAT TRACKING IMPACT TELLS US

The team knows they prompted individual action and mobilized voters to take the climate into consideration when voting because they:

—— Secured relatively high voter conversion rates tracked through a professional firm, EVP, in Georgia —— Secured new audience commitments to take action/shift behavior in Polaroids taken at events —— Secured new Action Guide downloads indicating the *intent* to take action —— Secured new photo submissions to increase pressure on legislators —— Learned anecdotally that audiences were moved to volunteer, donate, and join partner efforts —— Learned of new projects or initiatives inspired by the film 42

E PDF • CLIC BL KA A tabs to navigate B environments! Use thefolder K through story L IC E L P C D WHAT HAPPENED F

•

I E

B Chasing Coral |Campaign&Impact

L P C

• Then inearly2019, ahead ofanimportantvote, CVSC was able to maintain clean sources ofenergy.” So, SouthCarolina’s future energy needsare gonnahave to bemetfrom solar. Hesaid:“Nuclearisontheway outinSouth Carolina, aswe’ve seen. up voting infavor ofabillinearly 2018 that doubledthenetmetering capon enough publicpressure through theDear SouthCarolina Tour that heended during theSouthCarolina 2018 legislative session. They were ableto build Rep. Jason Elliott,whohadpreviously voted down alandmark solar bill The Conservation Voters ofSouthCarolina (“CVSC”) focused directly on State — — — — — public statements ofsupportby theendofit.These included: consistently vocal insupportofcleanenergy priorto thecampaignmade representatives attended ascreening, ofwhichfive whohadnotbeen for cleanenergy legislation inthestate. At least nineSouthCarolina state constituent positionsinfavor ofcleanenergy, andsuccessfully builtsupport The DearSouthCarolina Tour collected andpromoted messages to elevate DIRECTLY —INTHEUS contributed to theadvancement ofrelevant new policiesandfunding. Chasing Coral engagementactivitiesbothdirectly andindirectly GAME CHANGINGPOLICIESANDFUNDING — — — — — Representative JasonElliott,aRepublican inGreenville County Representative Clary, Gary aRepublican inPickens Representative Ashley Trantham, aRepublican inGreenville County Senator Scott Talley, aRepublican inSpartanburg County majority leader Senator Shane Massey, aRepublican inAiken County andtheSenate CHANGING MINDS CHANGING MINDS CHANGING BEHAVIORS mobilize against theAdani coal plantbeingdeveloped alongtheGreat Barrier Reef. Inafinal report, organized screenings ineightcitiesthroughout 2017 aspartoftheirGreat BarrierReef Roadshow to campaign. Aspreviously noted, theirpartner, theAustralian MarineConservation Society(AMCS), The Exposure Labsteam alsopromoted efforts to protect Australia’s Great Barrier Reef through the to drive policy andfunding to protect reefs through acreative show ofpublicsupport. Based onthefilm, The Ocean Agency alsodeveloped another initiative called“Glowing”, whichaims “ result ofthefilm.Inaddition,he explained: support for coral reef conservation, withwell over $1mdonated.” Vevers attributes thisasadirect The Ocean Agency, founded by Richard Vevers, whofeatures inthefilm,saw “animmediate jumpin DIRECTLY —INTERNATIONALLY “ making solaramore desirable optionfor residents across thestate. unanimously passing thestate HouseandSenate, andbeingsignedinto law. The new legislation is pressure against awell-organized oppositionthat ultimately ledto theEnergy Freedom Act IMPACT Richard Vevers, The Ocean Agency — Philanthropies to protect thereefs identified.” conservation action.This study ledto an$86mfundingcommitment from Bloomberg vulnerable to climate changewere identifiedthat could helpwithtargeting more effective $1.5 millionwas raised for agroundbreaking scientific study -aportfolio of50 reefs that are less Ocean Agency together withthescientists involved inthefilmdeveloped the50Reefs initiative. One ofthebiggest impactsthe filmhad was to inspire new initiatives. Richard Vevers and The State Rep. JasonElliot — will impacthow viableafuture we have.” It was avery powerful film.Itshowed methat change occurs quickly. Choices that we make today inspired policiesthat protect coral reefs andpromote The ChasingCoral campaignunlocked funding and CHANGING STRUCTURES CHANGING STRUCTURES 100% cleanenergy/solar power.

CHANGING COMMUNITIES

43 44

E PDF • CLIC BL KA A tabs to navigate B environments! Use thefolder K through story L IC E L P C D WHAT HAPPENED F

•

I E

B Chasing Coral |Campaign&Impact

L P C

• successful (thoughtheFloridabillhassince beenstalled by theState Senate). (July 2018) andanotherinFlorida (Key West in February 2019) were traction incoastal cities around theworld. Two suchcampaigns,oneinHawaii sunscreens that contain chemicals believed to harmcoral reefs were gaining Sunscreen bans:Around thetimeoffilm’s release, campaigns to ban the story. any thefilmhadonthismilestone, thoughit’s possible itplayed somepartin strategically organized by theteam, soitisuncertain what kindofinfluence if held across Belize by DIYscreening partners. Inotherwords, these were not protect itsbarrierreefs. Throughout 2016-2017 aboutfive screenings were Oil exploration inBelize: InJanuary2018, Belize bannedalloilexploration to examples of correlation, butnotcausation, include: occurred incontexts where there were interesting developments. These of initiatives indirectly. These were examples where screenings ofthefilm By puttingcoral onthemap, ChasingCoral helpedgive aboost to anumber INDIRECTLY the Adani coal plant isstill beingdeveloped somore work needsto bedone. Barrier Reef, thesinglelargest investment to date. Unfortunately, however, Then inApril2018, Australia committed $379 millionto protecting theGreat recruitment. local organizations usedtheopportunityto supportoutreach and of smallerChasingCoral screenings upanddown theeast coast, andmany which covered thecost oftheentire roadshow. They alsoinspired anumber for theGreat BarrierReef, includingnew volunteer sign-upsanddonations the AMCSreported that they hadinspired nearly2,000 peopleto stand up CHANGING MINDS CHANGING MINDS CHANGING BEHAVIORS

— — 100% cleanenergy/solar because: The team knows they unlocked fundingandinspired policiesthat protect coral reefs andpromote WHAT TRACKING IMPACT TELLSUS penned ablogpost, whichwas accessed 1,230times. influence, ifany, thefilmhadonthesewins.ButExposure Labs teamdidlendsupport tothemand DIY screenings andnotstrategically organized by Exposure Labs,soit’s uncertain what kindof screenings were heldinHawaii over thecourse of1year between July2017 and2018. Again, thesewere At least 41 screenings ofChasingCoral were heldthroughout Floridain2017 and2018, andanother41 IMPACT — — Core partnersreceived increased fundsfor related programs andinitiatives A new cleanenergy billpassed inSouthCarolina asaresult ofdirect pressure onspecificlegislators inspired policiesthat protect coral reefs andpromote The ChasingCoral campaignunlocked funding and CHANGING STRUCTURES CHANGING STRUCTURES 100% cleanenergy/solar power.

CHANGING COMMUNITIES 45 46

E PDF • CLIC BL KA A tabs to navigate B environments! Use thefolder K through story L IC E L P C D WHAT HAPPENED F

•

I E

B Chasing Coral |Campaign&Impact

L P C

• “ partners inthecampaign. historically hadnotengagedwithby leveraging theskillsthey developed as And CVSC hascontinued to buildrelationships withcommunities they is now ago-to organizing tool that CVSC uses,even beyond ChasingCoral. It alsoexpanded theorganization’s field-organizing capacityingeneral. Film and communicate withandget ontheradars ofmany others. campaign helpedthemto strengthen relationships withlocallegislators (9) in thenumberoflegislative contacts from previous years. Inotherwords, the Carolina asdescribedearlier. Andthepartnershipresulted ina30%increase Carolina Tour, successfully builtsupportfor cleanenergy initiatives inSouth of SouthCarolina, oneofthecampaign’s majorpartnersontheDearSouth Some partnersuseditto buildsupportfor key initiatives. participation inprograms. world, includingcities,through increasing membership, volunteers, and The campaignsupported thework ofthousandspartnersaround the “ STRENGTHENED THEIRPARTNERS’ WORK John Tynan, CVSC — that we’ve never beenableto openbefore.” Film asanorganizing tool, it’s glue, it’s aconnection... itopensupdoors John Tynan, Executive Director, Conservation Voters ofSouthCarolina — to thenext level.” It’s ashot ofadrenaline that just allows usto take what we do CHANGING MINDS CHANGING MINDS

Conservation Voters CHANGING BEHAVIORS

Fostering civicparticipation. 100% CleanEnergy Plan. together localleaders andmembersoftheircommunity andto seekcommunity feedback onthecity’s and itsDirector ofSustainability openedupthecouncil chambersto screen ChasingCoral , to bring IMPACT CHANGING STRUCTURES

During BigScreen BlocParty efforts, theCityofAtlanta with filmasa tool to grow themovement Supported grassroots organizations CHANGING COMMUNITIESCHANGING COMMUNITIES to protect theclimate.

47 48

E PDF • CLIC BL KA A tabs to navigate B environments! Use thefolder K through story L IC E L P C D WHAT HAPPENED F

•

I E

B Chasing Coral |Campaign&Impact

L P C

• collectors. Association usedtheirscreening to enlist area fishermanaslocaldata day withascreening to energize volunteers. The MaineCoast Fishermen’s Bonn, Germany to theCitizens’ Climate Lobby, whokicked offtheirlobby Are #StillIn” campaignto gather students around theclimate negotiations in Energizing theirbaseormoving itto action.Examples ranged fromWe the“ affordable for residents. led to thelaunchof Solarize Newton, acampaignto make rooftop solar including themayor, planningcommissioners, andcitycouncil members.This between thecommunity, sustainability organizations andcityofficials implementation ofnew sustainability initiatives to foster collaboration In Newton, GA,city officialshosted ascreening anddiscussion around the Michael Webster, Tasting Room Manager — “ sustainable practices to goeven further. Onememberoftheirteam wrote: Screenings inColorado inspired onebrewery that was highlighted for its STRENGTHENED CLIMATE LEADERSHIP — used thefilm to collect over 100petitionsignatures opposingoffshore drilling. brewery.’’ recycling ourgrain bags&plastic wrap from kegs that we useinour vendors to stop packaging inplastic sleeves andfound away to start buying singleuseplastic cupsfor guests’ water glasses, asked ourclothing some were biggerbutwe realized that every littlebithelps.We stopped could bemore sustainable asabrewery. Somechangeswere smalland After thescreening we heldameetingwithour staff to seewhat ways we — Virginia League of Conservation Voters andOceana CHANGING MINDS CHANGING MINDS CHANGING BEHAVIORS both also both also youth abouttheimportance ofnational parksandmonuments. screenings, to ten year-old Robbie Bondfrom Honoluluwhofounded KidsSpeakfor Parks to educate take onleadershiproles. From sixthgrade student Cadenwhospoke regularly atChasing Coral To date, educators have shown ChasingCoral to 50kstudents, www.chasingcoral.com/unstoppable-schools/. The campaigninstantly turnedstudents into scientists working intheinterest oftheenvironment. See: environmental issues, they were alsoableto educate theirown communities aboutthemtoo. not onlyhave theseyouth gainednewfound leadershipskillsandabroader understanding oflocal nearby waterways to evaluating thesocio-economic obstacles to solarenergy adoption.Asaresult, investigate localenvironmental issues. Projects ranged from examining microplastic concentrations in School District whoviewed ChasingCoral over thespring2018 semester completed 40projects to Through theUnstoppable Schoolsproject, 400+students at South Carolina’s Charleston County IMPACT CHANGING STRUCTURES

inspiring many andleadingsometo with filmasa tool to grow themovement Supported grassroots organizations CHANGING COMMUNITIESCHANGING COMMUNITIES to protect theclimate.

49 50

E PDF • CLIC BL KA A tabs to navigate B environments! Use thefolder K through story L IC E L P C D WHAT HAPPENED F

•

I E

B Chasing Coral |Campaign&Impact

L P C

• — — — they could useto grow themovement to protect theclimate becausethey: The team knows they supported grassroots organizations andoffered a tool WHAT TRACKING IMPACT TELLSUS campaign activitiesaimedat fostering andstrengthening community. justice. This new project was alsoanotheroutcome ofChasingCoral‘s to strengthen thework ofotherartists whosework aimsto supportclimate makers, inJuly2019 Exposure Labs embarked onaproject withDocSociety critical importance of sharingtheselessons outwithotherclimate media strong lessons aboutwhat works andwhat doesn’t.And,recognizing the Because theteam took anevaluative approach to thecampaign,they — — — youth scientists Heard stories oftransformation andnew climate leadership, including their organizing capacity Learned anecdotally from partnersthat the campaign hadhelpedincrease support attract new membersandvolunteers, andincrease engagementand Learned anecdotally from partnersthat they were ableto raise funds, CHANGING MINDS CHANGING MINDS CHANGING BEHAVIORS gained gained Photo by Catherine Yrisarri IMPACT CHANGING STRUCTURES with filmasa tool to grow themovement Supported grassroots organizations CHANGING COMMUNITIESCHANGING COMMUNITIES to protect theclimate.

51 52 Chasing Coral | Ethical & Emancipatory Practices 53

The Exposure Labs team’s efforts surrounding Chasing So they shifted their orientation to the work and doubled down on their commitment to radical collaboration. Through the campaign they have sought Coral offer valuable lessons and leadership related to share lessons from their work to help build power and capacity among their to ethical and accountable campaign practices. First campaign partners and be a source of support to them. This is what’s behind their branding of projects as “Unstoppable” rather than “Exposure Labs” - a and foremost, when they took stock of what it was new development – because their goal is not only to leverage their own films or going to take to make this film, they realized it would brand but to elevate new climate champions and media projects any way they require an immense amount of travel and carbon-heavy can. And, as previously mentioned, Exposure Labs has partnered with Doc Society to design a climate storytelling lab in 2019 to share resources and expenditures. But they did not want to contribute to knowledge to support the next wave of climate mediamakers and strengthen the problem. efforts collectively. “Because,” says Chasing Coral producer Larissa Rhodes, “the problem isn’t going away, it’s getting worse. And we need all of us working PRACTICES So, they made a couple of key decisions to limit their own greenhouse gas together to solve it.” emissions:

1. They made choices that reduced their carbon footprint. For example, they used more costly materials in their production but ones that are safer for THE PROBLEM ISN’T GOING AWAY, IT’S GETTING WORSE. the environment. And they drew upon their global network to find people AND WE NEED ALL OF US WORKING TOGETHER TO SOLVE IT. with cameras willing to document coral bleaching in their own backyards — so the team wouldn’t have to travel to do so themselves. The Larissa Rhodes, Producer, Chasing Coral crowdsourcing campaign led to hundreds of photo submissions that Exposure Labs then fact-checked. Finally, through the Netflix negotiations, the team had a real opportunity to 2. They offset their carbon footprint by painstakingly tracking travel miles carve out a stronger space for impact in the industry, and they took it. The (by plane, car, boat) and other key indicators (accommodation, energy Exposure Labs team worked collaboratively with Netflix to educate them about usage etc.). Then they worked with Renewable Choice, a US-based their impact vision for the film, had an impact strategy and list of outreach electricity company that helps groups to offset their carbon footprint, goals, and ultimately secured a deal that ensured they could do what they to offset the impact of their production and the first year of their impact needed to do to reach those goals.

ETHICAL & EMANCIPATORY ETHICAL & EMANCIPATORY work. Renewable Choice is focused on offsets for larger businesses, but there is a host of other good organizations working in this space. There were a couple of factors in their favor: 1) The film and campaign were privately funded, which meant Exposure Labs didn’t need monetary support But the climate crisis is not something one team can solve on their own - not from Netflix for their outreach work. 2) Netflix was already a sympathetic through a film and not through limiting or offsetting their carbon footprint. partner after some early exposure to impact campaigns through other films like Audrie & Daisy and The 13th. This meant the team was able to secure a deal - the first of its kind - that allowed public educational screenings in any venue for any audiences (so long as the impact goals were aligned). As a result, this deal has helped to carve out a stronger space for impact with documentaries in the emerging streaming and distribution landscape. 54 Chasing Coral | Timeline 55

THE TIMELINE

Photo: Trevally at Lady Elliot Island - Photo By The Ocean Agency/ XLCatlin Seaview Survey/Christophe Bailhache 56 Chasing Coral | Timeline 57

NOVEMBER 2017 2015 2016 2017 JULY 2017 Zack Rago UNESCO issues report addressing returns to the Great Barrier Reef climate change risk to coral reefs for a 21 day expedition to ID on World Heritage properties super corals that can be used REAL WORLD EVENTS to strengthen nearby reefs OCTOBER 2015 JANUARY 2017 JANUARY 2017 JULY 2017 Chasing Coral participates Chasing Coral premieres Exposure Labs onboards One week theatrical qualifying run in New York in Good Pitch NYC at the 2017 Sundance Film Social Media expert Bre and Los Angeles Festival and is picked up by Graziano THE FILM Netflix as an Original Chasing Coral premieres globally on Netflix SPRING 2016 SPRING/SUMMER 2017 JULY 2017 Erin Sorenson helps to build Exposure Labs onboards four Screening for lawmakers preliminary impact strategy additional core impact team on Capitol Hill members: Megha Agrawal OCTOBER 2017 WINTER 2016 Sood, Max Steinman, Meghan Bipartisan screening in Exposure Labs hires Impact Welsch, and Savannah Miller Congress co-hosted by Producer, Samantha Wright Sen. Murkowski (R-AK) Zack Rago, a subject of the and Sen. Whitehouse (D-RI) THE CAMPAIGN film, also joins the impact team AUGUST 2017 DECEMBER 2017 50 Reefs platform launches, Jeff Orlowski receives conceived by The Ocean the UN Environmental Agency during the filming Champion of the Earth of Chasing Coral award for Inspiration and Action IMPACT & ACHIEVEMENTS 58 Chasing Coral | Timeline 59

2018 OCTOBER 2018 2019 UN Intergovernmental Panel JANUARY 2018 on Climate Change releases Nearly all coastal governors denounce the US report warning of food administration’s plan to open seas to offshore drilling shortages and wildfires, and a mass die-off of coral reefs REAL WORLD EVENTS as soon as 2040 THE FILM JANUARY 2018 SPRING 2018 JUNE 2018 FALL/WINTER 2018 JUNE 2019 Launch of Dear Over 3,000 students The impact team expands with two Chasing Brews Colorado Dr. James Porter, one of the film’s featured South Carolina Tour across 7 South Carolina additional members: Samantha Adler campaign hosts 8 screenings scientists, screens Chasing Coral ahead of that targets nine high schools see Chasing and Alan Chan for approximately 250 “Biodiversity Loss Hearing” during Capitol Hill state house Coral through the attendees Ocean Week. Following the screening, the US districts semester through the SPRING/SUMMER 2018 House unanimously passes bill to address ocean Unstoppable Schools Unstoppable Georgia Tour hosts acidification Project. Constituents seven screenings with ~300 post messages to attendees to mobilize voters in time THE CAMPAIGNDearRepresentativeElliott.com for the 2018 midterms JANUARY 2018 APR 2018 JULY 2018 OCTOBER 2018 FEB 2019 MAY 2019 Belize bans Australia commits $379 Hawaii passes $86 million is pledged for coral Key West, Florida A solar bill that would make solar more affordable unanimously all oil exploration million to protect the a sunscreen ban conservation action through passes sunscreen ban passes both the SC House of Representatives and and Senate to protect its Great Barrier Reef Richard Vevers’ 50 Reefs initiative and is subsequently signed into law by Governor McMaster barrier reefs MAY 2018 DECEMBER 2018 MAR 2019 JUN 2019 State Rep. Jason Elliott changes his position Pantone unveils the 2019 Gulliver Schools in Florida The Ocean Agency launches its “Glowing Glowing Gone” and votes in favor of a bill doubling the net Pantone Color of the Year: host the inaugural Miami campaign using a collection of fluorescing-inspired colors IMPACT & ACHIEVEMENTSmetering cap on solar Living Coral Youth Climate Summit captured in Chasing Coral to call for climate action 60 Chasing Coral | Conclusions 61

CONCLUSION

Photo: SVII in Coral Triangle - Photo by The Ocean Agency/ XLCatlin Seaview Survey/Aaron Spence 62 Chasing Coral | Conclusion 63

Chasing Coral offers a poignant example of what it takes to have the kind of reach that can raise broad public awareness and understanding. The Exposure Labs team had the resources, capacity, and partnerships they needed to experiment and innovate in ways that not only benefited their campaign, but also the field. As a result of their efforts, they successfully elevated the demise of coral as a symbol of the climate crisis we face, offering both forensic

CONCLUSION evidence as proof and a humanizing portrayal to energize the movement.

Over the course of two years, campaign activities helped to expand the climate movement by reaching non-traditional allies, inspiring new youth leaders, giving a boost to their partners, and tipping the scales in favor of the climate in key states. And, as a result of their ongoing work and leadership and support for climate media-makers and others, the movement will continue to build upon this work with other films and projects for years to come.

There’s a long road ahead to turn around the urgent and devastating impact AS A RESULT OF THEIR EFFORTS, THEY of human-generated climate change, but this film, campaign, and team are SUCCESSFULLY ELEVATED THE DEMISE examples of the kind of leadership needed as we push forward. OF CORAL AS A SYMBOL OF THE CLIMATE CRISIS WE FACE, OFFERING BOTH FORENSIC EVIDENCE AS PROOF AND A HUMANIZING PORTRAYAL TO ENERGIZE THE MOVEMENT 64 Chasing Coral | Credits

URL: WWW.CHASINGCORAL.COM FOLLOW: CREDITS INSTAGRAM.COM/CHASINGCORAL FACEBOOK.COM/CHASINGCORAL TWITTER.COM/CHASINGCORAL CONTACT: [email protected] TAKE ACTION: Check out Exposure Labs’ new initiative to support organizations in using film and storytelling to advance the climate movement. WWW.WEAREUNSTOPPABLE.COM 2019

Supported by:

Written by: Edited by: Design by: Sahar Driver Jessica Edwards InvolvedDesign.com & Maxyne Franklin