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Winner: the House I Live In

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Winner: the House I Live In 119 120 WINNER: THE HOUSE I LIVE IN Could this be the beginning of the end for the ‘war on drugs’? 121 The House 122 I Live In THE HOUSE I LIVE IN As America remains embroiled in overseas conflict, a less visible war is taking place at home, costing countless lives, destroying families, and inflicting untold damage on future generations of Americans. Over the past forty years, the “war on drugs” has accounted for 45 million arrests, made America the world’s largest jailer, and damaged poor communities at home and abroad. Yet for all that, drugs are cheaper, purer, and more available today than ever before. Filmed in more than twenty states, The House I Live In captures heart-wrenching stories at all levels of America’s drug war - from the dealer to the grieving mother, the narcotics officer to the senator, the inmate to the federal judge. Together, these stories pose urgent questions: What caused the war? What perpetuates it? And what can be done to stop it? WHAT THE CRITICS SAID “The House I Live In is a revelation, a documentary that splices hard fact with emotion to build an impressive case against the so-called “war on drugs” in America” — The Times Sundance Grand Jury Prize African American Film Peabody Award Documentary Critics Award 123 124 THE CAMPAIGN 125 The House 126 I Live In THE CAMPAIGN CONTEXT IMPACT DYNAMICS As a tool for analysing campaign strategies, BRITDOC with NGOs and activists to understand how they The campaign’s overarching goal is ambitious; to has devised what we call the Four Impact Dynamics; conceptualise their work. More information on the contribute to a wholesale rethinking of American broad categories for the kinds of change you can make impact dynamics can be found in impactguide.org drug policy and to help end the “war on drugs” in the world. This has been developed by studying the Below we apply the impact dynamics to the campaign as it has existed for the past 40 years. films that we have worked with as well as working goals of The House I Live In. Rather than focusing on a specific corner of drug policy, either geographically or topically, the BUILDING COMMUNITIES CHANGING STRUCTURES campaign was spread as widely as possible. Grassroots organising – providing the focal point Top down change – whether in politics or business, around which people come together. directly influencing law and policy to change the The “war on drugs” is comprised of such a vast context. system of cultures, professions, and laws that Give at-risk communities a voice. the target audience is necessarily broad. End mass incarceration in America, and reform Target audience: aspects of the criminal justice system that Urban minority neighbourhoods, rural white areas, perpetuate racial and economic bias. and prison facilities. Support common-sense and achievable changes Empower campaign partners and all the other ‘long to drug laws specifically marijuana legalisation distance runners’ for justice who helped inform and sentencing reform. and inspire the film, increasing their visibility, funding, and efficacy. Target audience: Lawmakers, law enforcement, and educational Target audience: institutions at state and federal levels. Organisations already working on the issue. CHANGING BEHAVIOURS CHANGING MINDS Actively mobilising people to do Mass awareness and understanding – creating a shift in public attitudes. different not just think different, whether that’s to buy or boycott, Undertake an urgent rebranding of drug use as a public health donate or volunteer. problem instead of a criminal justice issue. Increase voter turnout Reframe the conversation topic from “the war on drugs” for the many local ballot initiatives. to “the FAILED war on drugs”. Target audience: General public. Shift the understanding of the “war on drugs” to mean US war on its citizens, rather than wars in Mexico, Colombia and Afghanistan. Target audience: General public and lawmakers. 127 The House 128 I Live In THE CAMPAIGN HOW THE CAMPAIGN WORKED policy agenda. Raphael G. Warnock of Ebenezer professionals within the broken Finally, they actively leveraged the Baptist, Reverend Dr. Frederick criminal justice system recognised film’s celebrity Executive Producers D. Haynes of the Samuel Dewitt its flaws. DISTRIBUTION STRATEGY by arranging for them to speak Proctor Conference and Dr. Bernice publicly about their experiences Powell Jackson, President of the Students were also targeted; over The distribution strategy was with the drug war. Among those World Council of Churches - all 75,000 have watched the film at informed by two principal concerns: appearances were Brad Pitt’s simulcast live, and then available high school and college screenings the first was a desire to reach the cameo at the LA premiere, where free online. including a live streaming event widest possible audience, and the he introduced readers of US Weekly from Ballou High School which second was a need for flexibility to the issues surrounding criminal Also that month the film was reached 20,000 students, where and agility, so the film could be justice reform, while John Legend screened at Shiloh Baptist Church Eugene Jarecki and Danny Glover best deployed to support local spoke on CNN and MSNBC about in Washington to a congregation held a Q&A discussion around reform and in venues that might the need for a more common-sense of over 2,000 people in person. civil rights. not traditionally carry it. With these approach to drug policy. two factors in mind, the team Following the screening there LEGAL REFORM chose a hybrid model of theatrical TARGETING AUDIENCES was a live performance by John distribution, one where they Legend covering “The House I Together with the Drug Policy self-released the film in Prison screenings were a priority Live In” covered by Paul Robeson, Alliance (DPA) and Families collaboration with Abramorama area, where the campaign aimed a performance by a young adult Against Mandatory Minimums Films and several publicity to empower a deeply marginalised choir, and a panel discussion (FAMM), the campaign identified and marketing firms. community with a better featuring Danny Glover, Eugene vulnerable state reform legislation, understanding of the system they Jarecki, Congressman Bobby Scott, then concentrated their efforts to Digitally, the film partnered with are part of. They also requested and Professor Charles Ogletree help pass new laws. FilmBuff to make the film widely that inmates tell their families about with Iva Carruthers of the Samuel available on all VOD and SVOD the film as they are part of a voting DeWitt Proctor Conference. For six months the campaign platforms. They offered the film for bloc of over 30 million Americans A number of prominent politicians worked closely with partner free to large audiences by arranging with the power to effect law reform. attended and, as part of the event, organisations who screened mass screenings through simulcast Faith based screenings were CNN premiered an exclusive John the film for legislators and voters technology. also a tentpole; over 80,000 people Legend music video showcasing in Colorado, Washington, and targeting marijuana legalisation watched the film in over 500 scenes from the film as part of their California while it also played in in Colorado and Washington, These screenings, organised churches in 34 different states. Inauguration Day coverage, and also general release in local theatres. and supporting California’s Three with campaign partners, included interviewed Legend and Jarecki live. Local reform groups used the film’s Strikes Law and Juvenile Second discussions with the filmmakers Most notable was a January 2013 The goal here was mass awareness profile as a recent Sundance winner Chance Bill, Connecticut’s Juvenile and were held concurrently with screening in honour of Dr Martin of the failed drug war. to publicise their respective causes, Sentence Reconsideration the general release of the film. The Luther King, Jr’s birthday where and the campaign was able to Proposal and the NYPD’s theatrical release was deliberately the film was screened to over There were also 200 screenings mobilise influencers in all states “Stop and Frisk” policy. scheduled to coincide with the 1000 people at the historic Ebenezer to professional organisations, to attend screenings and take run-up to the 2012 election and Baptist Church in Atlanta, GA, where the goal was to create action by using their vote. screened at the Republican and where Dr King himself had once a space where honest discussion Democratic National Conventions lectured. Following the film was could flourish; the team was This approach provided focused in order to put the drug war on the a Q&A with Eugene Jarecki, Pastor routinely surprised by how many campaigns in several states: 129 130 CAMPAIGN IMPACT 131 The House 132 I Live In CAMPAIGN IMPACT & ACHIEVEMENTS THE WHITE HOUSE sentences for federal nonviolent A group of 18 Congressmen has there is no doubt that the many drug offenders, a major policy shift. requested that Obama reschedule conversations surrounding the film There are major signs that there President Obama talked about using marijuana from its Schedule have contributed to the current has been a shift in direction within drugs as a teenager in his speech 1 classification, which defines it climate of change in national drug the administration; President introducing My Brother’s Keeper, as medically dangerous as harder policy reform. Obama and Attorney General a $200 million, five-year initiative, drugs like crystal meth and heroin.
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