2019 HI5 IMPACT CASE STUDY: UNREST Building a global movement to fight for people living with ME Film Still Unrest 2 Unrest | The Film 3 Jennifer Brea is twenty-eight years old, working on her PhD at Harvard, and months away from marrying the love of her life when a mysterious fever leaves her bedridden. When doctors tell her it’s “all in her head,” she picks up her camera as an act of defiance and brings us into the hidden world of the millions of people that medicine has abandoned. THE FILM In this story of love and loss, Traveling by Skype from the newlyweds Jennifer and Omar space of her bed where she is search for answers about the confined, Jennifer crafts intimate disease Myalgic Encephalomyelitis portraits of four other families (ME). As they explore possible suffering similarly in the US, UK treatments and face unexpected and Denmark. Their bedrooms obstacles, they encounter others connected by Skype and Facebook, who are dealing with similar these patients teach Jen how challenges. So Jennifer sets off to to make a life of meaning when tell their stories, too. everything changes. Jennifer Brea’s Sundance award-winning, Emmy-nominated documentary Unrest chronicles her personal journey from patient, to storyteller, to advocate. 4 Unrest | The Film 5 International: PRESS HITS: IN THE US: 13 THEATERS 229 reaching an estimated in NYC, LA, Chicago, SF, 14,348,498 people Estimated broadcast viewers: Berkeley, Seattle, Baltimore, Palo WEBSITE PETITION FOR ME EQUALITY: Alto, Grand Rapids, Atlanta, 9,573 signatures 22 COUNTRIES Portland, Princeton, Tucson Box office total: $40,081 1,324,000 96% of US households through PBS Independent Lens Held over for 2 weeks in SOCIAL MEDIA: Unrest email list grew from 3,000 to NYC & Berkeley 13,656 over course of the campaign • Unrest Facebook: 34,000+ 30,519 Followers IN THE UK: 57 THEATERS + 29,844 Likes WHO SAW IT? WHO SAW Box office total: $47,144 ATTENDEES • Unrest Twitter: 9,258 Followers 570+ COMMUNITY 2,653 Tweets with 40+ festivals internationally, including: Online: the #UnrestPBS hashtag Sundance, SXSW, CPH:Dox, Sheffield Doc/Fest, PBS Video: 37,271 streams HotDocs, MIFF, RiverRun International, SCREENINGS in the United States (over 14-day • Unrest Instagram: International Film Festival on Disability window 1/18/18 to 1/22/18) 3,993 Followers Vimeo: 4,354 on-demand plays globally Amazon: 650,294 minutes SUNDANCE FILM FESTIVAL NASHVILLE FILM FESTIVAL TRAILER VIEWS: streamed in United States, SPECIAL JURY PRIZE - BEST DOCUMENTARY United Kingdom, Germany DOCUMENTARY FEATURE Facebook Official Trailer: Netflix: No streaming figures *ALSO EMMY NOMINATED FOR 1,069,499 Views available (global release) OUTSTANDING DOCUMENTARY INTERNATIONAL FILM — iTunes: 8,371 transactions globally SHEFFIELD DOC/FEST FESTIVAL ON DISABILITY YouTube Official Trailer: Google Play: 1,423 transactions in EDITING AND SHORTLISTED FOR ILLUMINATE AWARD BEST DOCUMENTARY 335,854 Views United States, Canada, United FEATURE FILM — Kingdom, Ireland AN ACADEMY AWARD FOR BEST RIVERRUN INTERNATIONAL Vimeo Official Trailer: Vudu: 306 transactions FILM FESTIVAL 80,900 Views in United States Audience Choice SHEFFIELD DOC/FEST DOCUMENTARY FEATURE Award — Best VR AWARD 2017 Indemand: 927 Documentary Feature DirectTV: 99 6 Unrest | The Film 7 FILMMAKERS EXECUTIVE PRODUCERS IMPACT TEAM Ruth Ann Harnisch Laurie Jones, Global Director of Impact, Shella Films Regina K. Scully Jessica Edwards, Impact Strategist Mona Eliassen Erica Ales, US Impact Producer Ian Darling Hannah Bowlus, US Impact Co-ordinator Dan Cogan Lucy Wilson, UK Impact Producer Omar Wasow Film Sprout, Community and Grassroots Distribution Lisa Gunn Together Films, UK Impact Distribution Director/Writer/Producer Writer/Editor Producer Lynda Weinman Regina Clemente, Managing Director THE TEAM Jennifer Brea Kim Roberts Lindsey Dryden Donna Fairman Wilson IMPACT TEAM MEAction is the organization that Jennifer Brea EXECUTIVE PRODUCER & CREATIVE ADVISOR launched two years before Unrest. They are an Deborah Hoffmann international organization that develops and supports a network of country affiliates, affinity groups, city, state, regional, and other local chapters, Producer Producer Editor and individual advocates. They are building a global Patricia E. Gillespie Alysa Nahmias Emiliano Battista CO-EXECUTIVE PRODUCERS movement to fight for recognition, education, and Jenny Raskin research so that one day, all people with ME will Mitch & Debbie Menaged have access to compassionate, effective care. CINEMATOGRAPHERS Open Medicine Foundation Sam Heesen DENMARK CO-PRODUCER Solve ME/CFS American Medical Women’s Association Christian Laursen Anne Troldtoft Hjorth The Massachusetts ME/CFS & FM Association ME Association COMPOSER ME Research UK Bear McCreary ASSOCIATE PRODUCER Action for ME Emma D. Miller Emerge Australia A co-production between Shella Films and Little By Little Films Laura Hess Danish ME Association ME/CFS Foundation SA 8 Unrest | The Film 9 TRADITIONAL IMPACT CAMPAIGN DISTRIBUTION Regina Clemente, Managing Director, Shella Films US Theatrical Distribution: ORGANOGRAM IMPACT DISTRIBUTION Shella Films (self-distribution), Impact Campaign Strategy: in association with the Sundance Institute Jessica Edwards Creative Distribution Fellowship Community and Grassroots Distribution: Campaign Direction: Broadcast Distribution: Film Sprout Laurie Jones, Global Director of Impact, Shella Films PBS’s Independent Lens (US) Erica Ales, US Impact Producer UK Impact Distribution Hannah Bowlus, US Impact Coordinator SVOD: (Theatrical & Non- Lucy Wilson, UK Impact Producer Netflix Theatrical) Together Films VOD & DVD: Shella Films (self-distribution) 10 Unrest | The Film 11 PRODUCTION BUDGET TOTAL: HIGH SIX FIGURES Canary in a Coal Mine Kickstarter campaign Impact Partners Artemis Rising Foundation The Harnisch Foundation Chicken & Egg Pictures BUDGETS The Mara and Ricky Sandler Foundation Silicon Valley Community Foundation The Lagralane Group Sundance Institute Documentary Film Program Influence Film Foundation (UK) Women in Film 104 Films, British Film Institute Film Fund (UK) Theo Westenberger The Paley Center for Media Good Pitch Ian Darling Private donations IMPACT CAMPAIGN BUDGET TOTAL: $734,154 Sundance Institute Creative Distribution Fellowship Grant Time for Unrest Kickstarter campaign Ford Foundation Grant Wellspring Philanthropic Fund British Film Institute Audience Fund (UK) Shark Island Private donations 12 Unrest | Campaign & Impact 13 CAMPAIGN & IMPACT 14 Unrest | Campaign & Impact 15 Unrest premiered at the 2017 Sundance Film Festival in Park City, Utah. This kicked off a far reaching public campaign to raise awareness of ME, deepen understanding of the disease, especially among medical professionals, promote better and more empathetic policies and care, and attract scientific research and funding. To date, the film has been shown at over 500 community screenings, including virtual screenings for home-bound audiences. There were also intensive campaigns in the UK and Australia, where another 73 non- theatrical screenings were held. Unrest has inspired demonstrations and THE CAMPAIGN lobby days for funding and support all around the world, and it has helped to build up a powerful, organized constituency that actively advocates for what the ME patient community needs. THIS FILM AND ITS CAMPAIGN SHOW THAT AMPLE FINANCING AND A RELATIVELY LARGE TEAM (WITH MULTIPLE IMPACT PRODUCERS, DISTRIBUTION FIRMS, AND PR TEAMS) PAVED THE WAY FOR THE MASSIVE REACH THAT THIS TEAM WAS ABLE TO EFFECTIVELY BUILD. “Riveting... equal parts medical mystery, science lesson, political advocacy primer and even a love story.” — The San Francisco Chronicle 16 Unrest | Campaign & Impact 17 REACH — Tracked number of screenings with a registration form (date, location, estimated attendance) — Tracked reported turnout and venue size for all the major theatrical screenings and large community screenings ENGAGEMENT — Tracked new newsletter sign-ups — Tracked online growth through social media accounts — Tracked number of continuing medical education (CME) sign-ups through a registration form — Collected qualitative audience surveys to assess attitude shifts and intent to take action — Collected event host surveys for insights about hosts, their intent, reported results of events — Collected testimonials from key advocates, influencers, campaign partners INFLUENCE — Tracked new sources of funding for research for the ME community — Tracked press hits and social media mentions and using a service that calculates impressions — Tracked new motions, resolutions, and legislation proposed/passed that followed Unrest events — by elected officials related to ME and the film Tracked public statements HOW THEY TRACKED HOW THEY TRACKED IMPACT 18 Unrest | Campaign & Impact 19 These quadrants represent Doc Society’s framework At least a million people in the US have Myalgic Encephalomyelitis (ME), and 15-30 million globally. The vast majority are women, although the for mapping impact strategies to story environment disease also impacts millions of men who also don’t have access to treatment or care. Yet, despite it being so common, few people know much about this disease. In fact, those who do know often experience negative WEAK OPPOSITION stereotypes, and the common name “Chronic Fatigue Syndrome” (CFS), has only helped to reinforce that stigma. Because the disease is not taught in most medical schools, many doctors still treat people with ME as if they FRESH : REVEAL FAMILIAR : SPOTLIGHT are hysterical