Freedom Project ™ TV-Series
HOW WE TACKLED THE BRIEF GIVEN TO US
The Challenge
Freedom Project ™ is a docu-series being produced internally by our production company, Alkamba Productions. The goal with this documentary series is to raise awareness about mental health, end the stigma and creates programs that promotes mental health services. Another goal is to partner with local Kansas City filmmakers and work together to open the first film studio here in Kansas City and bring big film productions here.
Brief
Freedom Project ™ is a documentary-series that takes viewers inside the journey of individuals as they cope with mental illnesses.
By using the power of storytelling, this documentary will explore aspects of our community that are affected by mental health and mental illnesses.
Deliverables
Solution
Initially, we decided to test the idea of producing a documentary about mental health and see whether there’s an interest for it. We did this by creating an animated video recreating Kevin Love’s experience with Anxiety attack while in the middle of a game. We ran traffic and engagement campaigns on Facebook for 3 months and generated an email list of 300,000 sign ups while spending $10k+ on ad spend. We decided to do a second test by sending out a t-shirt campaign to a fraction of the list generated to support our cause and did $60k on t-shirt sales in one day. We ran out of stock and sold out!