Frequently Asked Questions

1. Why should nonprofits be thinking about pop culture?

2. How does AndACTION get the inside track on upcoming storylines?

3. Who benefits from the work of AndACTION?

4. What kinds of storylines can help motivate action in the real world?

5. I’m not based in Los Angeles – can I still work with AndACTION?

6. How can my team put AndACTION to work for us?

7. I’m planning a major communication campaign around an issue. How can I use AndACTION to amplify my efforts?

8. Does it cost money to use AndACTION?

9. My organization is part of a coalition. How can our various organizations and causes use AndACTION?


1. Why should nonprofits be thinking about pop culture?

The storylines and characters from our favorite movies and television shows feel closer and more real than ever before. What we see on the screen changes how we feel about issues and how we talk about them – and ultimately has the power to shape cultural norms. We believe that by connecting changemakers with storytellers, we can tap the power of pop culture to drive shifts in public perceptions and move society toward positive change. Learn more about why this works or check out some examples of relevant campaigns in action.

2. How does AndACTION get the inside track on upcoming storylines?

AndACTION gets advance notice on movies and TV shows from our network of Hollywood insiders, including studios, content creators and filmmakers. We also use good old elbow grease to scour top industry trade publications every day and gather intel on the pipeline of stories. We collect these tips and add them to our database to help nonprofits connect their issues to storylines on the big and small screens.

3. Who benefits from the work of AndACTION?

Nonprofits need compelling stories to show that their issues matter, and storytellers want to share their work with as many people as possible. Using our heads-up hub, organizations can use the power of popular stories to energize people and move them to action. At the same time, AndACTION helps filmmakers and writers by building buzz about their work and the way they take on important issues.

4. What kinds of storylines can help motivate action in the real world?

Every day, people tune in, press play or queue up to watch their favorite shows and movies. The characters we watch invite us into their lives and help make important issues like immigration, marriage equality and racial justice feel less hypothetical, and more like challenges facing good friends. What we see onscreen changes how we feel about real-world issues and how we talk about them. Check out some examples of great stories that seamlessly weave in social issues.

5. I’m not based in Los Angeles – can I still work with AndACTION?

Yes! AndACTION is all digital, which means we’re everywhere – from Hollywood to Hattiesburg. We do all the behind-the-scenes work with the entertainment industry gathering storylines and release dates, then we upload them to our searchable database that can be accessed from anywhere. If you want to work with us on a bigger project, we’ll connect with you over email, Skype, carrier pigeon – whatever it takes to make it work.

6. How can my team put AndACTION to work for us?

If you are working on a specific issue or set of issues, sign up for our storyline alerts. You’ll receive email updates on new storylines, and you can read through them to find what fits the work you do each day. If you need help figuring out how to make the most of a relevant storyline, check out our example gallery or read through one of our helpful how-to guides. We’re also hosting webinars and teach-ins, providing how-to videos from experts and creating other mind-expanding opportunities to help you to get smart fast about how to use pop culture to enhance your work.

7. I’m planning a major communication campaign around an issue. How can I use AndACTION to amplify my efforts?

There are two primary ways to incorporate AndACTION into a major campaign. If your campaign plan is already set, look to AndACTION’s constantly updated database to find timely, relevant storylines you can use to draw attention to your campaign through digital promotion or in-person events. If you’re still designing your campaign plan, you may be able to identify a relevant storyline that can serve as the central driver of your campaign. If you are interested in this deeper level of engagement, please visit our Connections page to learn more about how we may be able to help.

8. Does it cost money to use AndACTION?

Not a dime. AndACTION’s services are free, thanks to generous support from our funding partners. Our goal is to allow do-gooders and good storytellers to join forces to spark change. AndACTION is a laboratory for experimentation and innovation, and we’re constantly exploring new ways to use pop culture to move issues.

9. My organization is part of a coalition. How can our various organizations and causes use AndACTION?

Just as your organization can use storylines, so can your coalition. In fact, the right pop culture moment can rally a group around a shared communication effort. AndACTION can help you find storylines that provide social media and messaging fodder for your coalition to use in a coordinated effort. Memes and other content built upon a film or TV storyline can be co-branded to further solidify your collaboration. Storylines can support short-term mini-campaigns or long-term engagements, so your coalition can get exactly what you need from the content.