AndACTION worked with HBO, ACLU and Rock The Vote to cross-promote voting rights with the release of All The Way, a feature-length film about President Lyndon B. Johnson's fight to pass the 1964 Civil Rights Act.
On May 21, HBO released historical feature film All The Way about the passage of the 1964 Civil Rights Act, starring Bryan Cranston as Lyndon B. Johnson and Anthony Mackie as Martin Luther King Jr. AndACTION learned about a key plot point from HBO – the main conflict between LBJ and MLK would focus on the removal of voting rights for African Americans from the Act. AndACTION inferred that this plot point could be connected to the present-day struggle for enfranchisement of African Americans and other suppressed voter groups, and suggested several organizations that could use All The Way to pivot to their work on voting rights. We partnered with Rock the Vote and ACLU to participate in a digital Twitter campaign to cross-promote their work with All The Way.
AndACTION centered the content around two strategic aims: speaking truth to power, and spotlighting a problem. The film’s scene of Fannie Lou Hamer’s testimony to Congress on being brutally beaten by police after a false arrest is a moving call for empathy, and the elimination of voting rights from the Civil Rights Act echoes the 2013 Supreme Court decision to roll back key provisions of the Voting Rights Act. We received advance digital assets from HBO and planned social media messaging around civil and voting rights to align with All The Way and the two organizations’ missions. We then chose strategic partners including Ford Foundation and California Endowment to tweet and retweet content before the film’s premiere. We also got HBO to retweet partners from their official accounts.