All The Way & ACLU + Rock the Vote

May 24, 2016

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.

Photo Credit: HBO


In May 2016, HBO released the 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 Dr. Martin Luther King, Jr.  The film provides a captivating behind-the-scenes look at President Johnson’s turbulent first year in office. Staking his presidency on the Civil Rights Act, he finds himself caught between the moral imperative of Dr. King and the expectations of southern Democratic Party leaders.

Strategic Aims:

  • Speak truth to power: The film’s scene depicting Fannie Lou Hamer’s testimony to Congress on being brutally beaten by police after a false arrest is a moving call for empathy that reflects how people of color continue to stand up to injustice today.
  • Spotlight a problem: The film highlights the elimination of voting rights from the 1964 Civil Rights Act, echoing the 2013 U.S. Supreme Court decision to roll back key provisions of the Voting Rights Act — an issue ACLU and Rock the Vote are continuing to address.

What We Did:


AndACTION created strategic social media messaging around civil and voting rights to align with All The Way and the missions of ACLU and Rock the Vote, using advance intel and digital assets we received from HBO.


AndACTION learned about a key plot point in All The Way from HBO: The story’s main conflict between President Lyndon B. Johnson and Dr. Martin Luther King, Jr., would focus on the removal of voting rights for African Americans from the 1964 Civil Rights Act. AndACTION recognized that this plot point could be connected to the present-day struggle for enfranchisement of African Americans and other suppressed voter groups, and identified several organizations that could use All The Way to pivot to their work on voting rights. Using advance intel and digital assets we received from HBO, we partnered with ACLU and Rock the Vote to create strategic social media messaging around civil and voting rights to participate in a digital Twitter campaign. During it, we cross-promoted their work and missions leveraging All The Way.



We 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. Bringing multiple partners into the effort significantly increased the visibility of the campaign.

AndACTION can assist philanthropic, nonprofit and other social good organizations in arranging social media messaging, Twitter chats, film screenings, pop culture pivots and many other meaningful activities to spark change. Thanks to our generous donors, our services are free of charge. For more information, please email us at