— The Challenge —

During a time when the role of social media is being questioned, Facebook wanted to offer a counter-narrative to tell stories of groups that use their platform to overcome adversity and achieve social change in the real world.

We needed to reach and engage a primarily millennial audience and present a positive perspective on the platform, while also creating a platform that would enable Facebook to gain a positive hearing from the media and stakeholders for the good that it delivers.

— TCO Solution —

We produced ‘Beyond the Screen’ an organic social and PR campaign, and Facebook’s first ever cinema feature film.

By using our editorial network we were able to identify six credible and newsworthy grassroots communities, led by young people, who are using Facebook to effect positive change. We then worked with six young British film makers to create a series of original documentaries.

The project culminated in the brining together of the films into a featurlength documentary that was shown at a London premier event and at cinema screenings across the UK.

— AT A GLANCE —

• Facebook’s first feature film

• TCO's premium aesthetic and editorial approach applied across six documentaries, made by young British film makers

• Screenings to tens of thousands across 18 cinemas nationwide to coincide with the London Film Festival.

• 750k organic views from 80 mainstream media platforms including the Guardian, Metro, TimeOut and across brands social channels

• London re-carpet Premier and live Q&A at Everyman’s ‘Screen on the Green’ hosted by Edith Bowman - for our VIPs (the groups), media and influencers, internal stakeholders, policy makers and even MPs.

• Shortlisted for Best Documentary at the Brand Film Festival 2019

• 10M people watched one of three 90 second cinema adverts.

• Campaign reached over 65% of our target audience over 5.2 times during the campaign period – substantially higher than the industry benchmarks. Combined with paid media that increased to over 83%.

• Over 88% of those who saw the films we created said they improved their perceptions of Facebook as a platform. 66% found the stories we told “inspiring” and said they would consider seeking out Facebook groups of their own the in future.

— EQUALITY —

BALLET BLACK

Ballet Black is a company of BAME ballet dancers who want to promote and encourage diversity in ballet and the performing arts.

— REFUGEE CRISIS —

HELP REFUGEES

Help Refugees raises funds and collects products for refugees across Europe, and started with a Facebook post asking for donations.

— ACCESSABILITY —

DEAF RAVE

Deaf Rave runs music events for the deaf community and has gone truly global. It started with one [deaf] man’s dream and a turntable.

— ENVIRONMENTALISM —

D&G ECO WARRIORS

D+G Eco Warriors was set up by friends who wanted to clear a single beach of plastic waste, and has now turned into beach clean-ups across Scotland.

— POVERTY —

BLOODY GOOD PERIOD

Bloody Good Period, which delivers free period products to women and girls using food banks, no matter their background.

— COMMUNITY —

PRO WRESTLING SUBJECTIVE

Pro Wrestling Subjective is a group of amateur wrestlers in the Midlands which started on Facebook and works with at-risk youth.

“It is so inspiring to see what the young people featured in these films have achieved, using social media to amplify their ideas and change the world around them. Helping people to build communities through Facebook is at the heart of our mission, and we can learn a lot from how this digital-first generation are using social media to make a positive change in the real world.”

Steve Hatch, VP for Facebook Northern Europe