“Does film impact society or does society impact film?” This question was proposed by University of Michigan-Dearborn professor Anthony Luckett. Luckett, specializing in Film and Screen Studies, emphasized that the answer is “both.” “Film is a reflection of society. But there is an audience that is influenced by it.” Each film reflects the time it was made in and the values of that society. Thus, film can serve as a tool for social change. Films open viewers’ eyes to global issues, humanizing social challenges. They use performance and production elements to elicit emotional responses as a call to action, beginning the journey of film as advocacy.

Participant Media

Participant Media, now known as Participant, is a renowned film and television production company. What sets Participant apart is its focus on financing and producing socially conscious films. Their stories highlight environmental and societal issues, partnering with nongovernmental organizations (NGOs) and nonprofits to turn awareness into real change. For example, Feeding America received further support and mobilization due to the film. Regarding global poverty, Participant’s “A Place at the Table” investigated the American hunger crisis, grossing around $231,000 at the box office and catalyzing a national social action campaign. This demonstrates Participant’s role in using film to address important topics and create change.

Film Festivals

Film festivals provide another avenue for advocacy. During an interview, Luckett described film festivals as a way to promote causes or nonprofits. Festivals can even use these causes as their themes. More than 80% of human rights film festival grantees remain active even after years. The Karama International Human Rights Film Festival showcases around 65 films annually with more than 2,000 attendees, highlighting how film festivals can spark social advocacy, community-building, media visibility and awareness.

Documentaries

“Documentaries are a great way to promote a cause and nonprofit organization because they expose the issue more directly,” Luckett noted. Many documentaries use community screenings, impact campaigns and funding for organizations combating poverty. “Living on One Dollar” is an example, mobilizing viewers to fund microfinance loans and educational initiatives alongside NGOs. The film’s fundraising supported the community of Peñablanca, Guatemala, providing roughly 1,700 microloans to female entrepreneurs, funding scholarships and helping build the village’s first preschool. This illustrates how documentaries do more than mirror unknown worlds; they create social change, confirming film as advocacy.

Conclusion

Films, whether fiction or nonfiction, explore real-world issues and experiences, incorporating motifs and themes to impart lessons. A psychological study showed participants felt higher empathy with social-justice films. After watching the documentary “Food, Inc.,” about 84% of viewers reported feeling their lives had changed, and 80% felt compelled to join an agribusiness social movement. These statistics exemplify the tangible impact of film on audiences. Film as advocacy is a powerful tool that influences empathy, public opinion and positive action. Film serves as a call to action and a warning about the consequences of ignoring that call. As Luckett urged, it is important to be aware of what is watched, as it affects individuals profoundly.

– Veronica Cham

Veronica is based in Dearborn, MI, USA and focuses on Good News and Celebs for The Borgen Project.

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