Lionsgate Films and social giving platform BroadCause will launch a charitable giving campaign November 1 employing social media to encourage donations.
Lionsgate will promote the Tyler Perry film For Colored Girls through the initiative, while also supporting the nonprofit The Global Fund for Women.
The film, which will be released November 5, stars Janet Jackson, Whoopi Goldberg and Thandie Newton. It is about issues that impact women, and women of color in particular.
The campaign includes Facebook, Twitter and the Experience Project’s network, which houses Broadcause.com. The Experience Project is a free social networking website where consumers share their life experiences. Broadcause.com is a social media platform that aggregates and activates communities around cause-based initiatives.
The campaign will build awareness for the charity and donate $1 for every Tweet a consumer makes about the film, said Erik Darby, VP of business development and operations at Experience Project.
“[This campaign] allows Lionsgate to align with a woman’s charity, give [the film] a social voice, and create a conversation to benefit a social cause,” said Darby.
The main target of the campaign is women ages 25 to 40.
The companies will collect data include the number of Tweets and Facebook posts, how many consumers respond to a question about the cause and the number of dollars generated. They will also monitor unique visitors to each platform, impressions and the number of people who share their stories.