Located in the beautiful Balboa Park, the Museum of Photographic Arts (MOPA) is a vibrant center for visual learning. Since its founding in 1983, the museum endeavors to consistently address cultural, historical and social issues through its exhibitions and educational programs. MOPA is one of three independent museums in the United States and is accredited by the American Alliance of Museums. As a 501(c)(3) organization, MOPA is generously supported by members, individuals, corporations, foundations and government agencies.
The mission of the Museum of Photographic Arts is to inspire, educate and engage the broadest possible audience through the presentation, collection, and preservation of photography, film and video.
In order to establish the Human Rights Watch Film Festival as the must-attend virtual event amid COVID-19, Mixte set our sites on activating and engaging virtual audiences. We developed a media, influencer and organization outreach plan with strategies that prioritized positioning MOPA as a thought leader, raising awareness of the first-ever virtual Human Rights Watch Film Festival and creating community both on and offline.
The goal of the Human Rights Watch Film Festival? To empower, educate and mobilize a virtual audience across the nation by providing them with the knowledge that their own personal commitment can bring about social change. Through direct storytelling that showcases human rights situations in the United States and around the world, audience members had the chance to see films and then speak directly with the filmmakers, film subjects and human rights leaders during online discussions.
Here’s how we did it:
- We secured six reporters to attend exclusive pre-screening press conferences of three feature films in the Human Rights Watch Film Festival
- Secured 31 placements of the Human Rights Watch Film Festival in local, regional and national media – including broadcast, print and radio.
- Collaborated with the San Diego Immigrant Rights Consortium to share the Human Rights Watch Film Festival on social media
When COVID-19 upended the arts, entertainment and education sector, MOPA turned its attention to activating and engaging virtual audiences. Mixte worked with MOPA to create new narratives and tell stories that matter by leading with both the human side and the WHY to break down barriers and shed light on global social issues.