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Transmedia Marketing by Anne Zeiser

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CHAPTER 29 Media-fueled Social Impact

Now that you’ve learned the tools of the trade for engaging audiences around your film, TV program, game, or digital property, you’re ready to bring your project to the end zone. But before attending to the business and practical aspects of your project, step back and think about your responsibility to society.

Can your project or your work do more than entertain audiences, such as raise awareness of a critical issue or catalyze social change? Do you feel a deep sense of moral responsibility around social issues? These are assessments only you can make, but you will make a more informed decision if you understand what a media-fueled social impact campaign is.

Transmedia is both emotionally and socially transformative. ...

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