To promote Neutrogena’s DEI initiatives and grow the brand’s connection to Gen Z consumers, Passion Point conceived and created the First Frame Program, partnering with Ghetto Film School to support diverse stories.
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PPC oversaw development and production of two short films by two emerging BIPOC Gen Z filmmakers.
The films, including a virtual premiere, and supplementary content amassed over 1.5 million views.
PPC integrated Neutrogena's brand ambassadors and music/film stars Chloe x Halle as creative mentors for the films.
Through our educational outreach 35K middle/high school students at 837 schools viewed the films and engaged with the custom curriculum. 93% of teachers said the films helped students reflect on skin equity. 89% of students said the program helped them think differently about diversity and identity.
The films were official selections at 24 international film festivals including The American Pavilion Emerging Filmmakers Showcase at the Cannes Film Festival and The Pan African Film Festival.
The films premiered via a virtual Roundtable event hosted by Chloe x Halle, in partnership with the Ghetto Film School and Women in Film.
The Films Featured in 51 articles via key media publications, including Seventeen, Variety, PopSugar, Cosmopolitan, E! Online, and more.
The films won a Gold Telly Award for Social Impact, a Muse Award for DEI Content and an Anthem Award for Awareness.
The films were recipients of 4 additional festival awards at the Harlem and Nevada Women's Film Festivals.
By The Numbers
1.4 M views
Total Media Impressions
51 Key Media Publications