JOHN LEWIS: GOOD TROUBLE
Jowers developed the communication strategy for and executed launch of the Good Trouble impact campaign, which was tied to the Participant and Magnolia released documentary, JOHN LEWIS: GOOD TROUBLE.
The documentary chronicles the life and career of the legendary civil rights activist and Democratic Representative from Georgia, Congressman John Lewis. Since the film was set to release the summer of 2020, in the midst of a critical national election and the COVID-19 pandemic, the campaign presented a major opportunity to educate audiences about the history of voter suppression and galvanize them to support voter registration and mail-in ballot activations. The goal of the campaign was to leverage the film’s release to highlight Congressman Lewis’ legacy and encourage audiences to support GOTV efforts, particularly in the battleground state of Georgia.
In partnership with Fair Count, When We All Vote, Rock the Vote, the Brennan Center for Justice, Voters Win, PushBlack and Black Voters Matter, among others, the campaign developed an educational website that informed audiences about the state of voter suppression across the country, offering opportunities to support voter registration across the country. We amplified the website through the campaign’s launch, which Jowers secured through an exclusive partnership with BET, including a series of IG Live interviews with the campaign’s core partners and an op-ed from Reverend Dr. Barber III.
The campaign sent over 100k voter registration forms to eligible voters, with 54k targeted to Georgia districts. Jowers secured an op-ed in Essence Magazine, bylined by Valerie Jarrett, and a Voting Rights Act campaign announcement in Variety. Jowers also secured and moderated a panel for the Congressional Black Caucus’ Annual Legislative Caucus alongside director Dawn Porter, Executive Producer Erika Alexander, and Black Voters Matter Founder LaTosha Brown. Finally, she developed and executed a paid media strategy to amplify early voting deadlines and campaign website in Georgia.
The campaign went on to receive recognition as a Finalist in both the “Media & Entertainment” and “Social Justice” categories of Fast Company's 2021 World Changing Ideas Awards. It also was a Finalist for The Webby Awards Advertising, Media & PR “Integrated Campaign” category. JOHN LEWIS: GOOD TROUBLE won multiple awards including Best Historical/Biographical Documentary at the 2020 Critics' Choice Documentary Awards and Outstanding Documentary (Film) for the 52nd NAACP Image Awards.