JUDAS AND THE BLACK MESSIAH

Jowers developed the communications strategy tied to the impact campaign around Judas and the Black Messiah.

JATBM is a Participant-produced project in partnership with MACRO, directed by Ryan Coogler and released by Warners Bros. Studios on HBO MAX in February 2021. The film tells the true story of Chairman Fred Hampton’s rise as the leader of the Chicago Black Panther Party and the insidious role of J. Edgar Hoover’s COINTELPRO program in their dismantlement.

In partnership with Participant, Warner Bros. Pictures, Chairman Fred Hampton Jr., as well as national and Chicago-based organizers, the Judas and the Black Messiah impact campaign educated audiences with a more comprehensive history of the Black Panther Party, connecting its legacy to today’s movement for Black lives and empowering audiences to join local organizations advocating for Black communities.

Jowers’ communication strategy helped the campaign align its messaging alongside Warner Bros.’ publicity strategy, allowing for talent like Daniel Kaluuya and Lakeith Stanfield to participate in recorded conversations with Black movement leaders such as DeRay McKesson and Brittany Packnett Cunningham about the history and present realities of the movement for Black lives.

The campaign secured a Tri-Caucus virtual briefing between the Congressional Black Caucus, the Congressional Hispanic Caucus and the Congressional Asian American & Pacific Islander Caucus, featuring Chairman Hampton Jr., Fredrika Newton, Huey P. Newton’s widow and the Executive Director of the foundation in his name, and director Shaka King. Reps. Bobby Rush, Judy Chu and Barbara Lee discussed the importance of Congressional recognition of COINTELPRO’s harms on Black movement leaders and the significance of the Panthers’ contributions to public wellness and education programs.

Jowers also developed the strategy to advocate for the Hampton House - Chairman’s childhood home - to be landmarked as a historical site in Chicago. The campaign produced a short film, “A Revolutionary Act” about the home and launched a petition that garnered over 5,000 signatures locally. In March 2022, the home was officially granted landmarked status by Cook County.

Jowers helped secure several high-profile interviews for the filmmakers, talent and partners, including CNN, Nightline, ABC, and Essence, and several speaking opportunities, including SXSW, WSJ Festival and Aspen Ideas Festival. She also managed media partnerships with the New York Times, the Atlantic and ABC around the launch of the campaign’s educational guide.

As a result, the campaign won the Shorty Awards’ Bronze Honor in Social Good, the Webby for Public Service & Activism and Participant was also granted Gold in Media for Inc.’s Best in Business.