Case Study: Press Forward Chicago – Elevating Local News for a Stronger Democracy
Project Overview: Our team was approached to create a series of documentary-style videos for The MacArthur Foundation's Press Forward Chicago, a newly launched initiative aimed at reshaping the future of local journalism. The project’s mission was clear: support small, independent news outlets in Chicago to strengthen community cohesion, amplify civic participation, and enhance government accountability. We were tasked with producing a film that could both celebrate the importance of local news and galvanize support from philanthropic donors to ensure its sustainability.
Core Idea: The overarching theme of the project was simple but powerful: Chicagoans deserve a news ecosystem as diverse and hardworking as they are. Our city’s media landscape is made up of nearly 80 independent outlets that serve as lifelines to millions of residents. Many of these outlets are led by people of color, focused on serving niche communities, and operate with a deep commitment to local impact. The goal was to convey why these news outlets matter, what would happen without them, and why they must be supported for the future.
Objective: To create a compelling 3-4 minute film that showcases Chicago’s vibrant and diverse media ecosystem, illustrates the importance of supporting local journalism, and encourages potential donors to invest in the future of local news. We wanted to instill a sense of civic pride and responsibility in viewers, motivating them to contribute to the sustainability of these small but crucial outlets. We had one week to film it and two weeks to complete the first draft.
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Strategic Vision: As filmmakers based in Chicago, we have a unique understanding of the city’s diverse communities and the challenges they face. We know firsthand that mainstream media often overlooks or misrepresents the lived experiences of the South and West Sides of Chicago. Our team has spent years working in these neighborhoods, and we were determined to ensure that the film reflected the true vibrancy, resilience, and depth of these communities.
Visual Style & Tone: The documentary approach we adopted emphasized authenticity, grounded in the real-life stories of local journalists, community leaders, and residents. We made strategic decisions to highlight the human impact of local journalism – using available light, capturing candid interviews, and showcasing the day-to-day life of newsrooms and the communities they serve.
Positioning and Location: We deliberately avoided the typical “Chicago skyline” shots used in mainstream media. Instead, we shot the film from the neighborhoods we were highlighting – the areas where the majority of the city’s underserved communities live and work. This choice allowed us to be authentic to the story and to represent the reality of the city’s diverse population, reflecting the socio-economic landscape while staying grounded in the communities we were showcasing.
Breaking the Fourth Wall: To create a dynamic and engaging visual style, we included behind-the-scenes footage of our filmmaking process. This approach mirrored the transparency we wanted to see from the journalists featured in the film and added a layer of authenticity, allowing the audience to feel as though they were experiencing the making of the film alongside us.
Community-Centered Stories: We focused on interviews with five key figures, each representing different facets of the local news ecosystem:
News Outlet Leaders: To emphasize the crucial role these outlets play in their communities.
Journalists on the Ground: To capture the dedication and passion of local reporters.
Community Leaders: To demonstrate how local news empowers advocacy and drives civic engagement.
Local Media Experts: To provide context on the unique challenges facing Chicago’s media ecosystem.
Philanthropic Advocates: To emphasize the need for sustainable funding for local journalism.
B-roll: We used dynamic shots of busy newsrooms, journalists engaging with community members, and vibrant scenes from Chicago’s neighborhoods. Headlines and news clips from the local outlets were featured, emphasizing the importance of community-centered reporting.
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Outcome: The film was completed and launched in early 2024. It played a pivotal role in launching the Press Forward Chicago initiative and has since been used in fundraising campaigns, community events, and outreach efforts.
National and Local Reach: The video has been showcased at high-profile events, including those hosted by the Obama Foundation, as well as smaller community gatherings and local advocacy initiatives. It has been used as a fundraising tool, allowing Press Forward to raise significant resources for local journalism.
Ongoing Impact: A year later, the film continues to be a central piece of the Press Forward campaign, helping to educate donors, policy makers, and the public about the importance of local journalism. The video has proven to be a long-lasting asset for the organization, maintaining its relevance and effectiveness in securing funding and support for the cause.
Community Engagement: The video sparked conversations in local communities about the role of media in civic life and the need for stronger, more diverse news sources. Local organizations, grassroots movements, and activists have used the film to amplify their advocacy efforts and mobilize support for local media.
Results and Success Metrics:
Fundraising Success: The film has been instrumental in helping Press Forward Chicago raise significant funds, ensuring the continued operation and growth of local news outlets. It has contributed to the creation of a sustainable funding model for these organizations, which rely on both philanthropic support and community engagement.
Increased Awareness: The film has helped raise awareness about the critical role local journalism plays in fostering a healthy democracy. It has resonated deeply with audiences, many of whom were unaware of the struggles facing small, independent media outlets.
Long-Term Use: The video’s ongoing usage in fundraising events, advocacy campaigns, and donor engagement has proven its value as an evergreen piece of content. It continues to drive action and impact, keeping the conversation around local news alive and urgent.
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Authenticity in Storytelling: We were deeply committed to telling the truth about the challenges and successes of local news outlets. By focusing on human stories, we were able to create an emotional connection with our audience, inspiring them to act.
Collaborative Approach: We worked closely with Press Forward and local media outlets to ensure that the final product was aligned with their mission and vision. This collaboration ensured that the film resonated with the intended audience and served its purpose.
Strategic Content: By focusing on both the micro (individual news outlets) and the macro (the overall media ecosystem in Chicago), we were able to highlight the importance of supporting local journalism in a way that felt immediate and relevant to viewers.
Sustainability: The film continues to provide value well beyond its initial release. It has become a cornerstone of Press Forward’s ongoing efforts to raise awareness and funds for local journalism, proving that impactful storytelling can have a long-lasting effect.
Conclusion:
The success of this project highlights the power of local journalism to strengthen communities, foster democracy, and drive civic engagement. It also demonstrates the vital role that thoughtful, community-centered storytelling can play in fundraising and advocacy efforts. We are proud to have been part of a campaign that is helping to reshape the future of local news in Chicago and beyond, and we look forward to collaborating with more organizations that are working toward similar goals. By investing in local journalism, we are investing in the future of our communities, ensuring that every person has access to the information they need to thrive. We believe that this project is a model for how storytelling can not only capture the essence of a movement but also inspire long-term change.
Ready to discuss how our team can elevate your cause with authentic, impactful storytelling? Let’s talk.