The Challenge
Filmmaker Jennifer Fox came to Elle in 2017 with a film that she was hoping to make it into Sundance with, and a desire for our assistance on messaging if she did. The film’s deeply complex themes, including child sexual abuse and trauma, needed to be communicated in the most sensitive and effective manner. Additionally, Jennifer sought to identify THE TALE’s key messaging touchpoints and discern the film’s mission to spark national dialogue about the underestimated problem of child sexual abuse. She wanted to be sure that her cast conveyed the same.
When her film landed this coveted debut, she tapped Elle to develop her messaging platform and media train herself and key cast members, including Laura Dern, Ellen Burstyn, Common, and Jason Ritter. We continued our work together as the film toured festivals, through its television debut on HBO, and eventually its Emmy nominations, providing media messaging, training, media outreach, and the procurement of high impact coverage.
Our Approach
Through our strategic planning process, we collectively mapped out the following priorities with THE TALE:
Position THE TALE as a critical piece of content opening an important dialogue around an issue that has long been considered taboo.
Foster a greater understanding around the nuanced themes explored by THE TALE including the power of memory, the grooming process, and understanding how survivors process long-term trauma.
Secure coverage in all key verticals, and in ensure quality meetings with all top tier targets.
Engage potential Emmy voters during the August 13-27 voting period to ensure that they are aware of the film and the incredible impact that it has had on the cultural narrative around child sexual abuse.
Highlight experts who worked on THE TALE and provided guidance throughout the film creation process to demonstrate the extreme care taken in making this film.
Position Jennifer as a thought leader in the sexual violence prevention movement who is utilizing her platform to change the culture and ensure that survivors are heard and understood.
Engage strategic influencers to support THE TALE during this Emmy nomination season by posting about the film through social media.
Our Impact
For a full year, we worked with Jennifer to support THE TALE’s media and influencer relations. Our work was rooted in deeply thoughtful and strategic messaging, which was regularly employed in media trainings with Jennifer and her cast prior to key media moments. Interviews in more than 200 media stories successfully read as articulate summaries of the key bullets we had crafted from the first media conversation at Sundance to the fruitful Emmy season. We also introduced Jennifer to like-minded female influencers who could further the buzz, such as Amy Poehler, Olivia Munn, Cheryl Burke, Ashley Judd, and Aly Raisman.
Most importantly to Jennifer, Elle helped her further the film’s mission to better-inform the public on child sexual abuse, trauma, mental health, and the stories we tell ourselves to survive.