CASE STUDY:

THE IMMORTAL LIFE OF HENRIETTA LACKS







TASK

Develop and execute a consumer facing campaign that raises awareness and drives viewership of the film by celebrating Henrietta’s contribution to modern society.

ANSWER

The HeLa Project was a culturally-founded multi-media exhibition designed to celebrate Henrietta Lacks, the woman. Curating an unprecedented collective of artisans and thought-leaders from the African-American community; and hosting the HeLa Project in partnership with the African-American museums and Historically Black Colleges and Universities to instill relevance and create buzz. The campaign also included digital video assets highlighting the artisans at work and their inspirations.

RESULTS


  • Over 6,000 guests experienced the exhibit across four markets
  • The project generated over 180 Million Earned Media Impressions