Scoot MacPherson, Sr. Vice President, Public and Government
Affairs of Court TV, knew he had a powerful movie on his
hands with Chasing Freedom. “We wanted to make sure that when people saw it, they could
do something with all that passion. Our campaign with Active Voice helped
people and groups all over the country support one of America's most shining
commitments – providing refuge for the persecuted.”
Chasing Freedom stars Juliette Lewis as an ambitious, young
securities lawyer, who reluctantly takes on a pro bono case
to help a young Afghan woman seek asylum in the United States.
Inspired by true events,
this original Court TV film spotlights post 9/11 treatment
and detention of asylum seekers and underscores how one person
can make a difference
in the lives of individuals in need and in the broader arena
of human rights. Watching the Lewis character transform from
an indifferent attorney to
an impassioned advocate triggers a strong emotional response.
AV’s
campaign aimed at turning these emotions into action. We
wanted to motivate viewers to get involved, to increase media
coverage of political asylum,
to engage policymakers and key stakeholders in dialogue,
and to encourage lawyers to volunteer their services.
Working with Court TV, Human Rights First and other national
partners, we organized 19
sneak preview events before the
premiere and dozens of post-broadcast screenings with faith-based
organizations, legal
clinics and student groups. Key advisors—including representatives
from universities, Amnesty International and immigrant advocacy
agencies—contributed
strategic guidance, access to their networks and affiliates,
press contacts and technical support. AV produced an Action
Guide, with resources and
practical ideas for helping asylum seekers, and shorter versions
of the movie with accompanying curricula for use in legal
clinics and law schools.
To facilitate the exchange of information between AV and
advisors, we created a Chasing Freedom listserv to act as
an ongoing communication platform
for related news and events.
The ripple effect of this ambitious undertaking continues
today. Dozens of church based, legal, immigrant, and educational
organizations are using the campaign tools to introduce
their work, build membership
and elicit support in their communities. Most report a
significant increase in inquiries from potential volunteers,
and all
of the participating
organizations
look forward to working on future Active Voice campaigns.
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