GBH Protect My Public Media Campaign
Public Media Belongs To You Reel
In response to threats to public media's funding in 2025, we edited several institutional reels aimed to bolster support from local audiences, congress, and PBS viewers nationwide. Each reel was built for multi-platform delivery, on broadcast, social media, and through direct communication with donors.
In our "Public Media Belongs To You" reel, we scoured the American Archive for Public Broadcasting (AAPB) at GBH to find footage that told the entire history of public media and GBH's contributions to it. In addition, we worked with all of the main national units at GBH, including FRONTLINE, NOVA, Antiques Roadshow, American Experience, MASTERPIECE, Children's, Digital, GBH News and more, in order to highlight the wide breadth of content GBH is currently producing across all platforms. Our goal was to inspire, captivate and motivate audiences to action, and highlight the fact the public media belongs to all of us.
Protect My Children's Media Reel
Additionally, we created a reel for Children's Media at GBH to highlight the uncertainty and changes in federal funding to GBH's award winning children's programming. This reel was shared on broadcast and social media and upon posting, garnered over six million views, 60,000 shares, and over 220,000 likes in 48 hours. This social activation contributed to over $100,000 in donations made in that same time period to GBH.
Public Media Belongs to You Social Posts
In addition, these reels were also shared in short form spots and vertical digital formats, in order to increase reach and response.
We also collaborated with teams in News and Journalism—including the executive producer of FRONTLINE, Raney Aronson-Rath, providing narration—to create a reel focused on supporting news and journalism content at GBH. We specifically highlighted the wide range of documentary, local news, radio, social, and investigative content produced by GBH's news teams, sharing behind the scenes content and interviews with hosts, journalists and editors. This approach draws viewers into the process of high-quality journalism.
