Blueprint for Social Change: Shaping an Impact-Based Strategy - Case Study 2002 – 2020

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Working Methods

Spheres of influence Hollywood was chosen as a strategic arena for change and influence. As the ultimate role model, Hollywood is admired and emulated by film and television industries around the world. A dynamic change of authentic representation of people with disabilities there would heighten awareness and create a worldwide ripple effect. Leisure culture and television were identified as effective spheres for long-term influence on all areas of life, on thought and on public awareness. Main activities: Publication of a white paper in 2018 on authentic representation of people with disabilities in television which was shared and covered extensively in the media and social networks. An extensive digital campaign in social media: In a video, the actress Octavia Spencer compared the representation of people with disabilities with the representation of a variety of populations, including black actors. The campaign, which touched on human rights and values, called on actors and opinion leaders to support authentic representation of people with disabilities, and urged the large production companies to engage in a comprehensive process in which they committed to making casting accessible to actors with disabilities. Laying the groundwork for strategic cooperationwith leading organizations, including the Academy of Motion Picture Arts and Sciences, the Sundance Institute, major production companies (CBS, Netflix, HBO), major festivals (Sundance Festival, Boston Jewish Film Festival, Variety Inclusion Summit, ReelAbilities Film Festival), and in Israel, the Gesher Multicultural Film Fund. Networking to reinforce bottom-up activity in social media: A network of filmmakers and actors with disabilities worked on promoting the subject in the industry and placing it on the public agenda. These people, including Danny Woodburn, Marlee Matlin and Taraji P. Henson, formed the basis for valuable advocacy for the rights of actors and others with disabilities in the entertainment industry. Conferences and events , such as roundtables in Hollywood and Israel with actors and other prominent people in the film and television industry: The prestigious Morton E. Ruderman Awardwas presented by the Ruderman Family