© 2000 Benton Foundation

Editor and Project Director: Karen Hirsch

Editorial Consultant and Introductory Essay by Pat Aufderheide

Introductory Essay by Pat Aufderheide


Section 1: Model Campaigns

Chapter One: A High Impact Television First

The Getting to The Heart of the Matter Campaign 

by Melanie Piersol



Chapter Two: The Television Race Initiative

Sparking Dialogue That Can Lead to Action

by Carole Ashkinaze



Chapter Three: Take This Heart

A Coalition Model

by Jackie Conciatore



Chapter Four: Positive: Life With HIV

When a Film Doesn’t Receive National PBS Broadcast

by Janet Cole









Section 2: Perspectives from Partners



Chapter Five: Filmmakers with Purpose

An Interview with the Producers of The Heart of the Matter

by Catherine Gund



Chapter Six: From the Broadcaster’s Corner

A Success Story in Coalition Outreach

by Kristi Laguzza-Boosman



Chapter Seven: Nonprofits on Using Media

to Reach Constituents

The American Red Cross by Darlene Sparks Washington

The Greater Hartford AIDS Fund by Beverly Boyle



Chapter Eight: Grantmakers on Funding Social Issue Media Projects

The Ford Foundation by Victoria Rodriquez Thiessen

The Robert Wood Johnson Foundation by Raymond Rigoglioso









Section 3: Strategic and Practical Advice



Chapter Nine: Making the Media Your Partner

by Geoffrey Knox



Chapter Ten: Evaluating Your Outreach Efforts

by Ellen Schneider and Melanie Piersol


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Links


Acknowledgments Case Studies Contact and Resource List Of Special Interest to:


BENTON FOUNDATION Since 1981, the Benton Foundation has worked to realize the social benefits made possible by the public interest use of communications. Through its projects, the foundation seeks to shape the emerging communications environment in the public interest. Bridging the worlds of philanthropy, public policy and community action, Benton demonstrates and promotes the use of media to engage, equip and connect people to solve social problems.

The foundation works at the intersection of telecommunications policy and practice, with a repertoire of tools that includes research and publishing, convening and networking, technical assistance and grantmaking. Related public media projects include: “Connecting Communities: Public Media in the Digital Age,” a new report from Benton’s Communications Policy Program; Sound Partners for Community Health, supporting public radio/community alliances; and Debate America and Connect for Kids, two online resources for making television matter.

THE JOHN D. AND CATHERINE T. MACARTHUR FOUNDATION
The John D. and Catherine T. MacArthur Foundation is a private, independent grantmaking institution dedicated to helping groups and individuals foster lasting improvement in the human condition. The Foundation seeks the development of healthy individuals and effective communities; peace within and among nations; responsible choices about human reproduction; and a global ecosystem capable of supporting healthy human societies. The Foundation pursues this mission by supporting research, policy analysis, dissemination, education and training and practice.

P.O.V./THE AMERICAN DOCUMENTARY, INC. The American Documentary promotes public dialogue on contemporary social issues and cultural perspectives through innovative uses of media, communications and community education. Through its flagship series, P.O.V., and other broadcast-driven projects, AmDoc brings to the American public diverse and exciting visions from talented filmmakers, videographers and new media producers. AmDoc maximizes the impact of its programming through national collaborations, grassroots partnerships and new technological tools. AmDoc's mission is motivated by the belief that television—and whatever television is going to become—can and should serve the public interest.


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