Home > Outreach Case Studies > Made in L.A.

Made in L.A. (2007)

By Almudena Carracedo and Robert Bahar

In this Case Study
The Film
Strategy & Goals
Resource Materials
Outcomes

Campaign Outcomes

The broadcast of Made in L.A. reached over half a million households, with some of the highest ratings in Houston, TX, Phoenix, AZ, and Oklahoma City, OK.

PROMOTION

The media campaign focused on reaching labor and Latino writers, television and film critics, along with business, Hispanic, family and education reporters in print, radio, television and online media. In June, P.O.V. presented the film to over 400 journalists at the National Association of Hispanic Journalists Conference. In late August, we coordinated a satellite media tour with the filmmakers and the characters in the film, which garnered coverage on nine television morning news programs, including Univision's nationally syndicated program Premier Impacto, CNN en Español, Telemundo, MSNBC and Fox News' Fox and Friends.

OUTREACH

P.O.V. partnered with local public television stations, educational institutions and community-based organizations, including youth-serving organizations targeted by our Youth Views initiative, to present over 19 screening and discussion events in cities across the country. For example, we worked with the Mexican Consulate in Los Angeles to present a series of screenings as part of Labor Week, a statewide initiative which ran September 4 - 7, 2007, and was co-sponsored by the Department of Labor, the Los Angeles County Federation of Labor, Service Employees International Union, The Teamsters Union, Unite Here, and the University of California at Los Angeles Labor Center. The film was featured as part of the Consulate's arts programming and shown on their closed circuit television system throughout the week to promote the Los Angeles broadcast of the film. In San Francisco, the University of California at Berkeley Labor Center and Active Voice presented a screening, co-sponsored by public television station KQED with Amnesty International's Western Regional Office, Asian Immigrant Women Advocates, Bay Area Immigrant Rights Coalition, Global Exchange, Mujeres Unidas y Activas, and Sweatshop Watch. The screening was followed by a panel discussion with filmmakers Almudena Carrecedo and Robert Bahar, Guadalupe Hernandez, one of the workers featured in the film, and Katie Quan, Associate Chair of the University of California at Berkeley Labor Center.

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