How ‘Half the Sky’ used social TV to fight oppression against women

By Natan Edelsburg 

There’s nothing more we love writing about than social TV for social good. This past week PBS aired “Half the Sky: Turning Oppression into Opportunity for Women Worldwide,” a documentary based on “a book by New York Times journalist Nick Kristof and his wife Sheryl Wudun”. They travelled the world uncovering horrific oppression against women, for example, “sex trafficking in Cambodia, forced prostitution on India, maternal mortality,” and more. In honor of the airing the team behind the filmed launched a detailed social TV strategy to extend the important messages beyond the linear screen.

They used Getglue to allow viewers to earn a special sticker for watching both nights of the broadcast. They did this by offering two half stickers, something that hadn’t been done before on GetGlue. Kristof and Wudunn, Olivia Wilde, who was featured in the doc, the Somaly Mam Foundation, IRC, and Room to Read, their partner organizations all live tweeted during the broadcast. The tweets were curated on the documentary’s website.

They also launched a Facebook game and mobile games that teach about these issues. Their Facebook social action game “benefited their partner NGOs (World Vision, GEMS, World Vision, etc.) while increasing understanding of issues facing girls and women.” Yap.TV identified exclusive content available for viewers, “including extended luminary clips and video extras as well as pictograms (photos overlaid with quotes) based on quotes from the broadcast.” Check out this amazing project on PBS and beyond.