Love it or hate it, the Academy Awards are one of the biggest events of the year for the entertainment world. This year’s edition featured controversy before, during and after the February 24 ceremony that has PR lessons for both nonprofits and socially responsible companies. Here are some of the takeaways that I took from the glitzy night in LA:
Documentaries are a powerful tool
2018 was such a great year for documentaries that two of the most popular full length documentaries (“Won’t You Be My Neighbor?” and “Three Identical Strangers”) didn’t make the nomination list. In either long or short form, a documentary is proof that truth can sometimes be more interesting than fiction. This year’s nominated documentaries shined a light on issues ranging from gender equality in India ( End of Sentence) to race relations in a London suburb (Black Sheep). If there is a documentary relevant to the issues that interest supporters of your nonprofit or socially responsible company, consider contacting the filmmakers to get permission to host an event. For example, on March 18, the Massachusetts Coalition for Serious Illness Care is hosting a screening of the Oscar nominated short documentary End Game and discussion afterwards. The documentary profiles health care professionals devoted to helping patients facing serious illness and their families. If you are interested in attending, click this link to register.
It’s never too late to change your mind
When an idea just isn’t working, don’t be afraid to change course. The organizers of this year’s Academy Awards ceremony taught us a few. When the evening’s invited host, Kevin Hart, was found to have fired off homophobic tweets in the past, the controversy that enveloped the comic caused him to step down. But, the awards went on – without a host – and it seemed to work out just fine. Also, after the backlash about unpopular ideas, including giving out some awards during commercial breaks, only having two of the five Best Song nominees performed, and creating a special category for “popular” movies – the Academy took the hint and switched back. These decisions quieted the controversy and potential PR damage, while making objectors feel as though they were heard.
Fashion can raise money and awareness
The high level of interest in Oscar fashion led some celebrities to turn it into a giving opportunity. Oscar nominee Bradley Cooper plans to auction off the custom designed IWC watch he wore to benefit a French charity that teaches visually impaired children how to read drawings with touch. James McEvoy had his fellow celebrities autograph his Oscar shirt at the after parties and plans to auction it off for to a charity. Laura Harrier from Best Picture Nominee BlacKkKlansman walked the red carpet in a Louis Vuitton dress made from sustainable materials as part of the Red Carpet Green Dress initiative started by Oscar winner James Cameron and his wife Suzy.
Passion projects sometimes pay off
Alfonso Cuaron’s Roma broke every rule of what you usually see in a Best Picture nominee. It was shot in black and white, was not in English, featured relatively unknown actors, and had pacing some described as glacial. However, Cuaron’s determination to tell a story about his childhood that honored underrepresented indigenous Mexican people, won the film many admirers and the director three more Oscars. Take inspiration from Cuaron the next time you have an out of the box idea that you can’t shake. As many of the night’s recipients said in their acceptance speeches, “Never give up on your dreams.”
Although the debate rages on about some of the names that were in the big red envelopes on Oscar night, events like the Oscars are worth keeping an eye on for both their positive and negative examples for us all.
