The groundbreaking ABC mini-series, When We Rise tells the story of a group of Bay Area activists who fought for LGBTQ rights in San Francisco and beyond. The stories in the mini-series span decades, giving a complete picture of where the movement began and where it is now. To help promote this special programming in the Bay Area market, we dipped into the ABC7/KGO-TV video archives and pulled out decades of historic reporting around the real stories that inspired the mini-series. We also took a fresh look at where the movement stands today. I helped select those real stories to be highlighted in ABC7 Bay Area newscasts and created an on-air campaign around them. The goal was to generate interest in the mini-series and try to hold the When We Rise audience for our 11pm newscast. That campaign started with this :30 overview spot that combines the look and feel of the When We Rise national network marketing with our local ABC7 promo style. There are times when you get those projects that really speak to you. This was one of them for me.
Every night that When We Rise aired on ABC, ABC7 News featured a real-life, local story that inspired part of the groundbreaking mini-series. I created this collection of topical spots to promote those real-life stories in the ABC7 11pm news.