McCann and Documentary DISCLOSURE Open Our Eyes on Transgender Depiction
DISCLOSURE is an unprecedented, eye-opening look at transgender depictions in film and television, revealing how Hollywood simultaneously reflects and manufactures our deepest anxieties about gender. Directed by Sam Feder and produced by Amy Scholder, the film features Laverne Cox, Jen Richards, Lilly Wachowski, Yance Ford, Mj Rodriguez, Chaz Bono, and other trans creatives who share a common goal: to provoke a revolution in how we see and understand trans people.
McCannQ, an employee LGBTQIA+ resource group and McCann New York, worked pro-bono with DISCLOSURE to produce social assets that highlight key moments in the film, hosted a Zoom premiere party where the public could watch cast and crew discuss the film, activated a network of queer and ally influencers, and promoted a live tweeting event. The combined efforts of the DISCLOSURE impact campaign, along with McCannQ, helped DISCLOSURE reach trending status on Twitter’s entertainment page only a day after launch.
The success and support for the film continues to grow exponentially. While Netflix does not publicly release viewing statistics, there are many factors indicating that the message is reaching the masses: searches for executive producer Laverne Cox have increased 5,000% on Google over the past 30 days; the film’s social media footprint has seen its followers more than triple since launch; it is certified fresh Rotten Tomatoes with a score of 98%; and it has seen incredible public support on Instagram and Twitter from celebrities Taylor Swift, Ava DuVernay, Nicole Kidman, Charlize Theron, and Janelle Monáe.
