People of Alabama
2020 Finalist

People of Alabama

Advance Local

Birmingham, United States

Category Video

Overview of this campaign

As news deserts grow, these areas aren’t just losing accountability and watchdog journalism. They’re also losing a sense of community – and with it, empathy. We believe there’s still a central function for local media to introduce people to one another – and we believe it can be done in a modern way for digital audiences. That’s why we launched our People of Alabama video series in 2019. 

Mr. Eugene is a superhero to the children at the elementary school where he works as a custodian. 

Marlene is the queen of the Sumiton, Ala., Walmart — and has the crown to prove it. 

Tracy shares a special bond with a goose named Lucas. 

We believe everybody’s story is important, and deserves to look and feel that way. Alabamians, who would probably never cross paths in person, find inspiration in one another. We’re capturing wisdom from people and giving them a chance to share what they’ve learned with others. We’re connecting people.


Results for this campaign

We’ve seen an incredible response to this type of storytelling. Commenters respond directly to the subjects, offering encouragement and appreciation. The conversations we host take place cross all kinds of demographic barriers -- of politics, age, race and ability — and stand in stark contrast to the negativity that often takes place in social media comments.

The numbers support what we observed from comments and audience feedback. The 18 videos in the series had 5 million video views.


To contact a company representative about this campaign, click here for the INMA Member Directory

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