A Beautiful Day in the Neighborhood

We were proud to play a significant role in the release of Won’t You Be My Neighbor?, Morgan Neville’s incredible 2018 documentary about Fred Rogers that went on to become one of the most successful documentary film releases of all time. So when given the chance to work with the team from Sony behind A Beautiful Day in the Neighborhood, based on the true story of a real-life friendship between Fred Rogers and journalist Tom Junod, we were thrilled for the opportunity.

We started by creating a collaboration between the film and volunteer activation platform VOMO for a unique Be A Neighbor Campaign, a national day of service in 15 markets where we mobilized local church and community groups to participate in service projects. Through the promotion we were able to promote the upcoming film release by inviting faith-based groups to share in the legacy of Fred Rogers and manifest his message in the real world. It turned out to be one of the most impactful things we’ve ever done with over 2-million total consumer impressions, hundreds of individual participants across each market and 1,874 total volunteer service hours on release week.

We also connected with our longtime partners at Q Ideas who promoted the release via their podcast by interviewing Tom Junod, the real life journalist who befriended Fred Rogers and was portrayed in the film by Matthew Rhys, and at their annual Q Commons livestream event with an exclusive clip we coordinated from the studio reaching over 18,000 people at 220 church locations nationwide.

And finally in a serendipitous stroke of divine intervention we were able to coordinate an exclusive advance screening of the film with a (first time ever we are told) combined gathering of all the faith fellowships at Apple in Cupertino. Members of these groups came together for an unprecedented inter-faith screening and conversation about Fred’s legacy of of faith, love and forgiveness following the film.