Case Study

In 2012, a diverse group of women from the city of Beit Shemesh organized a flash mob dance, which they planned to feature in a public-spirited social media campaign. These women were from a wide range of backgrounds – young and old; religious, traditional, and secular. Their mission was to express solidarity with each other and to make a statement about the importance of tolerance and inclusiveness in the public sphere. In their own words, this was a shared effort to “dance toward change.”

This group came together with the understanding that the right video, implemented with the right planning, would allow them to reach large numbers of people and deliver a powerful, positive message of unity and respect. Social media has become a vital tool for community organization, consciousness-raising, and the spread of information. When video is involved, the underlying concepts and beliefs are made tangible and vibrant; in the best cases, video gets attention, gets the word out, and gets the job done – bringing donations, volunteers, or political backing to an important cause.

Results

The Beit Shemesh women’s flash mob video got over 200,000 views. It was featured on all the top Israelis news stations, and even Reuters was there! It was a privilege to produce a film that had such a meaningful impact.

 

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