Project Title: Sons of Toledo Film Screening Collaboration
Partners: AAF Toledo, Chicago AdFed, Bounce TV
Event Location: Davis Theater, Chicago, IL
Date: October 24, 2022
Background
As part of their commitment to advance the benefits of winning a Mosaic Award, AAF Toledo sought to partner with Mosaic winners and assist in furthering their projects. In 2022, AAF Toledo awarded Sons of Toledo—a locally produced film exploring gang and gun violence from the perspective of the Black barber community—the Mosaic Champion Award for its focus on multicultural storytelling and diverse representation.
The film, directed by Monty Cole, produced by Matt Foss and Madhouse, captured the struggles and shared experiences of African American men in Toledo, Ohio. After the film’s success in Toledo, AAF Toledo saw an opportunity to further its reach and deepen its impact by organizing screenings in other markets. A collaboration with Chicago AdFed was a natural next step due to Cole’s Chicago roots even though the chapters had never worked together before.
Objectives
- Expand the reach of Sons of Toledo beyond the local market by screening it in a major media hub like Chicago.
- Engage new audiences in conversations around race, identity, and storytelling in media.
- Foster collaboration between AAF chapters and educate them about Mosaic to create more opportunities for DEI-focused initiatives.
Partnership Development
When AAF Toledo initiated discussions with director Monty Cole about further screenings, Chicago was top of mind due to the director’s connections. Chicago AdFed, who didn’t have much engagement with local urban creatives, was approached to collaborate on hosting a screening.
Bounce TV, a television network dedicated to urban audiences, had already shown interest in working with Chicago AdFed, but there was uncertainty about how to engage them effectively for a live event. Chicago AdFed leveraged its relationship with Bounce TV, ultimately bringing them on board as a key sponsor and moderator for the post-screening discussion.
Event Overview
The historic Davis Theater in Chicago became the venue for this impactful event. The screening attracted a wide range of attendees, from local community members to film and advertising professionals and diverse creatives interested in storytelling. Following the film, a lively and thought-provoking panel discussion took place, moderated by a representative from Bounce TV. The panel included Monty Cole, the film’s producers, and members of the cast, offering an inside look into the creative process and the stories behind the film.
Impact
Strengthening Cross-Chapter Collaboration: This project exemplified how different AAF chapters can collaborate to bring meaningful DEI initiatives to life. AAF Toledo and Chicago AdFed’s partnership created a model for other chapters to emulate.
Amplifying Diverse Voices: The screening and panel discussion not only brought attention to Sons of Toledo but also sparked important conversations about the representation of African American communities in media. The event was a platform for promoting multicultural talent in both the film and advertising industries.
Building Mosaic Momentum: By working together, the two chapters showcased the power of regional collaborations to advance Mosaic. The event strengthened the Mosaic Award’s legacy and provided a roadmap for other chapters looking to support diverse creatives in their own communities.
Lessons Learned
Leveraging Existing Relationships: Chicago AdFed’s connection with Bounce TV was crucial to elevating the event, showing the value of chapters building and utilizing media partnerships for DEI projects.
Cross-Chapter Collaboration: The collaboration between Toledo and Chicago chapters set a precedent for how different chapters can join forces to advance shared goals, enhancing both visibility and impact. Email communication was the single spark for dialogue between the 2 chapters and eventually the event planning.
Expanding Award Impact: By partnering with the Sons of Toledo team post-award, AAF Toledo helped extend the film’s reach. This approach enhances the value of the Mosaic Awards, offering winners more opportunities for exposure and growth, while allowing chapters to create lasting impact.
Conclusion
The Sons of Toledo film screening exemplifies how AAF chapters can come together to create unique events that they would otherwise be unable to do on their own. Through a combination of strategic partnerships, community engagement, and a shared commitment to the Mosaic Initiative, AAF Toledo and Chicago AdFed created a blueprint for impactful DEI programming. This case study serves as an inspiration for other chapters to collaborate on Mosaic initiatives that extend beyond their immediate communities, fostering greater inclusion across the advertising and creative industries.