Amplification at the Institute
An impact campaign is a goal-driven strategy. It sits alongside a film, series or other creative work. It mobilises the right audiences to turn a social message into concrete change.
Impact production—which we call amplification—began in documentary. At the Institute, we are exploring how it can work across entertainment and other fields. Through fellowship training, convenings and research, we test what it takes to embed impact campaigns more widely.
Fellowship: Impact production training
The Impact production fellowship was a 6-month free programme. It invited 9 storytellers from TV, film, games, theatre, XR and audio. Fellows brought a project that was near completion to build an amplification campaign. The programme combined a week intensive training programme with 6 months of mentoring.
Report: Impact Production across disciplines
Impact producing began in documentary. But what happens when artists, storytellers and practitioners in other disciplines take up the practice?
Drawing on our 2024–25 Fellowship programme, All Stories, All Stages explores how amplification works in practice. It shows how impact producing shifts across disciplines, contexts and stages of production.
Read Sean Marshall's blog to find out more and download our report All Stories, All Stages (PDF 8.6MB).
Event: Impact production in the entertainment sector
In October 2025, we led an event at the OKRE Summit. It asked what it would take to embed impact production across entertainment. The discussion showed real appetite for the practice. It also highlighted the need for clearer language, stronger evidence, funding and support.
Director Francesca Panetta reflects on the blog on the ideas, tensions and opportunities that emerged.
Report: Little Amal
The Walk 2021 An Impact Case Study (PDF 4.3MB) study looks at The Walk—Little Amal’s 8,000km journey across Europe in 2021. It explores how the project created connection, visibility and acts of welcome for displaced children. It also asks what might have been possible with an impact strategy in place from the start. The report offers lessons and recommendations for turning creative encounters into longer-term impact.
