Objectives

Hulu’s original series, Your Attention Please, shines a spotlight on contemporary individuals whose unique, groundbreaking and impactful actions will inspire generations to come via this evergreen content. YAP brings each individual story to life either via animation, short film/performance, documentary or interview. Out of YAP came Initiative 29, which was created to highlight a maker every 29th of the month as a way to continue the conversation beyond the month of February.

Strategy and Execution

Like in all relationships, trust is built over time. It’s not enough to make a commitment once. Year 1 established Black History Month as a tentpole, year 2 optimized that commitment for Hulu, and 2021 would bring breakthrough energy to reach a new audience, on Hulu and off.

Initiative 29 kept the energy going by:

• Extending black stories into other culture spaces throughout the calendar year.
• Dropping socially conscious short-form content every month after Black History Month.
• Committing to black futures, just as much as black history, as Hulu showcased black thinkers, doers, entrepreneurs, educators, movers and shakers, and black essential workers.

Results

Starting in March 2021, Hulu began dropping new Initiative 29 segments 6 to 8 minutes long.  These shorts continue to explore new and innovative storytelling methods while working with up-and-coming directors and animators.  Hulu’s Initiative 29 also intersected with moments later in the year, such as Pride, AAPI Heritage Month, Latinx Heritage Month, establishing a secondary message and aspect of discovery.

Media