Margje introduces the mission of the Movies that Matter Festival — an Oscar-qualifying festival founded by Amnesty International that sparks global conversations on human rights through urgent new films. Beyond showcasing impactful cinema, the festival is deeply engaged in education and curates international events and programs that activate audiences, accelerate debate, and build a strong international network.
Successful Impact Campaigns: How to Change the World with Film
What you'll learn in this module
- How to create impact in a sustainable way — from defining your subject and vision to engaging a wide range of stakeholders
- How to make a film powerful enough to influence people’s behavior and even contribute to changes in legislation
- Plus real-life examples of collaborations, creative integrations, and innovative approaches to promotion
About the expert
Margje de Koning (The Netherlands)
Margje is Artistic Director of the Movies that Matter Festival, curating films that inspire dialogue on justice, freedom, and human dignity. She is a member of the Dutch Academy for Film (DAFF), the European Film Academy (EFA), and the Academy (Oscars).
You can explore the videos by topic, or listen to the full audio recording of the conversation with Margje de Koning from the Alternativa Impact Distribution Lab 2025.
How do we stay curious, continue finding hopeful moments, and avoid burnout — even when our impact work deals with difficult and dark themes? What does it truly mean to create impact through film? Let’s walk through the process of planning and achieving social change: from crafting a compelling story to connecting with existing movements and identifying the right target audiences — all the way to helping viewers not only think differently, but act differently.
You can find links to the handbooks recommended by Margje in the list of external resources at the end of the module.
Margje reflects on how Softie (2020) became the largest Kenyan theatrical debut of its year. After gaining momentum at 58 film festivals worldwide, the film went on to help reshape public attitudes toward activism and elections in Kenya.
The multi-layered impact campaign behind Shadow Game (2021) is definitely worth a closer look. How can filmmakers experiment not only with film formats and screenings, but also with podcasts, TikTok, and even online games? Why is collaboration — including partnerships with well-known rappers — so important for impact? And how can a strong impact strategy drive fundraising, mobilize petition signatures, and even contribute to changes in the law?
An inspiring example of bringing a film directly to decision-makers. The impact campaign for Category: Woman (2022) focused on precise targeting, with screenings at sport and chance forums, the Council of Europe, the International Olympic Committee, and NGOs working with the problem. Margje examines the key lessons learned shared by the campaign team — and why they matter.
Work on your project
If you’re actively building your impact campaign, use the Course Journal to turn ideas from this module into concrete steps.
Explore Further
- Movies That Matter — The annual film and debate festival on human rights and social justice in The Hague
- Human Rights Film Network — A partnership of more than 50 independent human rights film festivals
- Safe + Secure handbook — A handbook containing the resources on safety and security issues facing documentary filmmakers
- Setting up a Human Rights Film Festival handbook, vol.2 — An inspiring guide for film festival organisers from all over the world
These resources are provided for general guidance only and do not constitute legal advice. Viewers should rely on their own discretion and consult their own advisors.
Presentation Slides
Download the slides from this module to review the key insights anytime.
All images, film clips, posters, and stills are used for non-commercial educational purposes only and are included solely for critical commentary and teaching. All copyrights in the underlying films and promotional materials belong to their respective rights holders.
