Metrics and Insights

Impact Report Released for Last of the Right Whales

With the broadcast of Last of the Right Whales premiering on CBC’s The Nature of Things recently, the team also shared the 70-page impact report which can be downloaded here for free that highlights what the impact team, including Good Measure Productions’ Sholeh Alemi Fabbri, did to lead to what may be the largest impact campaign in Canada. 

The report includes the various activities of the campaign including theatrical release, a six-city coastal tour, a 10-Campus campus tour, community screenings, post-screening panels, education guides created, an e-letter campaign and other digital aspects. 

There are also metrics shared about the impact that the campaign had on raising awareness about North Atlantic right whales, one of the main goals of the campaign, as well as understanding behaviour changes that audiences were willing to support or do themselves. It was important for the team to include both qualitative and quantitative results so both are shared. 

As the lead author of the report, Sholeh wrote it with impact producers and filmmakers in mind. The report not only shares how the campaign was approached and implemented but also talks about lessons learned which she hopes will be helpful to others as they build their own campaigns. 

While the report covered the year, we know that films like Last of the Right Whales can continue to have an impact for years to come. This report was completed before the broadcast but it would have been wonderful to get to revisit it again as more and more audience engage with the content. No doubt we’d learn even more about the impact of the film. 

Last of the Right Whales will also broadcast on ICI Explora and PBS Nova as well. Follow them on social for the latest updates. It can also be streamed now on CBC Gem.