Transcript Oscars So White?

The #OscarsSoWhite incident
A future communication strategic plan for the Academy
by Cherice Smith
There were many responses…
• “At the Oscars, people of colour are always welcomed to give out awards, even entertain, but we
are rarely recognised for our artistic accomplishments. Should people of colour refrain from
participating all together? People can only treat us in the way in which we allow. With much
respect in the midst of deep disappointment, J.” – Jada Pinkett Smith
• “... There should be 20 or 30 or 40 films of the quality that people would consider for the Oscars.
By the way, we’re talking about African Americans. For Hispanics, it’s even worse. We need to
get better at this. We used to be better at it.” – George Clooney
• “You know, it’s shameful and embarrassing. There’s two years in a row that there are no people
of colour nominated. That’s insane.” Of the Academy's “historic” changes to address the issue,
he continued, “It’s a strong first step but that is all that it is, it’s a first step. This is going to be a
very long road.” – Matt Damon
• “It’s not that the problem is that the people who are nominated are too white. They’re not
looking at a movie and saying, ‘Oh, that’s very white. I'm not going to nominate that black
movie.’ They’re not sitting there like that! What the problem is, the people who can be helping
to make movies that have blacks and Latinos and women and all that -- that movie doesn’t come
to you. Because the idea is that there’s no place for black movies.” – Whoopi Goldberg
How did the Academy manage the communication during the viral #OscarsSoWhite?
18 January 2016: Cheryl Boone Isaacs issued a statement saying that
she was “heartbroken and frustrated about the lack of inclusion” and
that it was “time for big changes”
After the initial statement more communication followed:
• A press release and email to all Academy members revealing that
the board unanimously had authorised “a series of courageous
steps”
• An announcement that 3 new seats were being added to the Board
for Diversity Governors
• A vow to double the number of women and non-white-male
members of the Academy by 2020, so that women would then
comprise 48% of the organisation and minority groups 14% of the
total membership
• Cheryl Boone Isaacs also spoke openly at events and of course
during the live Oscars show in February
How did the Academy manage the communication during the viral #OscarsSoWhite?
• “It's trying to clear the decks so the show can go on in February without people screaming,” said Sam
Weisman, 68, of the directors branch
• Ava DuVernay, a black member of the directors branch who did not receive a directing nomination for Selma
the previous year, tweeted: “One good step in a long, complicated journey for people of colour + women
artists. Shame is a helluva motivator.”
• Under the most recent proposal, it appears that far fewer members will lose their voting rights and be
moved to “emeritus status” than many originally feared. “We ended up back where we started, with nothing
really changed or gained,” said Bruce Feldman, a member of the publicity branch who was openly critical of
the board’s moves
So what is the plan?
The next 5 years – A future communication strategic plan for the Academy
The main action plans to enhance the image-reputation of the Academy worldwide:
1.
Work from within
Start within the Academy – consult, get input, get buy-in
2.
Create diversity champions
Get Diversity Ambassadors to build the Academy’s image and strengthen the brand
3.
Shift focus
Create a campaign to look further than the Oscars and shift focus to Hollywood and the entire industry
4.
Communicate, communicate, communicate
Spread the word and keep the Academy, industry and fans informed every step of the way
5.
Lose #OscarsSoWhite
Create new hashtags to strengthen the image and reputation of the Academy and to show change
The next 5 years – A future communication strategic plan for the Academy
Step 1: Work from within
• Consult with Academy members from all 17 branches + Members-at-Large + Associates
• Get input from members – either face-to-face or through an online survey
• Consolidate input and where realistic and relevant, implement changes
• Ensure that there is clear communication throughout to all Academy members, staff and other stakeholders
• End-goals:
Buy-in and endorsement
Strengthen the Academy’s image and the reputation of its leadership
The next 5 years – A future communication strategic plan for the Academy
Step 2: Create Diversity Champions
Reginald Hudlin
Gregory Nava
Jennifer Yuh Nelson
Cheryl Boone Isaacs
The next 5 years – A future communication strategic plan for the Academy
Step 3: Shift focus
• Create a campaign that looks further than the Academy and the
Oscars
• Shift focus to Hollywood and the industry
• The Academy’s Diversity Governors and Cheryl Boone Isaacs must lead
the campaign
• Approach Hollywood stars such as George Clooney and Jada Pinkett
Smith
• Create an awareness month – Hollywood For All Month
• Launch a specific training or scholarship programme to promote the
cause
• The goal of this campaign is to clearly communicate and show the
Academy's dedication to turn the Oscars and industry around to be
more inclusive, accepting and diverse
The next 5 years – A future communication strategic plan for the Academy
Step 4: Communicate, communicate, communicate
• Communication is key with each step
• Communicate via press releases, statements, interviews, newsletters, social media,
online videos and posts etc.
• Create different types of communication for different groups – fans, members, actors
etc.
• The goal is for the Academy to learn from past communication mistakes and to ensure
that all facts are correct and elements in place to avoid future backlashes
• The Academy must communicate clearly and efficiently to ensure that the Academy’s
image is reliable and trusted
The next 5 years – A future communication strategic plan for the Academy
Step 5: Lose #OscarsSoWhite
Create:
• #OscarsForAll
• #HollywoodForAll
• #TheAcademyForAll
• #InclusionForAll
List of sources
• http://www.oscars.org/
• http://www.theguardian.com/film/2016/feb/25/oscarssowhite-right-and-wrong-academy-awards-audience
• http://www.etonline.com/news/181150_will_smith_praises_academy_for_oscarssowhite_response/
• http://www.etonline.com/news/180489_actors_who_have_spoken_out_on_oscars_lack_of_diversity/
• http://www.etonline.com/news/180753_cheryl_boone_isaacs_on_academy_plans_to_increase_diversity_af
ter_oscars_backlash/
• http://oscar.go.com/news/oscar-news/the-academy-introduces-plan-to-improve-oscar-diversity
• http://www.hollywoodreporter.com/features/oscarssowhite-academy-struggles-diversity-age-885633
• http://annenberg.usc.edu/pages/~/media/MDSCI/CARDReport%20FINAL%2022216.ashx
• http://variety.com/2016/film/news/academy-increases-diversity-push-by-adding-three-governors1201729452/
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