Swoop Films

Our film “Hard To Believe” had been used as evidence against the Chinese Communist Party in its mass killing of prisoners of conscience. The tribunal’s final verdict was that China under the Chinese Communist Party was a “criminal state” and that mass killings of innocent civilians were taking place to sell their organs.

The verdict of the tribunal and its findings are hoped to be used to urge international organizations to take action.

Title

Hard To Believe Outreach Campaign

Project Summary

The Hard to Believe outreach campaign utilizes the award-winning, PBS screened documentary “Hard To Believe” to raise awareness of the killing of prisoners of conscience for their organs in China. The film challenges public perceptions of organ transplant abuse and the victims mostly marginalized Chinese citizens who practice the Falun Gong spiritual discipline and provides a new framework for viewers to understand the context of the crime.

The outreach targets colleges, hospitals, conferences and public venues for screenings to raise awareness and generate discussion through audience engagement. Through partnerships with key organizations the campaign will influence the medical profession and policy makers to take actions to
implement policies that will have a lasting effect in stopping the crime and preventing it from happening again anywhere in the world.

Topic Goal Summary

Our goal is to raise public awareness of forced organ harvesting in China, particularly among influential health care professionals and educators in North America. This project will change the common social view of forced organ harvesting in China from being an act too ‘hard to believe’ to a recognized crime that needs to be stopped and prevented from happening anywhere in the world. Through this swell of social awareness, lives will be saved from unnecessary killing, and policy makers will be encouraged to take actions to implement policies that will have a lasting effect in stopping the crime.

Production Timeline

This project commenced in January 2016 by formalizing partnerships with key organizations, and 60 screenings and broadcasts to date. By May 2017 we expect to reach 250 screenings via these partnerships. In August 2016 the film will be released digitally to coincide with our participation, with a key partner, at the 2016 World Transplant Congress in Hong Kong, triggering more awareness in the medical  community and publicity.

Key medical and ethics conferences over the next year have been identified and negotiations started to include the film in their program and for the organizations involved in these conferences to become partners for this campaign. Through partnership with Doctors Against Forced Organ Harvesting, we will assist in the development of three education packets to be made available to the 4 million nurses across America for use in their annual training requirements.

Target Audience

This project is primarily targeted at professors and students, medical and ethics professionals, and policy makers involved in transplantation, healthcare, ethics, bioethics, law, and human rights, who can give weight to the issue and make a strong chorus of voices to raise awareness in their fields and across a broader segment of society.

According to a published review of “Hard To Believe” in the Journal of Bioethical Inquiry, this documentary is “extremely important for those involved in organ donation and transplantation, human rights, health care, ethics, and the law.” These audiences are directly affected by the issue’s ethical impact upon their professions. Therefore, they and can play an important role in raising awareness to their patients, others in their profession, media, policy makers, as well as a broader segment of the general public.

Key Partnerships

Key partnerships have been established with the following organizations who are already active on the issue. We will leverage these partnerships to develop further partnerships with other influential medical and ethics organizations, as well as human rights and media freedom organizations.

International Coalition to End Organ Pillaging 

Global source of information and resources on the issue. They are in the process of launching a new platform for academics and professionals to communicate and participate in projects directly aimed at stopping China’s transplant abuse. This new initiative was inspired by the interest from these types of audiences who wanted to take action after attending a screening of “Hard To Believe.”

Doctors Against Forced Organ Harvesting

A global nonprofit membership organization for medical doctors who have taken an ethical stance against forced organ harvesting in China. DAFOH was nominated for the 2016 Nobel Peace Prize for their work in stopping transplant abuse in China.

Friends of Falun Gong 

A US-based nonprofit organization founded to support the freedom of belief of persons who practice Falun Gong. FoFG USA is focused on preventing and ending violations of the right to practice Falun Gong openly, freely, and with dignity,  worldwide.

Global Bioethics Initiative

An international, nonprofit organization dedicated to fostering public awareness and understanding of bioethical issues, and to exploring solutions to bioethical challenges. Through its events and activities, GBI seeks to keep the international community, policy decision-makers, the media, and the general public informed and aware of important bioethical issues.

Calls to Action

The primary call to action is to have people watch the film. This is the critical first step for them to understand the issue and its complexities in 56 minutes. It provides them enough information without being overwhelming and is the ideal tool for raising awareness without pushing any agenda on the viewer.

The secondary call to action is to get people talking about the issue, such as participating in post- screening discussions, posting feedback on the film’s website, sharing information on social media, getting media coverage.

The final call to action is encouraging active supporters to work with our key partner organizations to garner more support to change policy by working with a broader range of organizations, politicians, and media.

Outreach Strategy

“Hard To Believe” has already received excellent media reviews and recognition by key partners as an effective tool to educate medical professionals, educators, and the public about the issue. We are leveraging partnerships with key organizations and activists already active in raising awareness about the issue as well as secondary partners who are concerned about how the issue affects the reputation of their profession, to make “Hard To Believe” available to their membership. These screenings will engage new audiences outside of their membership and raise awareness across a broader spectrum of society.

Through these partnerships, post-screening audience engagement, media outreach, and online marketing, we expect to achieve the following core objectives for outreach and engagement:

  1. Organize over 250 screenings of “Hard To Believe” via advocates, supporters, and partner organizations in colleges, hospitals, ethics centers, professional conferences, and public venues.
  2. Facilitate post-screening discussions to garner public support and introduce influencers to key partner organizations whom they can work with to better affect policy change.
  3. Create and disseminate three accredited education packets for American nurses using the content of the film, in partnership with members of Doctors Against Forced Organ Harvesting, who have already secured interest from nursing bodies to distribute these packets. Nurses are required to undertake annual accredited courses in the three subjects of: Medical Ethics, Patient Safety, and Culture. The content in “Hard To Believe” can be readily packaged into courses in each of these subjects, thereby making it accessible to a large number of nurses, who are responsible for the care of patients pre and post organ transplantation and have requested access to information on the issue in a form that meets their educational requirements.

Distribution Plan

“Hard To Believe” was released in North America in October 2015 on PBS stations, DVDs via the film’s website, and educational and screening licenses. It was released on iTunes, Amazon and Google Play in August 2016.

Broadcast:

  • PBS stations reaching 50% of US population committed to broadcasting at least once.
  • Signed with Taskovski Films and sold to Israeli and Portuguese television so far.
  • Educational / Semi-Theatrical
  • Licenses sold to colleges, including Stanford, Georgetown, UCLA, Brown, and Rice Universities, for screenings.
  • Veterans Health Administration Hospitals have approved the film for screenings.
  • 250 expected college and hospital screenings within 2 years.
  • Attended 4 medical/ethics conferences aiming to screen at 10 within 2 years.
  • American nurses’ association interested in purchasing educational film packets
  • Active advocates in 10 U.S. states and 11 countries. Expect to reach 30 states and 20 countries over 12 months.
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