HBO Multicultural Marketing: The HeLa project

HBO Multicultural marketing, a premium cable and satellite television network, launched The HeLa Project in the US to build excitement for the HBO film, The Immortal Life of Henrietta Lacks.

Campaign details

Brand: HBO Multicultural MarketingAgency: HBO MulticulturalCountry: USA

Marketing context

For the first time, HBO Multicultural Marketing launched The HeLa Project, which was an integral component of the general, overarching marketing campaign. This campaign included print, on-air, digital and OOH elements. Oprah, the film's star, took advantage of her influence as a media mogul to promote the film through her numerous promotional channels, including her social media accounts, and through a promotional press tour that included the cover of an Essence cover,, hosting a junket for black female journalists (#blackgirlmagic), and making show appearances....

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