AdWeek Interviews: Six Lessons Alfonso Cuarón Wants Marketers to Learn About Supporting Causes


Alfonso Cuarón is a Mexican film director, screenwriter, producer, cinematographer, and editor. Alfonso Curaon’s work has received critical acclaim and many accolades. He has been nominated for 10 Academy Awards and won five. Alfonso Cuaron released a film in 2018 called Roma which was set in 1970 and 1971. It is a semi-autobiographical take on Alfonso Cuarón’s upbringing in the Colonia Roma neighbourhood of Mexico City. The film stars Yalitza Aparicio and Marina de Tavira and follows the life of a live-in housekeeper of a middle-class family. The film won numerous accolades and helped to gather support for domestic workers who often fall outside the social safety net in almost all countries.

AdWeek Interviews: Six Lessons Alfonso Cuarón Wants Marketers to Learn About Supporting Causes

Roma was a very powerful and heart wrenching and is a tremendous and very effective feat of advocacy. It has been credited with helping advance sweeping reforms protecting the rights of domestic workers in Mexico where such legislation had long been stalled by several issues. Based on the success of the film and its role in successfully shining light on serious issues, Cuaron is hoping to encourage marketers and filmmakers to the same. He wants to encourage them to take a similar approach of creating content that’s compelling on its own but also ignites a chain reaction of civic engagement. He wants to encourage them to turn impassioned audiences into an army marching toward positive change.

The talented Alfonso Cuaron recently sat down with AdWeek to share some insights to help marketers learn about supporting causes. He wants to help them understand the difference between authentically supporting a cause versus simply touting two-dimensional gestures of advocacy. On this post, we would be sharing some experts from the Ad week Interview. To read the full interview, please click here.

 Inspire first

Supporting a cause through your content isn’t about teaching audiences the litany of things wrong with a current system. Cuarón says you must focus on capturing hearts and imaginations by first telling a relatable story.

If you jump to activism too quickly without first inspiring empathy, he says, your project will be a non-starter. Roma, for example, succeeded on both fronts by being a captivating story first and then planting the seeds of advocacy through its portrayal of inequality.

“You don’t need to come with a hammer telling people what to do,” Cuarón says. “It’s about, first of all, inspiring.”

Participant Media, the cause-oriented production company that Cuarón worked with on Roma, shares his focus on putting storytelling at the forefront of any project. But both the filmmaker and production company were keenly aware of the importance of having a long-term partnership baked into the… To read the full interview, please click here.


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