Daniels Fund Employs Innovative Grassroots Advocacy Campaign Using Phone2Action at “Won’t Back Down” Pre-screenings

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Daniels Fund Employs Innovative Grassroots Advocacy Campaign using Phone2Action at “Won’t Back Down” Pre-screenings in Colorado, Wyoming, Utah, and New Mexico on September 27th, 2012.

The Daniels Fund and Kansas City-based technology startup Phone2Action are teaming up to enhance the in-theatre experience for the attendees at pre-screenings of Walden Media and 20th Century Fox’s film, “Won’t Back Down”. Starring Oscar nominees Viola Davis and Maggie Gyllenhaal, “Won’t Back Down” tells the powerful story of two determined mothers’ struggle to transform their children's failing inner city school. Phone2Action’s innovative new mobile advocacy platform enables Daniels Fund guests to take social action while still in the theater.

Immediately after the film, movie patrons are invited to text “parents” to 313131 on their smartphones where they are directed to Phone2Action’s service. With a few simple taps on their screen, constituents are able to connect with their state elected officials by sending an email inviting them to see the movie while also expressing their own support for education reform efforts.

The Phone2Action team views this as a new form of cause-based mobile marketing. “We’re thrilled about the opportunity to debut our cutting-edge technology with Daniels Fund. We are passionate about education and we think that giving movie patrons the opportunity to take social action while in theaters will create long-term engagement around the issue,” Jeb Ory, founder of Phone2Action, said.

“When adults block the path to better schools – the reform we desperately need – they’re telling our kids to sit tight and hope for the best,” said Peter Droege, vice president at the Daniels Fund, a private foundation serving the Rocky Mountain region that is sponsoring advance premieres of the film, “Won’t Back Down,” as a way to raise awareness of the need for more high quality schools in urban neighborhoods. “Every day that passes without us implementing solutions that improve our schools is an opportunity missed for our children."

“Many people want to make a difference in education, but do not know how to get involved,” said Droege. “Phone2Action provides us with an easy-to-use interface that we made available to those attending the advance premiere of ‘Won’t Back Down,’ allowing them to instantly send messages to their elected officials letting them know that they support high quality schools for kids stuck in struggling urban schools,” he added.

ABOUT Phone2Action:
Phone2Action is a mobile advocacy platform and mobile marketing business that advocacy groups, non-profits, and entertainment and media businesses use to acquire and engage new and existing members. Learn more about Phone2Action by visiting their website at http://www.phone2action.com or by contacting Jeb Ory at jeb(at)phone2action(dot)com.

ABOUT The Daniels Fund:
The Daniels Fund is a private foundation serving the Rocky Mountain region by supporting nonprofit organizations in Colorado, New Mexico, Utah, and Wyoming, as well as programs with national impact. You can learn more by visiting their website: http://www.danielsfund.org/.

ABOUT Won't Back Down:
In this powerful story – inspired by true events – of parenthood, friendship, hope and courage, Maggie Gyllenhaal and Viola Davis portray determined mothers who will stop at nothing to transform their children’s failing inner city school. Facing a powerful and entrenched bureaucracy and a system mired in traditional thinking, they risk everything to make a difference in the education and future of their children. The film also stars Holly Hunter, Rosie Perez and Oscar Isaac, among others. “Won’t Back Down” will be release in theaters nationwide on September 28th, 2012. For more information: http://www.facebook.com/wontbackdown

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Jeb Ory
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