Let the Little Light Shine

The Challenge

Kevin Shaw’s independent documentary Let the Little Light Shine—a powerful, real-life story of community, equity, and education—had just secured ITVS funding and was gearing up for its film festival debut and PBS release. But with so many moving parts and big themes, the challenge was clear:

How do you build a loyal audience before the masses arrive—and make sure that audience becomes not just viewers, but advocates?

Our Approach

Lady Who Productions designed a six-month social media strategy rooted in purpose, passion, and people. Our three core objectives?

1. Raise awareness of the film itself
2. Shine a light on the real-world issues explored in the story
3. Create a community of changemakers who see themselves in the fight—and become their own heroes

To make it happen, we built a content ecosystem grounded in story and action.

• Content Pillars: We broke the campaign into digestible focuses: the WHY, WHO, HOW, WHERE, WHAT & WHEN of the film. This helped introduce characters, unpack systemic issues, and invite audiences deeper into the heart of the story.
• Advocacy & Action: We prioritized quality over quantity—focusing on cultivating true fans who would champion the film, share its message, and fuel word-of-mouth momentum.
• Creative Development: We also collaborated directly with the director to shape a compelling poster design that would translate the film’s emotion into one unforgettable image.

The Result

The result? A campaign that didn’t just support the film’s release, but amplified its soul.