Impact Producers

Storytelling doesn’t just entertain, it can spark positive real-world change

A great story doesn’t end when the credits roll.  It lingers. It sparks something. Sometimes, it changes what happens next. 

Impact Producers sit at that exact moment – where story meets the real world. They work alongside productions to turn powerful storytelling into meaningful action, connecting audiences with the people, organisations and decisions that can drive change. 

They can create tangible social, cultural, political and environmental impact by working with decision makers, communities and organisations to drive change. Their role is clear: make sure a story doesn’t just land – it lasts. 

Their work can be bold and highly visible, or quietly transformative behind the scenes, hyper local or global, community focused or governmental – and everything in between. But at its core, it’s always about the same thing: turning attention into action. 

Impact Producers

What do they do?

Impact Producers design and deliver data-driven initiatives, focused on delivering real-world change which align with the mission of a production. This work is grounded in four key principles:  

  • Changing Minds: shifting perceptions and attitudes of an issue. 
  • Changing Behaviours: encouraging audience to feel inspired to act. 
  • Changing Communities: creating community movements or actions.  
  • Changing Structures: creating policy change. 

How is impact created?

It starts with a question: what needs to change? 

From there, Impact Producers build tailored campaigns designed to reach the right people, in the right way, at the right time. No two are the same but they often include: 

  • Targeted screenings for influential audiences,  
  • Educational campaigns for schools or affected communities,  
  • Lobbying and advocacy with governmental bodies,  
  • Partnerships with non-profits and charities 
  • Live events for wider scale awareness 

These are all designed to turn viewing into change.  

Targeted distribution is a key element of an impact producers work.  

Who needs to watch this film, and what do they need to do to help drive change?  

The film The End of the Line, was screened to the then CEO of Pret a Manger, Julian Metcalfe, and his key buying team. Within days, Pret a Manger changed their buying policy on Tuna suppliers directly due to the issues raised in the film.  

Where does an Impact Producer fit into my production?

The earlier, the better.

Bringing an Impact Producer in early or during development or pre-production means impact can be woven into the project from the start. They collaborate closely with producers, directors and funders to align creative vision with impact goals.  

That said, impact producing isn’t limited to the early stages. Sometimes, a story connects in ways no one could predict. When that happens, Impact Producers can step in to harness that energy and turn it into something tangible. 

E.g. Following on from the success of Adolescence, Stephen Graham launched the “Letters to our Sons” Initiative 6 months after the release of the show. The project built on the themes of the show to encourage fathers to start meaningful conversations with their sons, demonstrating how impact can be activated after a story has already had an impact on audiences.  

Crucially, Impact Producers don’t change the story. They amplify it – creating pathways for audiences to engage, reflect, and act. The earlier they’re involved, the deeper and more lasting that impact can be. 

BAFTA Albert’s Role in Accelerating Impact

In November 2025, BAFTA launched the Impact Production Campaign. It’s first initiative, introduced in January 2026, is BAFTA Albert’s Impact Producer Accelerator Programme, designed to nurture talent in impact production.  

Developed to upskill the next generation of Impact Producers, this three-day lab equipped the cohort with the skills they need to build ambitious Impact Campaigns across genres for the Screen Industries.

The first cohort brought together 15 brilliant creatives from across the UK, spanning journalism, production, marketing, conservation and academia – each exploring how storytelling can drive change at scale.  

The cohort learnt from leading practitioners in the field, including CEO of Together Films Sarah Mosses, who shared her knowledge from delivering multiple big budget campaigns including Future Council, The Tale and Unrest. The cohort also heard from Bethany Hughes of Open Planet, who spoke about the global campaign for Ocean with David Attenborough, and Amy Shepherd from Think Film, who explored how the film Dark Waters, starring Mark Ruffalo, successfully contributed to policy change.  

Across the programme, our 2026 Impact Producer Cohort learnt how to activate change at scale, engage on-screen talent, and design campaigns that not only drive social impact but also enhance marketing opportunities and increase box office performance.  

The initiative was created in collaboration with impact strategy agency Together Films. 

Impact Producing In Action