Susan Sarandon loves documentaries and wanted to support Cause Effect Agency founder Chris Talbott’s documentary Deep Run, a Sundance-supported movie to further understanding of trans persons. Chris came up with a plan for Susan to design a Rocky Horror Picture Show inspired T-shirt that Susan and all stakeholders in the movie promoted it aggressively during pride month across all social media.
Featuring the motto “Embrace Change” with images of Susan’s character Janet transformed from beginning to end of the movie, Rocky Horror fans were thrilled. In the process we generated social media buzz for the movie and press including a story in the Daily News.
The t-shirt raised $35,000 - enough to get the movie’s edit complete! The award-winning documentary ended up screening globally at dozens of festivals, in dozens of cities on American public television, and then streaming on Netflix and Seed & Spark.
In 2017 we brought the t-shirt back for Pride month to raise more funds so that Frameline could re-package and distribute the movie with a specially-designed trans-awareness curriculum to over 2,000 high schools in all 50 states.
All thanks to that t-shirt!