Viewers reached during NBCUniversal’s Season of Kindness initiative in December, representing 13.7% of the U.S. population; Season of Kindness encouraged viewers to share small acts of kindness and generosity through #ShareKindness
Combined hours of diverse On Demand and online programming — a 70% increase over 2014 and more than 1,100% greater than 2010
Environmental Media Association Green Seals received by NBCUniversal in 2015, our highest total ever and more than any other studio that year; our 2015 accomplishments included nearly tripling the use of LED set lighting on NBCUniversal shows produced on the Universal Studios lot
In turn, our audiences inspire us. They’re on the front lines of change, teaming up with other people in their communities to tackle educational, health, and social justice challenges. Through our news coverage, stories, and global campaigns, we empower our audiences to act on their passions.
We pride ourselves on telling authentic stories that resonate with wide-ranging audiences. In 2015, we continued bringing diverse perspectives to the screen through critically acclaimed films like Straight Outta Compton and The Danish Girl, and highly rated television shows like Superstore and The Carmichael Show. Relatable and real, the films and programs reflect our belief that diversity and great storytelling go hand in hand.
We also used the power of media and entertainment to mobilize action in communities across the country — including helping to adopt nearly 20,000 pets in a single day through our Clear the Shelters initiative, teaming up with national partners and viewers to fight child poverty during our Red Nose Day broadcast, and taking a stand against bullying with our award-winning Characters Unite public service campaign.
Support for filmmakers aims to push social changes
We continued giving female directors a powerful new platform in 2015 as a major sponsor of the AFI Conservatory Directing Workshop for Women, part of our ongoing partnership with the American Film Institute (AFI). The tuition-free postgrad program trains promising female directors in narrative filmmaking, culminating in short personal film projects — and increased visibility in the male-dominated film industry. We also provided $125,000 to AFI DOCS, an international film festival that shines a light on projects that promote social change. Our contribution funded grants to filmmakers and the Impact Lab, a two-day educational program to help filmmakers develop community advocacy plans for their films.
NFL stars join USA Network to speak out against bullying
NFL superstars delivered a powerful message to young fans in USA Network’s NFL Characters Unite, a film that profiled players who act as mentors to kids facing bullying and discrimination. Part of our award-winning Characters Unite public service campaign, the project included a partnership with the YMCA to create a student activity guide, screenings across the country, and a special at Super Bowl XLIX in February to help stop bullying and promote respect. Other 2015 campaign highlights included February’s Characters Unite Month celebration, the Characters Unite Film Series premiere of Glory in commemoration of Black History Month, and the Characters Unite Awards, which honored 10 unsung heroes for their efforts to improve lives and strengthen communities.
Campaign leads fight against food waste
Roughly 40% of all food in the U.S. ends up in landfills, and the average American family spends more than $2,000 on groceries they don't eat. We helped ignite a new conversation on food waste — including tips on how to waste less, shop wiser, and make food last longer — through our multiplatform #NoFoodWasted campaign. Part of NBCUniversal’s Green Is Universal initiative, which focuses on bringing an environmental perspective to our business, the April campaign raised awareness during Earth Week through social media messaging, educational programming, and partnerships with local food trucks.
MSNBC partners for good to fight poverty
We put the strength of our cross-country media platform behind Global Citizen, a growing community of people taking action to fight extreme poverty and inequality around the world. We provided airtime for public service announcements promoting Global Citizen, and MSNBC for a second year served as exclusive broadcast sponsor of the Global Citizen Festival in New York City. Held September 26 in Central Park with 60,000 people in attendance, the annual festival featured performances by Pearl Jam, Beyoncé, Ed Sheeran, and Coldplay. Our live broadcast attracted 4.7 million viewers and reached millions through social media.
K.I.N.D.-hearted help for Malawian students
Nearly 500,000 students in Malawi can now do their homework on desks, rather than sitting on dirt or hard cement floors, thanks to a fundraising campaign created by MSNBC commentator Lawrence O’Donnell and the U.S. Fund for UNICEF. The K.I.N.D. (Kids in Need of Desks) Fund has raised more than $10.6 million since 2010 to furnish classrooms with desks in the southeast African nation. K.I.N.D. also provides scholarships for Malawian girls to attend secondary school.