Cine Las Americas is a multi-cultural, 501(c)3 non-profit organization based in Austin, Texas: the live music capital of the world. Music is an integral part to the region’s culture and embodies an extensive amount of genres in both English and Spanish languages.

In Latin America, our politicians can sometimes sound like rappers talking about sex, drugs and money. So, using radio as our medium, we took political speeches, turned them into rap songs and aired them as such, to deliver the Cine Las Americas campaign message: If this is our reality, imagine our films.

Through a microsite, we created the first interactive fundraising film. There were 9 endings and as the donation increased, the ending became grander. We pushed the microsite through social media and it quickly became viral. We reached moviegoers and film enthusiasts, who helped spread the word and propelled the cause. Furthermore, we showed the video as a trailer in movie theaters and gained new followers to join the cause.

To raise $50,000 in donations as part of an on-going effort to increase awareness and attendance for Cine Las Americas International Film Festival.