Participant Media: How the documentary Waiting for Superman has spawned a mobile movement to help save the US education system – With Wendy Cohen, Victoria Estevez and Cecil Odom

We’ve all seen mobile initiatives geared towards doing good. Most are triggered by an event, usually a natural disaster like we just saw with the earthquake and tsunami in Japan. Very quickly and almost over night, mobile has become a frictionless way of donating to a top-of-mind cause showing the power and reach of this exploding industry.

Can it help impact society on a national scale by engaging more people to donate to a cause that is right in front of our eyes, every day? Can mobile extend a message from the big screen, to the small screen and create consistent action as well as broaden the reach? Can mobile help save education?

That’s what Wendy Cohen, Victoria Estevez and Cecil Odom, from Participant Media, are trying to figure out. Can they make a consistent and growing impact on education by extending the documentary, Waiting For Superman, through mobile applications and mobile calls to action? That’s what this session is about.

Get ready to be inspired.


Are you ready to help? Thought so. The easiest way is to sign up for their mobile alerts by texting POSSIBLE to 77177. When you do, you will receive a $15 gift code.

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About Wendy Cohen

Wendy Cohen joined Participant in November of 2007 as the Manager of Community and Alliances and the founding editor of the blog. Wendy has developed innovative online and mobile initiatives for Charlie Wilson’s War, The Visitor, Food, Inc. and The Cove. She shepherded the digital component of social action campaign for Waiting for “Superman”

Wendy was born and raised in Montreal and graduated first in her class from Concordia University’s Communications and Culture Studies program. Prior to Participant, Wendy was the first Community Manager for The Huffington Post in New York City and she co-founded the Screening Liberally film series, of which she remains the National Director. A native of Montreal, Wendy began her work in film in 2004 as the Programmer and Outreach Coordinator for the Media That Matters Film Festival and Media That Matters: Good Food project.. She also worked as the researcher and creative assistant on The Art of the Documentary (New Riders Press) and served as co-chair on the Urban Pathways Young Professional Board. She has been the co-curator of the Netroots Nation screening series since 2007 and continues to be a guest lecturer and panelist at festivals and schools around the country. In 2009, Wendy produced “Every Third Bite”, an award-winning short documentary about bees hailed as a “better bee movie” by New York Magazine. Wendy is a recipient of the 2010 New Leaders Council’s 40 Under 40 Leadership Award.

About Victoria Estevez

Victoria Estévez is an Emmy-nominated producer of original content for television and the web. Hailing from New York City, Victoria has worked in various media from broadcast to online and most recently to narrative film. She is now fully immersed in working in a Transmedia environment creating original videos, mobile applications, and managing events.

She began working in sports television specifically Baseball with Major League Baseball Productions. She then moved on to work with a boutique production company called Tupelo Honey Productions. She finished her tenure there as a Coordinating Producer on various projects, from two weekly magazine style programs about the New York Mets to a weekly online music program sponsored by At&t. For her work with the weekly program she earned two Regional Emmy Nominations in 2006 and 2008. She then decided to further her career by moving to LA and enrolling into the UCLA Producer’s Program where she recently earned her MFA. She is now proudly working on the campaign for the incredible documentary Waiting For “Superman”.

About Cecil Odom

A results-oriented manager with 12 years of experience whose persistence, dedication, combined with technical-knowledge and effective communication skills. All led to success in producing growth opportunities in Media, Telecommunications, and Interactive Advertising. With an ability to quickly identify creative solutions while maintaining a commitment to excellence that exceeds customer expectations on a consistent basis. I was fortunate to utilize these skills most recently at Participant Media and

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About the author

Rob Woodbridge

I'm Rob, the founder of and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

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