When we signed on to help with the social media for Gasland (pro bono), it was not a documentary that was nearly as well known as it is now. Fresh out of Sundance, they had just started to create grassroots buzz. There was no Twitter profile, and a small Facebook fan page. Now they sit at a cumulative 42,000+ fans. The buzz created has been successful in two parts: the first is that it is true and people echo this honesty. The second is that it truly is the little movie that could, by that we mean it did really start off with Josh, his camera, his beat up car (that he still owns) and the story that is the reality. There is something gut wrenching about the fact that it is happening everywhere, it is very real, yet it took this movie to bring a mass consciousness together.
We signed on to work closely with Josh Fox and his team to help disseminate this message because it needs to go as far reaching as possible to create the change in policies that are direly needed. This wouldn't work if it was a one sided mission for entertainment purposes. This works because people that see this movie and are touched. They are touched because they have been directly affected by hydraulic fracturing or they want to be a voice for those that have been and don't want to become a silent statistic as well. The citizens of affected areas began participating in the conversation, many posting photos of their polluted water, or personal health horror stories on the Facebook wall. Others use it as a place to get petitions signed when their homes are considered hot beds for drilling, and they need to take preliminary action.
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