Geena Davis Institute Taps Prestigious Boston University’s Adlab on Unique Content Creation Opportunity

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Geena Davis Institute Launches Rewrite the Script Social Media Campaign in Partnership with Boston University’s AdLab.

LOS ANGELES – June 1, 2024 – Geena Davis Institute has partnered with Boston University’s AdLab, the country’s largest student run advertising agency that operates out of the College of Communication to complete a creative assignment that includes content creation for the Institute’s TikTok account. 

After a research phase that included interviews, surveys, focus groups and social/industry analysis, AdLab concepted, created and executed three unique concepts to elevate content for the Institute. The idea that was selected titled “Rewrite the Script” builds on the ground-breaking work of the Geena Davis Institute which has focused on rewriting stereotypical narratives for diverse audiences in media. In dramatic and scripted fashion, AdLab’s campaign highlights inequality in industry trends that need to be altered to accurately reflect inclusivity. 

“Geena and I are proud BU alum, so when we had the opportunity to partner with Adlab, we jumped at the chance to see how the students could further our mission to drive more inclusivity in entertainment and media,” said Madeline Di Nonno, president and CEO of Geena Davis Institute. “The students’ smart, strategic and creative approach led them to a unique concept that will help us drive even more awareness for the need of accurate portrayal of the population on screen.”

The “Rewrite the Script” series consist of six compelling videos that will be released on TikTok throughout the summer of 2024 and cross promoted on other social media channels to further reach. The videos debunk myths, shed light on interesting industry facts while smartly reaching the TikTok’s primary audience of Gen Z in a compelling and motivating manner. Each piece of content includes custom animation featuring a moving singular line of chalk that transcends into a variety of characters and facts, then seamlessly into a custom animation of Geena’s signature “G,” which plays center stage in the Institute’s logo. 

“Thank you to our client [Geena Davis Institute] for the collaboration and partnership…and giving us the opportunity to contribute to a larger cause that advocates for better representation in the media,” said AdLab Account Executive Kirsten Tinoco in a LinkedIn post.

The partnership with AdLab is timed in conjunction with the Institute’s 20 year anniversary that kicked off with a bold and vibrant rebrand. Over the past two decades, GDI has played a pivotal role in pioneering the use of data driven research to measure and influence on screen representation in global entertainment media. Geena Davis Institute is proud to have achieved gender parity for female lead characters in family films and children’s TV programming. The rebrand was entirely made possible by funding from the Nielsen Foundation, whose mission is to power and advance inclusive innovation and representation in the media and technology industries, especially through the use of data and research. The lead sponsors of the Institute’s 20th anniversary are The Walt Disney Company, Sony Pictures Entertainment, Bloomberg, NBC Universal, Paramount Global and Warner Bros. Discovery. 

To view a sample of the campaign, click here. Visit for more information or keep up with Geena Davis Institute on LinkedIn, Instagram, Threads, Facebook, Youtube or X, formerly Twitter.

About Geena Davis Institute

Founded in 2004 by two-time Academy Award Winning Actor Geena Davis, the Geena Davis Institute (GDI) is the only global research-based organization working collaboratively within entertainment media to systemically increase the on screen representation of six major identities: gender, race/ethnicity, LGBTQIA+, disability, age 50+ and body type. If they can see it, they can be it.

About AdLab

AdLab is the country’s largest student-run agency, operating out of the College of Communication at Boston University.We’re a creative incubator comprised of passionate and tech-savvy Gen Zs, inspiring the next generation of innovative problem solvers.Under the guidance of industry-expert faculty advisors, our undergraduate and graduate students unite their fresh perspectives, pop culture expertise, and strategic insights to craft advertising campaigns that set long-term goals and generate buzz. We’re your focus group, creative brain, and social media wizard. Welcome to our party. We are AdLab.

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