Discovery’s true-crime network ID teamed up with Atlanta-based Bark Bark to launch new multiplatform cause-marketing franchise, “Inspire a Difference.”

This set of three short videos (above and below) spotlight the social justice actions being taken by ID talent such as Fatima Silva (Reasonable Doubt) and Callahan Walsh (In Pursuit with John Walsh).

“Inspire a Difference” is the evolution of a prosocial initiative that’s been part of the ID brand for years, but this new iteration taps into the authenticity and empathy at the heart of the true crime genre. The campaign includes 4-6 minute mini-docs for digital and social as well as short-form custom vignettes for linear.

After releasing the first three episodes on ID’s streaming platform ID GO as well as on Facebook and Instagram, the network saw an immediate uptick in social engagement, it said.

“Cause marketing has the power to change perceptions about our brand and help our viewers and advertising partners think more broadly about the genre. It’s always been important to show the perspective of the families and support organizations making a difference in their communities, so this is an opportunity to illuminate examples of good happening in the world through our lens,” said Eliza Booth, ID group VP, branded entertainment, in a statement.

“Networks and brands should be embracing cause marketing as part of their strategy all the time, not just now,” said Daniel Sattelmeyer, head of creative/partner at Bark Bark, also in a statement. “ID has always honored this space as part of its core identity, so the content comes across authentically versus forced and the results show.”

​Callahan Walsh

Fatima Silva



Client: ID

Group VP, Branded Entertainment: Eliza Booth

Project Manager/Strategic Lead: Katie Thompson-Glass

Supervising Producer: Tom Dennison

Production Manager: Jaycen Armstrong

Talent Management: Irin Tatiya

Manager, Branded Entertainment, US Hispanic: Cristina Sarnoff

Production Coordinator: Maddie Ehrenreich

Agency: Bark Bark

Head of Creative: Daniel Sattelmeyer

Head of Production: Tabitha Mason-Elliott

Head of Accounts and Operations: Ann Daykin

Senior Executive Producer: David Brand

Senior Writer/Producer: Dustin Frissell

Executive Producer, Post-Production: Jason Sheedy

SVP, Client Partnerships: Karen Grant

Director: Jason Miller (Fatima Silva)

Director: Fraser Jones (Callahan Walsh)

Director: Jan Mullins (Atlanta Victim Assistance)

Producer, Post-Production: Markus Oskarsson

Producer, Post-Production: Matt Vanselow

Producer, Audio: Jeremiah Prescott

Senior Producer, Design & Animation: Keachia Greenidge

Production Supervisor: Desiree Taylor

Account Coordinator: Kela Lott

Tags: bark bark cause marketing id inspire a difference

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