A Lion in the House: A Content-Centered Outreach Strategy for Public Broadcasting

By Barbara Abrash
Download the Lion Case Study here.
Download the Lion Maps here.

A Lion in the House is a 225-minute documentary that follows five racially and economically diverse young people, their families, and caregivers over six years as they confront childhood hematological cancer and the after-effects of treatment at Cincinnati’s Children’s Hospital.

The stated goal of the campaign is “to transform viewer responses into actions that will improve care and strengthen support systems for everyone fighting childhood cancer, especially for those who face socioeconomic challenges.” Engaging youth was a campaign priority.

The film is the centerpiece of an extensive national and local outreach campaign focused on three issues: More…