Human beings have been reminded, time and again, thanks to history, that they haven’t always thought and acted in the best interest of society. It doesn’t matter who you are or where you are in the world – there’s a good chance that the country that you live in might have a history of violence and injustice that still affect the way it operates today, from an individual to a systemic level. However, thanks to media, technology and the overall awareness it’s led to, more people today are focused on social justice than ever before.
One of the individuals at the forefront of this movement is Ishita Srivastava, who is a major influencer in the world of culture change. Art and entertainment are becoming more and more deeply intertwined with social justice efforts. We need not look further than examples such as the Time’s Up movement against sexual harassment and assault in Hollywood, led by actors and creatives like Reese Witherspoon and Shonda Rhimes, and Jay-Z’s work against mass incarceration, including helping to finance a documentary about Kalief Browder, a Bronx high school student who was imprisoned for years without ever being convicted of a crime.
Ishita Srivastava understands the valuable intersection of pop culture and social justice, and how all scale and influence of Hollywood on people’s attitudes and beliefs make it an effective conduit for creating a discourse about important social issues. Through her work as a digital storyteller, producer, and culture change strategist, Srivastava is dedicated to challenging society’s traditional ideas about caregiving and gender roles and helping audiences understand that in order for us to live in a more equal and just world, these norms need to evolve.
During her seven year stint as a digital content producer at Breakthrough, a human rights organization based out of both the United States and India, Srivastava helped challenge norms and attitudes around gender by leveraging a powerful range of storytelling media and tactics.
While working as Breakthrough’s multimedia producer and deputy director, Srivastava tirelessly created content ranging from satirical films to documentaries, such as Mansimran, which was featured on MTV, and Deport The Statue, a satirical short film that was featured on globally-known media outlets such as CNN, Huffington Post, and BBC.
She was also instrumental in creating the #BeThatGuy campaign that urged men to take a concrete stand to interrupt gender violence, also a key theme of Breakthrough’s “Ring The Bell” campaign. She makes no secret of her ambitions and optimism, stating in an interview about the campaign: “We believe that it is especially important that men act as leaders and allies in what we call The Breakthrough Generation: the generation that will reach a critical mass and trigger a global tipping point that makes violence against women unacceptable in this lifetime.”
The “Ring The Bell” campaign was an incredible success, and it included sports star and former NFL quarterback Don McPherson, in addition to the critically acclaimed Colombian poet, actor, and author, Carlos Andres Gomez, who recently won the Atlanta Review International Poetry Prize. With an entertaining edge and poignant message, several of the videos went viral and one of them was even shown during the NASCAR Speedway Championship. Another example of innovative, edgy content that she produced for Breakthrough was the Breakthrough U Puppet series conceptualized by Srivastava herself for a college-age audience, it addressed pertinent issues such as domestic violence, sexual harassment, hypermasculinity, and non-consensual image sharing. She was able to create and present the content in a manner that was relatable to college students nationwide, and the series even included such notable puppeteers as Paul McGinnis and David Bizzaro of Sesame Street fame.
Ishita Srivastava has an incredible and unique set of skills that she is now utilizing as the Director of Culture Change at Caring Across Generations. She is a key founding member of Storyline Partners, a collective of some of the most well-known social justice organizations in the U.S, collaborating with the entertainment industry to seed and influence stories and increase the visibility of those who are either misrepresented or underrepresented in pop culture. In her role at Caring Across, her most recent campaign was inspired by the film On The Basis Of Sex, which focuses on the early career of legendary Supreme Court Justice Ruth Bader Ginsburg, and features well-known Hollywood staples such as Kathy Bates, Armie Hammer, and Felicity Jones. The campaign, titled #WeKnowYouCare, has already gained a tremendous amount of traction, and aims to reimagine the idea of masculinity in the context of male caregivers, urging a wide range of people, especially men, to understand how important the issue and work of caregiving truly is to society as a whole. The #WeKnowYouCare campaign has been featured in notable media outlets such as Bustle and PopSugar, as well.
Those who have worked with Srivastava have pointed out that she is simultaneously “generous and mission-driven,” and the fact that she has been behind so many successful campaigns is certainly proof of that. There is no doubt that storytelling has been an effective way to challenge and transform cultural norms throughout history, and Srivastava understands the need to use all the resources at her disposal to help create change.
“Ishita’s greatest strength is her ability to tell stories that have the power of transforming cultural norms. She knows how to identify which stories will resonate with an audience, and work closely with the subject of the story in order to ensure that their experience is represented authentically and in the most compelling way possible,” explains digital strategist Mihika Sapru, who worked closely with Srivastava at Breakthrough.
“She also has the unique ability to take heavy subject matter and convey it in a way that drives positive action, making her work effective and valuable in the social change space… She’s also not afraid of taking risks and creating edgy and provocative multimedia campaigns that reach beyond the usual suspects and spark important conversations with non-traditional audiences.”
As an experienced digital storyteller, producer and someone whose work has been at the cutting edge of culture change strategy, it’s not surprising that Srivastava is often invited to discuss her work at forums and conferences about leveraging media for social change. Most recently she was asked to take part in the prestigious Story Movements conference hosted by the Center for Media and Social Impact at American University. During the conference, which was held on March 1 and 2, Srivastava gave a powerful talk about her cultural change work at Caring Across Generations and the #WeKnowYouCare campaign, for which she leveraged partnerships within the entertainment industry and the film, “On the Basis of Sex to engage men who are caring for family members in the U.S..
It’s clear to see that Srivastava’s instinct, intuition, and skills for visual storytelling are valued by many, she understands how to tell effective stories in a way that engages people, and most importantly, she’s using those skills to uplift the voices of those who are the most invisible or marginalized in pop culture.