Stories to change the world: The role of impact producers

Working in film, games and television, storytelling is at the heart of everything we do. So, what if we could ensure our storytelling could have even more positive real-world impact? And how do we do it? British Writer and Director, Richard Curtis and Australian director Damon Gameau say strengthening the role of impact producers could be the key to ensuring more impact.

As BAFTA albert launches its new  Impact Producer Accelerator Programme, CEO Jane Millichip was joined by the Love Actually and Future Council directors at a special event at BAFTA 195 Piccadilly to discuss this important role and the opportunities it presents. Here’s what they had to say…

What is impact production?

Impact Producers help create measurable strategies for issue-driven productions to engage communities. Driving a desired social, political or cultural change and aiming to bridge the gap between stories on screen and their real-world outcomes.

Gameau says: “Really I guess what the impact producer does is say what is the value in this film beyond entertainment? How can we actually use it to create or impact culture?”

Explaining further the director adds: “Impact producers start to find the aligned organisations that might use the message of the film to broaden it within society. So, that might be local councils, it might be a school, or it might be aligned NGOs, it might be corporations. Just so that the film when it comes has a whole network that’s behind it that actually can put into practice the things that you’ve talked about in the film.”

Why we need to think about impact producers more?

Having used his honorary Oscar acceptance speech to advocate for the role of impact producers in film, Curtis believes impact producers can help “turbo charge” the impact our work can have.

Curtis has “always been incredibly passionate about trying to see whether we can change society and soften suffering” through the screen industry and explains that TV and film are “this amazing powerhouse” to do this. He says: “I was thinking, why when I think about TV changing society do I think about Cathy Come Home which had a real impact on homelessness and that was in 1960… It’s kind of strange that we haven’t found a way, or that it isn’t part of the way that we structure things, to think about the real world effect that films could have….

“You make these things, and then often just sort of hope they’ll help create change: it’s like you’ve run the marathon and then you don’t go into the stadium for the final lap. I feel it would be quite a small mind change and quite a small practical change that might suddenly turbo charge the power of TV to change real things.”

How they support inspiring stories to create real change?

Gameau has regularly experienced impact producers working alongside production companies as a project is getting made. He says they play a vital role in building supporting networks ahead of the launch of projects but highlights “you’ve got to have a film that resonates. Because if you haven’t got a film that resonates then it doesn’t matter what the impact campaign does.”
He adds: “The value it can add to your film, it’s not just suddenly a streamer plays it or a cinema plays it, suddenly you’ve got these schools promoting it and corporate networks and NGOs… [And it’s] not just about creating social impact, there is a return as well in some way all be it smaller, your film gets to live on.”

Agreeing on the potential power of impact producers Curtis also drew attention to how the role could be useful in a television environment. Curtis comments: “When you watch a television programme about a troubling subject at the end what comes up is if you’ve been affected by these issues call and their support networks. They should also say if you want to have an effect on these issues then call because you could support the charity, you could yourself become an advisor or a councillor, you could do something about it in your community. Even when people are telling sad stories they could say to their viewers “you can be part of the solution”.”

What next?

Already there are large scale examples of how impactful the work of the screen industries can be, from Mr Bates vs The Post Office to Barbie. Plus, as Millichip draws attention to, films like BAFTA award-winning Roma and BAFTA nominated Sing Sing. Roma sparked a campaign for workers’ rights which resulted in 2.4m domestic workers being given rights to social security, and Sing Sing was shown throughout the US state prison system, inspiring similar prison theatre programmes.

Gameau points out that neuroscience has shown us that eliciting a fear response in narratives can “inadvertently paralyse” people so empowering audiences to take action can be a useful tool for change. He says: “We’re trying to show practical, muscular hope that people can actually act on but there’s not anywhere near enough of that we’re not showing people the better future that we can create…

“We need our storytellers to say here are the visions of the better future we can create to get people motivated to get them involved.”

Curtis adds: “Our industry can change and can take on board new ways of operating. Think about diversity in casting, intimacy co-ordination, and then sustainability officers… again that didn’t exist seven years ago. We can change, we can progress and I think this is something where it needs to be a part of things…

“I do think it’s doable, it needs work as always but it is something we [as an industry] would be very proud of if we prioritised.”

Join BAFTA albert in supporting impact producers

“BAFTA albert is working with industry to tell meaningful stories about climate change and strongly believe impact producers can supercharge those stories to further engage audiences and drive positive change.”
– Jane Millichip

The BAFTA albert Impact Producer Accelerator Programme is a series of workshops that will run in 2026 to raise awareness of this role in the screen arts. The aim is to provide impact producers with tools to create ambitious campaign and networking opportunities with key decision makers. You can register your interest for the programme now: Introducing: Impact Producers – Climate Content.

• ‘Stories to change the world’ was an onstage conversation between BAFTA CEO Jane Millichip, screenwriter/producer Richard Curtis and director Damon Gameau. It was the final event in the 2025 BAFTA Green Light Series, a series of discussions and screenings designed to inspire content makers to take our collective commitment to sustainability to new heights. Throughout the series we asked for the industry’s help to explore how we can create TV and films that support an inclusive conversation about climate change where everyone feels part of the mission. Find out more.
• With thanks to Together Films, Damon Gameau, Richard Curtis and Portobello Studios for collaborating on this event.
•  With thanks to our Official Partner Universal Production Music. Listen to the official Green production music playlist.