Transmediality of the Half the Sky Movement

This paper examines another way of using transmediality, which goes beyond entertainment and marketing: transmedial activism, made by human rights organisations. Half the Sky Movement is a transmedial project based on the book "Half the Sky: Turning Oppression into Opportunity for Women Worldwide" by Nicholas Kristof and Sheryl WuDunn (2009) and aims to stop the oppression of women worldwide. When examining the concept behind this transmedia activism project, one will soon recognize that the approach the organization makes to convey the non-fictional content is in many ways similar to the approaches of media companies that sell fictional transmedial stories. The paper aims to answer two central questions: How is the concept of transmedial storytelling applied to the Half the Sky Movement and in how far is this strategy beneficial for the aims of the project?