Distribution

At OurFrame, a medium is defined neither by a format nor by a platform, but by its capacity to inform, to engage and to shape collective understanding. Our playing field therefore spans every current and future channel: cinema, television, radio, the web, social networks, streaming platforms, books, theatre.

As our impact media white paper sets out, the distribution strategy flows from each project's theory of change: knowing the target audience and its habits determines the relevant platforms, which in turn determine the formats. Audience, platform and format are chosen together, according to the intended impact.

Broad release or targeted screening? A partnership with a major broadcaster or a debate in a village hall? These trade-offs are never improvised. Distribution partnerships are a strategic lever in their own right, and impact measurement closes the loop: every campaign feeds the next one.

This discipline has a foundation: research shows that well-designed media campaigns are among the most cost-effective social interventions, because the marginal cost of distribution is low and even a limited change in behaviour generates substantial collective benefit.

Since 2016, KAPAW has been investigating, documenting and giving a voice to those building a sustainable future, in French and German, from its newsrooms in Geneva and Zurich.

By joining OurFrame in 2025, KAPAW became a fully fledged impact media: an independent newsroom, genuine distribution power across social networks, and our methodology applied to journalism. Every story is designed, distributed and then measured, proving that information can serve the common good.

WaterBear is the first free OTT platform dedicated to the future of our planet. OTT stands for "over-the-top": a streaming service delivered directly over the internet, with no cable box or operator in between. Here, access is entirely free: around 700,000 subscribers enjoy award-winning documentaries, series and campaigns that connect every piece of content to NGOs and concrete actions.

WaterBear is also a FAST channel (Free Ad-supported Streaming TV): a free linear television channel, funded by advertising and streamed continuously on connected TVs, watched by around 2 million viewers.

Alongside OurFrame, WaterBear adds impact measurement to the power of storytelling: understanding how a story shapes awareness and behaviour, then turning viewers' engagement into real, visible and measurable change.

From the big screen to the social feed, we orchestrate multi-channel impact campaigns in which every distribution choice flows from the intended impact, the target audience and the chosen lever of change.

An investigation debunking misinformation about electric cars, À contresens has become a reference on the ecological cost of mobility. Its distribution campaign has been running since 2017: television (Play Suisse, RTBF, Radio-Canada, Swisscom TV), VOD, two live premiere webinars gathering thousands of viewers with ministers and scientists, around a hundred screening-debates, integration into every geography course in French-speaking Switzerland and Ticino, all the way to the European Parliament. First prize at the Rushdoc International Documentary Film Festival.

Seven animated short films created with the DécadréE institute from authentic testimonies, brought to life by Swiss artists. The campaign combined broadcasts on RTS and RTS Découverte, a premiere at the CityClub in Pully, selections at the Fantoche festival and Les Créatives, then a nationwide operation on 25 November: one episode screened before the main feature in a dozen cinemas across French-speaking Switzerland, for the International Day for the Elimination of Violence against Women.

Putting the power of influencers at the service of the climate cause: content creators paired with Swiss scientists, drawing on more than 14,000 studies, to show which everyday actions truly reduce CO2 emissions. The effectiveness of each video was analysed by researchers at the University of Geneva, and the resulting best practices shared at the World Biodiversity Forum in Davos, at CLIMACT and at the Swiss Polar Days.

With the Act On Your Future foundation, this series of short films highlights the initiatives supporting refugees in French-speaking Switzerland, to shift public perception and inspire new solutions. The impact campaign combined television broadcasts, film festivals, screenings in schools and refugee reception centres, and digital communication.

Five filmed podcasts in which young people talk about their sobriety, hosted by comedian Yacine Nemra and supported by the Swiss Federal Office of Public Health. The rollout illustrates our cross-media approach: long episodes on Play RTS, short formats on RTS 1 during Dry January, podcasts on Spotify, Instagram and TikTok content, public screenings, and dubbed versions in Albanian, Portuguese and Ukrainian to reach migrant communities. A feature on RTS's 19h30 news extended the reach, and a before-and-after survey measures shifts in perception.

Made with EPFL's Geo-Energy Lab, this documentary follows the pioneers of deep geothermal energy in Switzerland, from Vinzel to Haute-Sorne. Two versions for two distribution circuits: a 60-minute cut for cinemas, festivals and panel discussions, and a 52-minute cut tailored for RTS television. The campaign combines premieres, debates bringing together politicians, professionals and opponents, screenings at EPFL and the Festival du Film Vert, and a reference website mapping geothermal projects across Switzerland. The film now serves as a teaching tool for professionals and cantons alike.

To talk about conspiracy theories with 15 to 25 year olds, the project flipped the method: creating a fake conspiracy theory with YouTube duo Les Infiltrés and testing it in real conditions, all the way to a fake conference at the University of Fribourg, under the supervision of psychologist Pascal Wagner-Egger. Distribution went where the audience lives: the Infiltrés channel and its million followers across platforms, two sold-out premieres at the Pathé Flon in Lausanne and the Korso in Fribourg, coverage on Couleur3, on the 19h30 news and in the press, then educational workshops rolled out through youth associations via the SAJV.