When Amazon Studios partnered with Desirae Jones Co. for the release of Silver Dollar Road, they aimed to go beyond promotion and inspire action. The documentary, directed by Raoul Peck, tells the emotional story of the Reels family, whose generational property was threatened by land developers, highlighting the ongoing issue of Black land dispossession.

To amplify the film’s impact, Desirae Jones Co. developed a social impact campaign titled “This is Our Land”, partnering with HBCUs and Black museums and institutions to engage communities in conversations about land ownership and generational wealth. The campaign included a 10-city screening tour, creating spaces for attendees to share their own stories of resilience and loss, transforming viewings into platforms for healing and advocacy.