Under its Spotlight Initiative the arts and entertainment charity will integrate issue agendas into promotional campaigns for Alcon’s slate including the upcoming Speedboys.

Spotlight Initiative was established in 2008 and provides alternative marketing and public relations resources to convey socially conscious messages.

“Today, our citizenry demands socially conscious activism from the products and companies that it supports, and entertainment is no exception,” The Creative Coalition CEO Robin Bronk said. “Alcon Entertainment understands the power, inspiration and influence of film on issues that serve the common good.  We are excited to be working with a film production company that is socially conscious.”

“We are pleased and delighted to announce this strategic partnership with The Creative Coalition,” Alcon co-founders and co-CEOs Andrew Kosove and Broderick Johnson said. “We can think of no better partner to be a coordinator and custodian of Alcon films’ cause-related campaigns. We know that movies have an enormous impact on society.”