1. Your new project image has less visual appeal than the last one.
Kickstarter is a visual medium, yet you have made the conscious decision to go with an all-text project image. Plus, you obliterate part of the text, to make a point. OK, now shrink that project image down to the thumbnail size that Kickstarter uses, which most people will probably encounter, and tell me how much visual impact that project image now carries.
2. The young guy with the blue jack and smile, he looks nice. It looks like stock footage, but it looks nice. The image of the guy with the frumpy look, that one doesn't look as nice. Why? Because, the frumpy look makes him look grumpy, which sends a negative visual message. The first thing that page visitors to your project page see, when they begin to scroll down, is the frumpy-looking guy. Part of it is caused by the angle of the camera shot, but as the saying goes, it is what it is.
3. You have one image which is worth pondering:
Thus, you are advocating in favor of diversity, utilizing a project page that is lacking in, what else, diversity. In fairness, though, it's not a people-centric visual presentation to any real degree, so that acts as a mitigating factor. Yet, it doesn't alter the visual calculus, Kevin.
Forget all of the text on the project page, for a moment. Look only at the visual imagery on display. Does it impress you? If it doesn't, then will it be likely to impress others?
You're talking to people, but they will tune you out, if you convey your message in the current manner. If your project page is visually boring, then do you think that they will assume that your documentary won't be?
Your issue is a people issue, at its core. Yet, your project page says, "Has not connected Facebook." Is that part of your outreach? You're sending a message that there is a disconnect, with that one line, alone. The message generates automatically, I know. But, the choice and decision was yours.
Below it is the link to the project's Facebook page (which is distinguished from your personal Facebook page). Clicking on it brings me to a page where the very first thing that dominates my eyes is disjointed text. Not people, but text.
Tell me this, Kevin, how do you intend to raise social awareness by not investing heavily in people-centric imagery? Your chosen approach makes your project page look lonely, not the headquarters of some important issue of our day.
You're not selling a product, so much as you are selling an idea. Once upon a time ago, a fellow by the name of Martin Luther King, Jr. had an idea that he wanted to sell. His idea was a dream.
He was people-centric. His approach was people-centric.
You're not MLK, so you have to come up with your own approach. You cite statistics. He moved people. You have the advantage of Internet access to the masses. He didn't have it quite so easy.
Yet, he still moved people. His communication method stirred people to action. Your project's Facebook page has what? 180 likes, right now?
Your approach looks canned. That's why it's ineffective, I think. But, in fairness, you have an uphill climb, due to the nature of your project which you've chosen to undertake.
All statistics aside, what's the urgency? Is it urgent? Your project page doesn't look urgent. It doesn't feel urgent. It either is an urgent issue, or it is not.
Those hundred dollar t-shirts, limited edition as you call them, do you believe that is how you will mobilize people as a mass to stand up and take note and to act? I get that they are a reward for a pledge level, as many Kickstarter projects use. But, what if the people who share your view on this issue can't afford to pledge a cool C-note?
Your lowest pledge level is five bucks. What if they don't have five bucks?
I watched the video. Your video approach is better than your static image approach, where your project page is concerned, but even still, it is problematic, from my perspective. The quality of the video is actually higher than the quality of the PictureLock promo video that you are in. But, there's actually other people in it, so all things considered, it's the better video out of the two.
I can comment more on the video, if you like, but it probably won't be today.