For years, Teri Barila had tried to coax newspaper reporters in Walla Walla, Washington, to write about brain science, ACEs, and resilience. They didn't bite.

Then, on a crisp December evening, 1600 people--many of them inspired by years of community organizing--crammed the town's largest venue for a screening of Paper Tigers, James Redford's documentary about the dramatic reboot of a local alternative school after its principal became an advocate of trauma-informed care. Suddenly, reporters and editors "were not only interested, but almost ecstatic over the story of the film," Barila says. "There was such a diverse audience--not just education or law enforcement, but the entire community. That was a strong message."