The company also expanded in non-film production as well. In March, Participant agreed to conduct outreach and social advocacy efforts on behalf of the Lionsgate/Roadside Attractions documentary "The Cove" about dolphin slaughters by Japanese villagers in a cove near fishing grounds. The firm's TakePart website also released a new iPhone application, Givabit, which solicits charitable donations for Participant Media's nonprofit advocacy partners from iPhone users once a day. In June, the company established a new book publishing subsidiary, headed by Vice President of Publishing Lynn Hirshfield (who changed titles within the company). Liana Schwarz was promoted to Senior Vice President of Campaign Development and Operations.