Action with M.E is a fast growing UK charity dedicated to helping people with M.E. They were launching a campaign to raise charity donations under the Government's UK Gift-Aid Match scheme. The desire was for a dramatised, engager video to coincide with their campaign.
We wanted to highlight what it is like to live with M.E in a way that was engaging and informative to the public. The challenge here was to provide a high-quality promo for zero budget, using genuine M.E patients rather than actors.
We decided to create two videos for use on the Action for M.E. website and for social media channels. These would really emphasize the reality of living with M.E., especially by filming genuine M.E. patients about their condition. With this in mind, we firstly developed a full creative brief to allow the committee to fully engage with this video, which would be something of a step up for them in terms of their communication ambitions. This included vivid verbal descriptions of the action we intended.
Secondly, we specified the gestures and scenarios we wished to film, so that the committee could approve them and recruit suitable patients to participate in the filming. It was going to be critical to find multiple locations for the various vignettes that all had to be very close together, but look significantly different - this was key to making such a varied piece within such a short time frame. We then embarked on one whole day of filming that included all the vignettes in all the different locations, plus all of the interviews.
Finally, in the edit suite, we selected relevant footage from the interviews for use in the promo, interspersed with suitable b-roll, to produce two versions of the video: one for the run up to the 'Big Give' one-week campaign, and one for use during the campaign week. Essentially, these were the same videos but with different captions and call-to-actions. We also cut 80 social media snippets of around 20-30 seconds each from the interviews and topped and tailed them with calls to action.
The client was thrilled, in particular, with this unexpectedly large delivery. With the two different videos we were able to significantly increase the reach of their message on social media, and thus start to bring about a transformation in how M.E is viewed by the general public.
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