At the end of 2013 we were asked by a comms agency to make seven films about different NHS projects that had won NHS Innovation Challenge Prize Awards.
We were handed 100s of pages of documentation about every winner, stats, data, supporting statements, processes etc but very little in the way of a story and asked to make high impact films that properly explained each project and the problem(s) it was trying to solve.
What we did
For each winner, we cut through the involved and complex messages and issues, and boiled the brief down to one easy-to-understand sentence.
For this one it was:
“The cycle response unit saves lives because it gets there faster.”
But to properly connect with an audience, a film must have a human element – the story must be located in the personal.
So we searched for the best human interest case illustrating the message, and came across Zoe’s amazing survival story.
But we still needed an interesting way of telling it.
An audience’s time is precious, we’re always fighting for their attention.
You need to pull them in from the start and give them a reason to keep watching.
We dived straight into emotional heart of it making it clear from the first 10 seconds, this was an unmissable life and death story.
“When I watched the whole thing in the presentation the films made me cry! So moving, you’ve done a great job!”
Henrietta, Social Kinetic (Client).
The film had an afterlife on their Youtube channel and with no paid promotion or marketing, it still picked up more than 4.500 views.