Three very different films in this week’s best charity videos – a real story from Mumsnet, a constructed situation in a CRUK brand video and a moving art-film from anti-gun campaigners in Chicago.
1. 999 for kids: Mumsnet
Powerful use of a real story and simple images creates an excellent piece of communication.
Cleverly constructed from a real 999 call and family photos and video, this film follows the story of 5 year old Elleemae who called 999 when her mother collapsed leaving her alone in the house with her baby sister. The campaign is aimed at parents and is designed to communicate the importance of teaching their children how to use 999.
The film was commissioned after Mumsnet research revealed that out of 757 respondents, 37 per cent have not taught their child to dial 999, with 46 per cent not doing so because they don’t think their child is mature enough.
I found this quite moving and reminded me of a similar ad for American domestic violence charity NoMore.
2. The Lump: Cancer Research UK
A clever piece of film making that pushes home the message that we ignore suspicious lumps at our cost…
CRUK wanted an ad that highlighted the importance of early diagnosis in treating cancer: all too often we ignore suspicious lumps or pains. This film takes a London street in Hackney and over the course of several days, creates a growing and swelling lump in the pavement. The video captures the reactions of people who regularly pass down the street … and in nearly every single case people ignored the suspicious lump. A clear message cleverly captured.
3. #Unforgotten: Illinois Council Against Handgun Violence
A clever film that captures the impact of a confrontational piece of campaigning.
More of a companion piece to a street outreach campaign than a stand-alone film, this video weaves the stories of parents who’ve lost teenagers to gun violence, with CCTV pictures and news footage to punch home the impact of the charity’s work. The project took life size mannequins and dressed them in the clothes of teens who’d been shot by other young people. The film combines the story of the children with the reactions of passersby to the mannequins. Clever, creative and moving.