Ideas versus information. Creative video

Sometimes the best charity videos aren’t about the charity itself. They’re not about what it does, who it helps or how you can help them. Sometimes the best charity videos are about grabbing attention, making a connection and enabling viewers to see things in a different light. The most creative video focuses on ideas not just information.


This week’s film does just that: it’s a confrontational film that uses absurd humour and deadpan performances to highlight the fallacy that girls can’t write computer code.

Why Can’t Girls Code: GIRLS WHO CODE

[space height=”30″]

It’s ridiculous to think that girls can’t write computer code and this funny little film gives loads of ridiculous reasons for why they don’t. Excuses range from distracting breasts, being too pretty or having thick eyelashes that make it hard to see the screen.


 What we really like about this film is that it does away with the usual charity formula of explaining what a charity is, who it helps and what it does. Instead it concentrates on making a single point, powerfully and clearly. Once that’s done, the audience is ready to learn more – to follow a link to the website and get all the other details they need – including the who, how and what….

Directed by JJ Adler for Mustard.

[space height=”60″]


Think about your audience: are you trying to reach an existing audience of supporters or are you trying to reach a whole new group. What’s likely to make them watch a film – is it a potted history of the charity or a list of the services you offer? Or is there a more creative way of engaging them?


Keep it short: audience attention span is short. Much shorter than you think. Facebook starts counting views when people watch more than 3 seconds…. and YouTube views begin to plummet when you go longer than 90 seconds…


Keep it simple: try not to cram in too many ideas and points into a film. Focus instead on one or two clear and compelling ideas and remember that video works best when it’s showing not telling. Most on-line films are embedded in a webpage so you can always add extra info on the page itself once you’ve used the video to capture peoples’ attention.

[space height=”60″]

London Video ProducersJeremy Jeffs is a documentary film maker with 15 years experience of directing films for BBC, Channel 4, National Geographic and PBS. He’s recently finished work on a history of China, with broadcaster Michael Wood and his recent feature documentary, Bette Bourne, was shown at the London Film Festival, Sheffield International Documentary Festival and the V&A. More about Jeremy

health video producersMagneto Films is an award winning production company that specialises in working with the charity sector, not-for-profits and the public sector. We specialise in telling real stories, working with casestudies and real people to make films that move people to action. More about Magneto Films

email us!

[space height=”60″]
[vc_tweetmeme type=”horizontal”][vc_facebook type=”button_count”]

Leave a Reply