ABC To Read - charity brand video
What the organisation needed
ABC To Read needed to raise awareness of the impact of their work so that they could raise awareness and attract new funding.
Challenges
a) Needing to sensitively navigate real stories of children with low literacy levels.
b) The charity were keen to make sure that their quantitative impact data was represented in the video. Although very important, this tends to be less emotionally engaging than storytelling.
Our solutions & approach
a) After early discussions, we settled on using illustrations rather than real interviews with staff, volunteers and parents - this would allow us to tell an emotionally engaging story whilst protecting the confidentiality of children and parents.
b) we decided to create a composite story of a girl called Ella. Her story reflected real experiences of children that ABC To Read has supported. This enabled us to tell a compelling and accurate story to draw viewers attention, allowing the quantitative impact data to enhance the story rather than be the main focus.
Outcome and impact
The video is shown to a wide range of audiences and regularly posted on social media. It has helped to elevate the brand image of ABC To Read amongst schools, prospective volunteers and funders.
