Crohn’s & Colitis UK
Empowering acceptance through charity sector videos
Crohn’s and Colitis UK is a charity for sufferers of Crohn’s and ulcerative colitis. Offering the information needed to confidently manage the condition to live free fuller lives. The initial brief was to update their current offering of case studies. Our experience working in the charity sector and 3rd sector organisations has led us to work with sensitive subjects, such as for Homestart.
Crohn’s and Colitis UK had worked with animation in the past but had reservations about exploring video, due to the sensitive nature of the disease and apprehension around sharing these stories online. By guiding the team's creative navigation, we were able to make a video that the interviewees, audience, and marketing team are proud of.
Real people,
sensitive stories
Our insights led us to find audiences are 84% more likely to respond to videos that show emotion, Social Media Statistics for Charities & Non-Profits. (2024). So this project was to create authenticity for the people interviewed and honesty for the people watching.
Achieving this involved taking an empathic approach, using our experience in working and navigating sensitive subjects means that we can take a nervous interviewee, make them feel at home and then speak on camera with confidence and authenticity.
To strategise this, we had to preempt and manage both the charity's needs, apprehension of new projects, using video for the first time, managing the medical team and the board of decision makers, keeping them informed and managing the apprehension of the case study interviewees when discussing sensitive topics.
Working with a member of the Crohn’s and Colitis team, we spend half a day with each interviewee capturing their interview questions and them in situ.
Our interview style and techniques when producing charity sector videos lead to an authentic and truthful interview which was made for an audience that needed to be told the truth about the realities of the disease they have been diagnosed with.
The End Result
With a project like this, let the audience speak for themselves.
The feedback from the interviewees was positive, and the comments on the video are positive for being authentic about the realities of living with a chronic anti-inflammatory disease.
By offering creative navigation to the Chrons and Collitis team, we have helped them adapt to a new method of communicating their messaging and bringing real stories off the page and into the minds of viewers.
Contact us
Ready to make some noise with your creative? Let us amplify your brand awareness with captivating storytelling and expertly crafted charity sector videos. Contact our team to discuss your project.