Age NI approached us ahead of their Christmas appeal with a clear objective: to create a more personal, story led campaign that would inspire people to donate by showing the real impact of their work.
Rather than producing a traditional fundraising video, we focused on the lived experience of one of Age NI's service users. Through a sensitive documentary style interview, we explored the challenges of loneliness during the festive period and how Age NI's support, from social activities to providing a Christmas dinner, can make a life changing difference.
Our approach was to let the contributor's story lead the film. By creating a relaxed environment and allowing the conversation to unfold naturally, we captured an honest and emotional account that resonated with viewers. The result was a powerful appeal film, supported by a series of shorter edits for use across social media and digital channels.
The campaign delivered outstanding results. Age NI raised 11% more in donations than the previous year's Christmas appeal, while the film was also featured by Belfast Live, significantly extending its reach. The Belfast Live coverage alone reached more than 55,000 people, helping to amplify the campaign and its message.
Most importantly, the film enabled Age NI to connect with audiences on an emotional level, demonstrating the real difference their services make to older people across Northern Ireland. It was a privilege to help tell such an important story and contribute to a campaign that delivered measurable impact for the charity.
