Walking With The Wounded (WWTW) has a strong reputation for helping injured service personnel achieve incredible feats of endurance. The charity needed to bring the same clarity to its role in helping ex-service men and women struggling with physical, mental or social problems after leaving the service.
WWTW helps former service personnel who have become homeless or find themselves in the criminal justice system. They retrain and re-skill individuals and they ensure their assistance benefits families of those injured in the services, as well as the men and women who have been wounded.
Despite having Prince Harry as a patron – a huge vote of confidence in the sterling work the charity undertakes – it became clear that a new campaign was required. It’s aim; to create public understanding of the charity’s varied support services and its vital successes in helping ex-service men and women find their feet again.
“He really took time to understand the message and journey we wanted to convey.”
Head Of Communications
Walking With The Wounded
Working together to create a story that enthuses the public
I base my creative work around thorough discovery meetings that identify objectives for the project and at the same time uncover compelling emotional narrative. This process revealed that WWTW is a charity aiming to:
• Change public perception of what WWTW does and why it is necessary
• Educate about where and how WWTW supports ex-service men and women
• Connect the public with the reality of what many ex-service women and men face.
Scripting was key – getting a tone of voice that could both connect viewers to the central character and convey difficult and complex issues meant that people would identify with the main character’s lows and his eventual reintegration with family, society and self.
The process of having a hand-drawn animation was a deliberate approach to creating a ‘natural’ style that reflected the personality of the main character as well as revealing the charity’s down-to-earth daily work in helping veterans regain independence, confidence and a place in the world.
Who benefits From Video Marketing?
Medium sized companies, especially those seeking to engage their audiences emotionally to increase commitment to key messages. Emotionally charged marketing offers a greater return on investment than any other, according to Sarah Wood, Co-chief Executive of Unruly which was responsible for the Evian Babies and the Dove Real Beauty videos amongst others. Video is a natural partner to social media activity and offers a superb channel through which to deepen relationships and build brand loyalty.
If this sounds like your organisation, why not make contact to explore how Michael Stiff Film and Animation can help you develop a video strategy to bring your business objectives to life?