Selling Hope: New Fundraising Videos For Children's Healthcare.

How We Repurposed Existing Footage To Create a New Video Campaign During a Pandemic.

You may recall the video campaign I produced last year for Propellant Media and Children's Healthcare of Atlanta. We interviewed several families dealing with the pain of sickle cell disease.

There was a blog post too, about Using Emotion to Fight Sickle Cell Disease.

Who would've thought, a year later, we'd be in the middle of a global pandemic, and unable to shoot additional footage?

But with Sickle Cell Awareness Month approaching, we needed to get started on a new fundraising effort. Could we use the same footage to create a new campaign? And what direction should the new creative take?

This is one of the digital banners for this year's campaign.More Positive, More Hopeful

To answer that question, Propellant Media set up focus groups with potential donors. These were hour-long Zoom calls with spec creative.

The result: the preferred direction was more positive and hopeful. Even though sickle cell is a horrible and painful genetic disease, the videos needed to be lighter in tone.

Finding a Happy Ending

Fortunately, one of the sickle cell stories we shot last year had a built-in happy ending. A patient named Xavier had received a bone marrow transplant, and been cured of the disease.

His story gave the campaign a more positive spin, and would hopefully inspire donors to fund research, and help more children in Georgia beat the disease.

Here's another of this year's banners, featuring Xavier.Digital Marketing Support

Besides the new videos, we also created a wide range of banner ads and other digital marketing. The campaign is now live, so if you would like to give, you can find the landing page here.

A big thank you once again to Propellant Media and to the marketing team at the Aflac Cancer and Blood Disorders Center of Children's Healthcare of Atlanta.

I hope you exceed all of your fundraising goals.

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