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?
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.
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.