#COMMUNICATELENS: 12 DECEMBER
Here’s our pick of the latest in video communications from Christmas cheer to very special deliveries. For more from #CommunicateLens, follow @Communicatemag
Surviving Economic Abuse
Surviving Economic Abuse’s disturbing four-minute film is designed to highlight the more often than not silent victims of economic abuse. Created by Media Zoo, won multiple awards at last month’s Evcom London Film Awards. The powerful film shows a woman talking straight to camera about her experiences while slowly drowning. The film demonstrates the effects of this devastating but largely invisible form of abuse. It picked up gold in the learning and development, internal communications, and diversity and inclusion categories at the awards, which took place last month at the British Film Institute.
The campaign, End Economic Abuse, aims to support those already impacted by economic abuse, while also reaching others who need information and support to spot the signs, respond appropriately and seek help.
As part of its Back Her Business programme, which helps women to prepare their business ideas for crowdfunding, NatWest is giving three start-ups £55,000 each to spend on media and production. VaynerMedia has created ads for each brand, which will appear on Facebook, Instagram, Twitter, LinkedIn and YouTube over the next three weeks in place of its own company ads.
The three businesses are Boarders Without Borders, MasterPeace and Mini Mealtimes, whose ads will carry the slogan: "This was going to be an ad for NatWest Back Her Business. But we thought we’d advertise her business instead." Boarders Without Borders aims to challenge representations of women of colour in skateboarding, MasterPiece helps adults in London to paint mindfully, and Mini Mealtimes helps parents understand their children’s nutritional needs. It is hoped that the cash boost from NatWest will drive around 500,000 views for each ad and roughly 150,000 click-throughs. Back Her Business has been developed in partnership with established provider Crowdfunder and forms part of the bank’s wider ambition to reduce the gender gap when it comes to entrepreneurship.
Restaurant and takeaway delivery service Deliveroo is hoping to raise at least £100,000 to support midwives with its first ever Christmas ad, #ForTheMidwives. Created by Talker Tailor Trouble Maker, the ad highlights the compassionate work of midwives who it calls “the best delivery service in the country”. The film features a midwife named Katy, talking about her job and the stresses, joys and emotions that are all part of the service of delivering babies, with the focus on the festive period. For every delivery of the food variety made throughout December, Deliveroo will make a donation to University College London Hospital midwives, saying it is proud to be the “second best delivery service in the country”. Those visiting the Deliveroo app in December will also be able to make a donation by visiting the For the Midwives ‘restaurant’.
Deliveroo founder and CEO Will Shu said: “The Deliveroo team has been truly humbled spending time with these highly skilled healthcare professionals. We’re happy to be supporting the amazing work of midwives this Christmas and shining a light on the everyday heroes that make up the UK’s best delivery service. At Deliveroo we talk about deliveries every day but we recognise that some deliveries are more important than others and we take our hats off to them.”
Heineken has launched its annual Brewing Good Cheer campaign, which puts on more than 180 events for charities in pubs across the country. The ad, which was created by Studio Sixty Billion, is fronted by TV couple Eamonn Holmes and Ruth Langsford, and shows them hosting a pub lunch at the Red Lion pub in Shepperton, Surrey. To get into the festive spirit they dress up as Santa and Mrs Claus and join guests from community foodbank St Saviour’s Sunbury and care home charity Langley Haven.
David Forde, managing director of Heineken UK, said: “Pubs play an incredibly important role in bringing people together. They’re hubs of communities in every village, town and city. They don’t discriminate and welcome all walks of life, and they are so much more than just a place to have a pint. Together with pub landlords up and down the country, we’re using our Brewing Good Cheer campaign to shine a light on local pubs as vital spaces and so often the pillar of communities across the UK.”