PUBLIC RELATIONS AWARDS 2000: Craft - Best Corporate Video/Business TV



Giving Children Back their Future

The Edge Picture Company

This video was part of Barnado's integrated re-branding PR campaign which was launched in October 1999. The charity has been around for 130 years, but had become established in the popular imagination as an organisation running orphanages. The charity wanted to correct this misconception as it was negatively impacting on fundraising and lobbying work.

The video was produced to re-position the charity as a contemporary and deserving organisation, and to educate the public about the work that it undertakes. The film-makers were asked to communicate in a memorable way the work the charity does to help children who are victims of abuse, homelessness and poverty.

The brief was to work within a brand position established by advertising agency Bartle Bogle Hegarty. The Edge Picture Company also had to work against ongoing evaluation from a Barnado's reference group, which was drawn from children's services, fundraising and advertising and which was consulted on script structure and editing phases.

Two issues were chosen for the five-minute video - child abuse and teenage pregnancy - and were dealt with in short stories about the way the charity helped children.

Around 800 copies of the video were distributed, mainly to the charity's shops and children's services projects. The audience for the film was broad, including the fundraising community (regional, corporate, VIP) government, internal (staff and volunteers) and the media.

One minute versions of the film were used to generate broadcast coverage.

The effectiveness of the video was measured by comparing the results from research before the campaign in October 1999 and after the first wave in March 2000. Barnado's rating in terms of spontaneous awareness of children's charities rose from 28 per cent to 44 per cent.

The charity considered this very positive after only six months of activity.

Feedback from staff and volunteers using the video was also overwhelmingly positive.


Be Free

The Edge Picture Company

With Marks and Spencer suffering falling sales and poor morale, the production company was asked to make a film for internal use within the retailer that would help to create a wholesale change in corporate culture. The film showed a group of loyal, but dissatisfied customers taking things into their own hands and led to a series of events where staff identified unhelpful in-store procedures, many of which were subsequently dropped.



The Edge Picture Company

Electrolux's formation of a new company from 30,000 employees at 130 separate companies in 26 countries was the subject of this film. It was devised to explain the reasoning behind the arrangement and inspire staff as to how well it could work.

The company chose animation as the way to make the film different, using the analogy of the Swiss army knife to explain how a multi-faceted organisation can function more effectively.


Bear Necessities

Action Research and Emerald Productions

A Powerful Enabler

Creation - A Jack Morton Company.

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