Media Trust: The Need for Niche

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This post is intended as an overview of  a speaker session at our charity event The modern charity: Using video to connect with current and potential supporters, which took place on 14 July 2016.

Media Trust is a communications charity that works within the media industry to empower charities and communities to have a voice and be heard.

In their session, Wendy Pearce, Head of Production, and Tom Martin, In-house Director,  stressed the need for specific and niche video production and targeting when reaching out to new and existing audiences. Really understanding who the video is for, and finding out what they like will make sure your video is as effective. Video production is all about quality over quantity, and here is one of their examples where this approach had huge success.

The Childhood Trust

The Childhood Trust believes every child in London deserves the possibility of a happy, safe childhood and so they fund the very best initiatives and projects that deliver vital support to the communities they serve.

The challenge was to produce a campaign film to support the charity’s Big Give Campaign and to convert it into mini clips with a call to action that could be used on social media to support the campaign. This film’s role was to raise awareness and create an action of giving in a time-limited manner.

The video effectively engaged over 2,000 views in just two days and helped raise an incredible £527,627 in online donations for the 18 charities that took part in the Summer Give Campaign. You can read more about this case study on their website.

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