A multi-medium visual artist, award-winning creative, film director, storyteller and passionate creator of impact.
film/video
fine art
photography
writing (coming soon)
My Production company
A multi-medium visual artist, award-winning creative, film director, storyteller and passionate creator of impact.
film/video
fine art
photography
writing (coming soon)
My Production company
Turning stigma into Support - Amplifying Impact with film.
For years, Time to Change’s focus has been on providing services to the most vulnerable in society. Because of this, their powerful story has not been told.
Director, Time to Change (CIC)
Christine’s story is powerful. Courageously sharing her story speaks to her character. Most of her professional life spent as a Primary School Teacher in the local town, she was always around people and life. However, when retirement came, it became clear that she was no longer safe at home. She found refuge in Calderwood House.
Christine’s story is one of survival and resilience. Now, she has returned to her full-self, only stronger.
Dianne is an individual who makes a difference, a sponsor of a room at Calderwood House, and a proud local to Whitehaven, Dianne’s story highlights the impact we can have as an individual, and discusses hidden homelessness in the area.
Louise is nothing short of inspirational and strong. Having weathered the storm life had thrown at her, she found refuge in Calderwood House and has gone on to build a life she didn’t think was possible, until she did it. Now, she is helping others to do the same.
It’s true that love and compassion starts with you. Calderwood House is an example of this. A grassroots compassion revolution.
A beacon of community and hope.
About the campaign...
Homelessness is a pressing issue in the UK, with an estimated 300,000 individuals experiencing homelessness on any given night.
In West Cumbria, Time to Change (TTC) combats this crisis, but faces a significant obstacle: stigma. Many people hold misconceptions about homelessness, attributing it solely to personal failings rather than acknowledging the complex social and economic factors at play. This stigma prevents individuals from seeking help and hinders TTC's efforts to secure funding and partnerships.
TTC came with the idea of some videos to have real impact in brand awareness and to increase revenue streams. They also came looking for guidance; this is where we added value.
The challenge was to make the project be of as much value as possible to the client. So, there were a mix of objectives:
- Communications - clearly communicate who Time to Change are as an organisation. For years, TTC’s focus has been on providing services to the most vulnerable in society. But their story has not yet been clearly told.
- Awareness and Perceptions - Highlighting all forms of homelessness, particularly hidden homelessness, which West Cumbria experiences.
- Quality of life - Calderwood House and the service users experience stigma. How can we promote understanding and connection?
- Funding - Increase donations, and in particular strengthen the B2B / Partnership communications. Larger donations would empower TTC and Calderwood House to work in a whole new way as they begin to expand their offering to service users.
Human-led storytelling. Empathy, truth, and lived experience for impact.
Working with TTC to identify the areas and themes as part of a strategy to achieve TTC’s objectives and ensure genuine impact.
The Execution
Then, Foundation Films created a series of impactful videos; from inception, development to delivery - we handled it, so our client could focus on their work.
- Brand Film - This film articulated TTC's origin story, mission, and vision, emphasising their holistic approach to supporting individuals experiencing homelessness.
- People Stories - These powerful videos profiled service users, allowing them to share their experiences in their own words. By highlighting their resilience and the positive impact of TTC, the videos challenged perceptions and fostered empathy.
- Sponsorship Film - This film featured Diane, a room sponsor, highlighting the importance of individual contributions in combating hidden homelessness.
- Partnership Film - Targeting businesses, this film showcased the CEO of Securitas, a TTC partner, highlighting the benefits of corporate social responsibility and encouraging other businesses to get involved.
- Sustaining the impact - The films were launched at an annual fundraising event, where the participants were celebrated, and some gave a more in-depth speech into their lived experience., continuing the empowerment.
- The strategy also identified using local cinemas across the North West to premiere the short films in the previews. Expanding the potential for awareness in a mix of audience demographics.
- Social cut downs - used across social media, and the films used in all B2B pitches for sponsorships and partnerships, and submissions for funding.
- Increased Awareness & Donations - The videos effectively communicated TTC's impact, leading to an increase in local public awareness and donations.
- Strengthened Partnerships - The partnership film resonated with businesses, attracting new collaborations and strengthening existing ones.
- Empowered Service Users - Giving voice to service users fostered a sense of hope and agency.
The experience of the service users on the project was just as important to Foundation Films as the project itself, with our ethical approach to filmmaking and post-production after-care.