Telford Mind - Challenging Stigma Campaign
The Client: Telford Mind
The Challenge: Limited Demographic and Stigma
Telford Mind faced the challenge of reaching a wider audience for their services due to ongoing stigma, discrimination, and dismissive language surrounding mental health. They saw the value in utilising a video that could kick start conversations and act as a platform for a campaign.
The Aim: Inclusive Storytelling for Unity
Our aim was to use creative film production to illustrate that Telford Mind is for everyone. We wanted to convey that, despite our differences in color, age, religion, background, or financial standing, we share a common ground – mental health.
The Solution: A Creative Approach to Inclusivity
Koru Films and the Telford Mind team met up and discussed openly the discriminatory issues their service users faced. We then developed a solution that carefully avoided interviews with service users as there were concerns of time restraints, privacy and increased anxiety.
Instead, we embraced the use of diverse actors, chosen specifically for their personal connections to mental health, ensuring authenticity in their performances and a layer of anonymity. Our approach was centred around the power of expression, implementing a two-fold video recording process for each actor. First, we placed them in a room alone with a camera, allowing for a quiet, unscripted moment where they could only look into the camera, creating an intimate connection with the audience. Second, we guided them through a series of inner thoughts, forming a personal monologue. Both approaches yielded fantastic results, offering a unique and impactful video experience.
A meticulously crafted script was prepared beforehand, and each actor delivered a single line to the camera. This approach was pivotal in conveying the unifying message that everyone, irrespective of their background, is connected through shared experiences with mental health. Our emphasis on authenticity, creativity, and inclusivity shone through, contributing to the success and uniqueness of the video project for Telford Mind.
Outcome: Amplified Impact and Community Connection
Our creative approach for Telford Mind's video project resulted in a powerful film that has become a valuable asset for the organisation. Now available to be shared on their social platforms and within their calm cafes, the film serves as a constant reminder for both service users and the broader community to choose empathy when faced with shared struggles. Through authentic narratives, unscripted moments, and a carefully crafted script, the video fosters an enduring sense of inclusivity and understanding around mental health. This outcome not only heightens awareness but also establishes a lasting connection, ensuring that the values of empathy and shared experiences remain at the forefront of conversations within and beyond Telford Mind. Delighted to be a part of it!
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