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The Christmas camcorder
project
Exists to defend the right to a safe home. We strive for change –
with individuals, in communities, across society
6 milli...
Seasonal trends
We know the public’s interest in homelessness peaks in December
▪ Capture the intimate reality of daily
life for homeless families without a
full-time documentary crew.
▪ Adequately safe...
We gave camcorders to four homeless families to create their own
video diaries
The solution
It wasn’t easy…the Christmas video project was six months in the
making
The solution
▪ Countless fleeting meetings with ho...
We secured an exclusive arrangement with Channel 4 News
The results: media
▪ A 12 min prime-time slot with a daily
reach o...
The project won the PRCA ‘Best Use of Video in a Campaign’
award and helped us to win PR Week ‘In House Team of the Year’
...
2,426,286
Total impressions
£30,878
Income based on video ad conversions alone
320%
Increase in ROI the week the video dia...
354,430
Combined organic reach
1,605,538
Total views of organic video content
25,301
Total engagement with video content
5...
Shandor: “It gave me the self-
confidence I needed to voice my
opinions, and believe I am worthy of
other people’s time. B...
Top tips and learnings
1. Keep safeguarding in mind at all times
2. Don’t under estimate the amount of
admin and logistics...
Any questions for us?
PR moments:
using cultural trends and seasonal
events to make the news
PR Network
12 March 2019
London
#charityPR
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what el...
Authentic storytelling: the video diary project | PR moments: using cultural trends and seasonal events to make the news |...
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Authentic storytelling: the video diary project | PR moments: using cultural trends and seasonal events to make the news | PR Network | 12 March 2019

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Kimberley Carter, media manager, Shelter

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
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Authentic storytelling: the video diary project | PR moments: using cultural trends and seasonal events to make the news | PR Network | 12 March 2019

  1. 1. The Christmas camcorder project
  2. 2. Exists to defend the right to a safe home. We strive for change – with individuals, in communities, across society 6 million households are denied the right to a safe home or are threatened with losing it. 4,750 people sleep on the streets on any given night. 90,000 homeless households are stuck in unsuitable temporary accommodation, such as homeless hostels. Shelter This is a national emergency
  3. 3. Seasonal trends We know the public’s interest in homelessness peaks in December
  4. 4. ▪ Capture the intimate reality of daily life for homeless families without a full-time documentary crew. ▪ Adequately safeguard the families brave enough to take part. ▪ Maximise a tiny £1,000 production budget and the skills of one in- house filmmaker. 128,000 homeless children living in temporary accommodation with their families. Hidden from view, we wanted to tell their story The challenge ▪ Get our content into the mainstream news, when broadcasters rarely accept second-hand footage. ▪ Manage the risks of filming in emergency B&B’s and hostels with strict visitation rules. ▪ Create compelling content that meets the needs of an entire organisation.
  5. 5. We gave camcorders to four homeless families to create their own video diaries The solution
  6. 6. It wasn’t easy…the Christmas video project was six months in the making The solution ▪ Countless fleeting meetings with homeless parents in coffee shops and bustling parks ▪ Smuggling cameras into hostel rooms and avoiding suspicious staff ▪ Regular meetings with services colleagues supporting the families to ensure we weren’t putting them at risk ▪ Tracking the families’ circumstances throughout, keeping in touch and checking they were still happy to take part ▪ Hours of video editing in darkened rooms to get the final B-roll cuts ▪ Testing media appetite, and days of fraught negotiations with producers
  7. 7. We secured an exclusive arrangement with Channel 4 News The results: media ▪ A 12 min prime-time slot with a daily reach of 9.7m viewers ▪ Extensive clips from the video diaries, and a pre-rec with Shandor (https://www.channel4.com/news/over-100000-children- will-wake-up-homeless-on-christmas-figures-show) ▪ Live interviews with our CEO in the studio and case study, Mariam (https://www.channel4.com/news/homelessness-debate- a-permanent-home-only-a-dream-for-thousands-of- children) ▪ MPs Melanie Onn (Lab) and Grant Shapps (Con) reacting live from Westminster ▪ A 5 week stint on the C4 News ‘Must Watch’ page ▪ Shandor’s video diary was shared on the C4 News Facebook and Twitter pages: ▪ Mary’s diary was used in a top performing BBC online feature ▪ Shandor’s video was shared by Metro online on Christmas Day, and stills of Nathan and Mariam featured in an Independent photo- gallery
  8. 8. The project won the PRCA ‘Best Use of Video in a Campaign’ award and helped us to win PR Week ‘In House Team of the Year’ The results: media https://www.facebook.com/Channel4 News/videos/10155477298136939/
  9. 9. 2,426,286 Total impressions £30,878 Income based on video ad conversions alone 320% Increase in ROI the week the video diary content launched 167% Paid social ROI on video content The big numbers The results: paid digital performance
  10. 10. 354,430 Combined organic reach 1,605,538 Total views of organic video content 25,301 Total engagement with video content 5,936,756 Combined online reach of videos (paid, owned and earned) More big numbers The results: organic social performance
  11. 11. Shandor: “It gave me the self- confidence I needed to voice my opinions, and believe I am worthy of other people’s time. Being homeless decimated these and other feelings I had. Being able to tell my story helped me pull my emotions back into focus.” The feedback
  12. 12. Top tips and learnings 1. Keep safeguarding in mind at all times 2. Don’t under estimate the amount of admin and logistics involved 3. Talk to each other: value relationship building – internally and externally ▪ Media and Digital Fundraising are a winning combination ▪ Video is still the best performing format for digital fundraising ▪ People still give to people ▪ Adapt your plans when you see a good idea, it might pay off ▪ Boost your media coverage with timed paid digital
  13. 13. Any questions for us?
  14. 14. PR moments: using cultural trends and seasonal events to make the news PR Network 12 March 2019 London #charityPR
  15. 15. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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