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Quick-fire creative inspiration - RNIB | Creatives Group | 29 Jan 2019

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Fiona Melville, digital content producer, film and audio, RNIB

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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Quick-fire creative inspiration - RNIB | Creatives Group | 29 Jan 2019

  1. 1. To mark RNIB’s 150th anniversary, as well as looking at achievements and milestones since the charity was founded, we wanted to also look to the future. And what better way than asking some children with vision impairment about their dreams and aspirations for the future, sharing the message that these children above all are just the same as any other children. Teams across the organisation were involved in making this happen: creative, social media, PR, as well as our children, young people and families team who helped identify the stars of the film.
  2. 2. Social Media • 479,370 video views • Average view duration: 1:30* Example comments: • Very cute! I love the young person who said he wanted to dig a big hole and I was wondering what he was going to put inside it! Water sounds like a great solution! My favourite is the astronaut! Absolutely no boundaries! • I’m a teacher and will be showing my class after half term. • What fantastic values these kids have already at their young age. Just beautiful. So heartwarming and refreshing too. *YouTube data
  3. 3. PR successes • The ‘When I Grow Up’ film contributed to us achieving over 300 pieces of coverage relating to RNIB’s 150th anniversary in a two week period in October. • We issued press releases profiling the stars of the film to local media resulting in extensive coverage, much of which featured an embedded link to the film. • The film was also picked up by Channel 5 News, BBC Radio 5 Live and BBC World Service who played clips of the film on air and interviewed one of our media volunteers about their experiences and thoughts on the film in light of their career as an actress and comedian.
  4. 4. Quick-fire creative inspiration 29 January 2019 Creatives Group London #charitycreative
  5. 5. 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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