THE BRIEF
The Passage, one of London's largest homeless resource centres, approached us to create the centrepiece for their critical fundraising gala. They needed more than just an informational video—they required an emotional catalyst that would transform compassion into immediate action, inspiring a room full of potential donors to contribute generously in a single evening.
We set out to craft a transformative storytelling experience that would:
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Humanise Homelessness — Move beyond statistics and stereotypes to reveal the authentic human stories behind homelessness, creating genuine emotional connection with the audience
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Create Unexpected Moments — Design a narrative structure with a powerful revelation about Brian and Sarah's (clients of The Passage) relationship that would challenge assumptions and create a memorable emotional impact
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Inspire Immediate Action — Develop a film precisely calibrated to motivate on-the-spot giving, with every creative decision—from pacing to music to visual composition—aligned with this critical objective
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Balance Hope and Urgency — Craft a delicate emotional journey that acknowledged the harsh realities of homelessness while clearly demonstrating how The Passage creates tangible pathways to transformation
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Deliver Lasting Impact — Ensure the film would continue working beyond the gala night, serving as a powerful asset for The Passage's broader marketing and outreach campaigns
Our approach focused on authentic human storytelling, working closely with The Passage to identify compelling stories that would resonate with donors while respecting the dignity of those being featured. We developed a narrative structure that created genuine emotional investment before revealing the unexpected connection between Brian and Sarah—a moment designed to shift perspectives and open hearts.
The film achieved extraordinary results, helping The Passage raise £65,000 in a single evening—an exceptional outcome that exceeded expectations given the audience size. Beyond the financial impact, the film created a profound emotional response that strengthened The Passage's relationship with their donor community and provided them with a powerful storytelling asset for their ongoing mission to end homelessness.
Thank you so much to you and David for creating the film for us. I'm happy to share that it was a huge success! There was an incredibly positive reaction, especially when the film revealed Brian and Sarah's relationship - it really made an impact. We raised £65,000 from the event. Given the audience size, this was...a fantastic achievement for us.
Rachel Fenton, Senior Events and Community Manager