Unapologetic tug at the heartstrings makes video a winner

The video itself grabs and holds viewers. While conventional wisdom suggests keeping videos much shorter these days, the content and execution of the Phase One Foundation’s video supporting its 2014 fundraising campaign hook viewers early and keep them watching to the end.

But the deliberate and unapologetic tugging at viewers’ heartstrings is only part of the story. Knowing that people increasingly watch videos on smartphones, Phase One made it easy for people to make a donation in real time through their phones. To cap off a smart strategy, the foundation texted guests attending the video premiere with a link they could share with friends and family to amplify the video’s reach.

Huge kudos to the team behind the Best Video in PR Daily’s 2014 Nonprofit PR Awards: Leanna Creel, film and co-producer; Merritt Elliott, script and co-producer; Kevin Carlberg, Ross Grant, and Brian Carmody, music; and Tracy Hof, editor.

PHASE ONE 2014: EVERY ONE CAN MAKE A DIFFERENCE from Phase One on Vimeo.

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