The Charity Film Awards (en)
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How Have Films Created by Charities Changed Public Attitudes?

Conveying the Story

Films that are created by charities often convey a strong message. The story can tug on the heartstrings or convey an important call to action, such as the St John Ambulance message on choking that proved to be a winning formula for the Charity Film Awards in 2017.

The Chokeables film, featuring the voices of David Walliams, David Mitchell, Johnny Vegas and Sir John Hurt, conveys a succinct, clear and concise message that shows people how to help a choking baby. The video has not only won recognition for its professional story-telling by being named Charity Film of the Year, but it has also been proven to work, with parents giving feedback that the information they gained helped them to save their child’s life.

A Charity film is also one of the best ways to gain support and donations. We all know that time is precious and if a picture can say a thousand words then how much more can be achieved with a film within seconds? The added scope for videos to go viral is another potential benefit in a world of social media, but why are so many still not getting the views they deserve?

Why aren’t some charity films getting more views?

With entries for the Charity Film Awards now open for 2018, the team are starting to process the entries and prepare for the online public vote to start, but again it’s sad to see that some incredible films don’t seem to be getting the views they deserve. Surprisingly, even some with celebrity content produced on behalf of major £50m+ turnover charities are seeing thousands of views rather than millions.

So why is this? The story and production quality is obviously important, but it can’t be assumed that people will stumble across the video and share it. The best results can be seen where the film forms part of a larger campaign and is interwoven with numerous elements of the marketing mix - often incorporating TV coverage. Obviously, not all charities have the budget for large campaigns, but connecting the message socially with live events and other fundraising activities will make a large difference.

Creating a teaser campaign or advert to promote your film will also help to drive traffic. Where possible try to engage with ambassadors to help them to share the film with their users and to also encourage them to share and like your social profiles in the process - so that you have an active following for the next campaign.

The film itself can create PR and added material for social sharing such as interviews with the featured individuals/actors, ‘on the set’ and ‘behind the scenes’ photos/video and reaction or responses to the film. There are potentially other routes to market by finding ways to promote the film through third parties such as entering the Charity Film Awards. The CFA campaign gives you a chance to piggy-back the public voting campaign and reach some highly influential judges who will be talking about your charity. Find out more on how to enter at

Campaign Partners

Media Partners

Supported by

Promote - Donate - Celebrate

Increased exposure for charity video content

Donations made directly to good causes throughout the campaign

Celebrating the success of film in fundraising