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Private Equity Foundation: Promotional film

The film uses a combination of typography and talking heads to communicate its message

How PEF encourages charitable donations

Challenge

The Private Equity Foundation provides skills for work programmes, social and emotional support for children and young people, helping them to achieve their potential and gain employment.

The Foundation depends on donations of money and business expertise to continue its work. It needed to highlight the good it had already done, but also the ongoing need for its services, to attract continuing support from donors.

Our response

We created a promotional film that brings the real-life relevance of the Foundation’s work to life, using colour and monochrome time-lapse images to create a strong visual identity.

The Foundation is recognised for basing its decisions on facts, not emotions. So the film concentrates on the facts – with a hard-nosed demonstration of the positive impact that timely intervention has played for those young people supported by the Foundation’s charities.

Result

Before the film’s début, many private equity professionals had said they were unsure about the value of charitable support for young people not in employment, education or training (so-called NEETs).

After the film was screened they stated that they no longer had any misgivings, having understood how the Foundation’s intervention is genuinely transforming lives. The Foundation saw increases in both donations and offers of pro-bono support.

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© Redhouse Lane 2013