Best Use of Videos in Social Issues Campaigns

Ever heard of “the dissatisfied generation”? The philosopher Ludwig Lowenstein once described it as “those who strive constantly for worldly goods or material possessions”; which is why, complicated topics such as minimal wage, human rights, health care disparities, and many more, need an extra boost of attention from a very smart, yet simple tool: video.

Let’s check the below case of “sexual consent and tea”, and analyse how videos were the perfect choice for an effective awareness campaign.

Thames Valley Police in the UK, launched a sexual consent campaign, comparing rape to forcing people to drink a cup of tea.  

As a sensitive and continually “misunderstood” issue in rape cases,  the topic was simplified with a very clever video:

The creative storytelling

The secret and powerful weapon of any successful video. The story was brilliantly illustrated to be easily remembered. The elements of comparison were carefully chosen, picking tea, a well known English pastime, that everyone can relate to; and therefore, understand. It clicked.

The serious tone of voice

Serious but not boring, which made a huge difference. The voice over was serious enough to respect the campaign, yet not boring for you to stop watching. The narrator made sure each “tea situation” was clear and concise, with repetitive phrases to make sure audiences got the idea. Aha!

The clear call to action

Don’t force people to have tea, when they don’t want tea. The call to action was hinted throughout each situation in the video, and was clearly stated at the end: “Whether it’s tea or sex, consent is everything”.

The response on social media

From citizens, organisations, celebrities, media houses.

Finally, after analysing this successful campaign generated by a simple video, why don’t you join us for a cup of tea? And let’s discuss how we can empower your own campaign with one of our creative videos.