In this case study we look at how we helped the Nedbank Disability Forum drive awareness around disabilities and how they empower staff to thrive.
Too many challenges, too little time.
For the initial launch at the end of 2022 we were tasked with a near impossible brief. We were to address three topics:
- Create awareness of the Disability Forum
- Raise awareness of the various types of disabilities
- Encourage staff to declare their disabilities
- Promote the International Day of Persons with Disabilities (IDPD)
This created a challenging scenario, as the client tried to cram too much into a short internal campaign. Plus, the campaign was only set to run for a week leading up to IDPD.
Creating realistic expectations
It was important to chat to the client and explain the complexity of the campaign. Once we started delving deeper into disability awareness we realised it is not just the normal social stigmas that surround it. But there are also cultural specific ones, personal challenges and the feeling of being victimised.
Trying to crowbar all the required topics into one campaign was a tall ask.
The solution
The approach was to simplify the messaging. Focus on one core topic and then let the rest become secondary, subtle messaging.
To do this the focus was on driving awareness of the various disabilities – seen and unseen.
Secondary would be the Disability Forum and lastly the IDPD.
We emphasised the need to lay a foundation. Then through 2023 to build on this messaging and expand to the other themes.
The creative solution
A decision was made to focus on four areas of disability:
- Hearing
- Visual
- Mobility
- Mental healkth
The use of striking black and white visuals with pops of green in key areas emphasised this. The pops of green were used to highlight the specific disabilities being addressed.
We combined this with simple messaging and also some simple, short teaser videos. These videos were created to disrupt and leave the viewer questioning.
Watch the videos:
2023 Campaign
So in 2023 Nedbank asked us to come up with a concept to expand this campaign. We storyboarded some ideas and the basic concept was to tell real life stories of Nedbank staff. Each story would follow a disabled staff member and show their daily struggles. The treatment for this section would continue in the black and white style.
We would then show them in their work environment, receiving love and support from colleagues. The treatment to this contrasting environment would be shown as a full colour transition.
Upon further brainstorming with the client, it was clear that the logistics around this option would be too difficult for the time available to produce this campaign.
Our solution?
Simple documentary styled interviews in studio. These were all unscripted, yet we prepared the volunteers with the type of questions they would face. After all, most of them have never been in front of a camera.
We asked them to simply tell us about themselves, their disabilities, the daily struggles they face as well as how Nedbank has empowered them. What followed was simply breath taking and inspiring.
The client has also expressed a desire to enter these for awards in 2024.
Watch the interviews:
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