DOCUMENTARY FILM FOR SOCIAL CHANGE

summary

_creating a social awareness campaign

_producing a documentary with interviews filmed nationwide

_producing additional photography and social media content

services

_artistic direction

_campaign

_full production

_documentary film

brand

The Association of Breastfeeding (ABM) is a voluntary organisation founded in 1979 by mothers already experienced in breastfeeding counselling. As well as supporting mums and families and offering training, they represent breastfeeding families at a national advocacy level.

2019 marked the 40th anniversary of the founding of ABM. This makes it a perfect time to highlight their work as well as create imagery that will encourage conversations and normalise breastfeeding in the UK where breastfeeding rates are amongst the lowest in the world.

brief

Afer the huge success of our previous public awareness campaign, when we got asked to take the creative lead in developing this new campaign, our plan was to create a nationwide campaign that presented a picture of breastfeeding around the country instead of focusing on just London, the capital city.

This campaign's intention was to send a clear message that everyone should feel like they have a choice - it was about making sure that all the people who want to breastfeed feel that they can. It's important families have a choice, rather than be let down by a lack of support – both breastfeeding support and support from society.

We identified that photographic content and a documentary film can create this change and involve men and women, healthcare professionals and families, politicians and councils in a conversation.

product

We delivered a nationwide campaign that connected and featured breastfeeding communities across the country. The campaign included a documentary made from over 50 interviews, shot in 40 locations. To promote the documentary we created 40 posters for the film and a trailer which was easily shared online on all social platforms.

Additionally, we've turned outtakes from the documentary into additional short form social media content. Posters were used further on social media to feature the stories of the women photographed, which proved hugely popular within ABM's audience.

By documenting the experiences and breastfeeding journeys of families we compiled a resource that extends beyond the ABM’s 40th anniversary. We have created photographic, moving image and social media content that will provide encouragement, support and advice to every new mother or family who may have doubts about breastfeeding in public or is dealing with feelings of isolation because of lack of support.

The documentary #FeedOn has received thousands of shares and views on social media and its hosting platform Vimeo. 

The campaign went on to be featured in printed and online press.

process

To create the #FeedOn campaign we travelled across the UK to explore the attitudes towards breastfeeding in public. We created nationwide casting calls and managed the entire application process.

The documenatry was edited from 50 interviews. 40 #FeedOn poster images were also shot on location were released alongside the film to help normalise breastfeeding in public. The creation of 40 promotional images for the campaign was significant as it corresponded with and celebrated ABM’s 40th anniversary.

Although the charity was initially planning to only create a photographic campaign in our talks with ABM we put forward the idea of producing a short documentary. This suggestion was based on the popularity and share-ability of the short ‘making of’ promotional video that we developed alongside the #FEEDME photo series. This turned out to be a huge success and made the campaign have a greater impact.

Politically, now more than ever there is a need for connection and understanding of others. We wanted to engage with communities all over the UK and our shooting locations included Bristol, Barrow-in-Furness, Cardiff, Cambridge, Glasgow and Manchester.

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