Video is a powerful medium to portray exactly the message you intend. That’s never been truer than today, with the launch of a brand new short film as part of an innovative campaign.

The Anaphylaxis Campaign @Anaphylaxiscoms, is the only UK-wide charity solely supporting people at risk from severe allergic reactions (anaphylaxis).

AC_HeaderTogether with production company Bare Films,  they’ve produced the film #TAKETHEKIT, to alert severely allergic young people to the importance of carrying their Adrenaline Auto-Injector (AAI), the first line of treatment for anaphylaxis.

It’s a dizzying and compelling five-minute long film, and I urge you to share it.

Hats off to the Anaphylaxis Campaign team. I worked with Sarah Beresford, the charity’s PR and Communications Manager five years ago when we were both in-house at Novartis, the global pharmaceutical company.

I congratulate her and the charity for a job well done.

The film is targeting 15-25 year olds, and you can watch it below and online:

Why was it made?
In a recent Youth Survey carried out by the Anaphylaxis Campaign, an alarming 44% of 15-25 year olds admitted to not always carrying their AAI.

The social stigmatisation of carrying an AAI and the extreme pressures on teenagers to ‘fit-in’ and seem ‘normal’ can lead to not carrying their medication with them at all times, a risky and potentially life-threatening action.

James Lawes from Bare Films said; “The task for the film for the Anaphylaxis Campaign was to take at what first seems to be a straightforward story, and put a new twist on it. We wanted to find a way to make the film engaging and different without being contrived and to tell it from a uniquely observed viewpoint so that we are with our girl all the time.

Unique filming techniques
“To achieve this unique filming approaches were used.  The camera was placed some six feet above the lead actor’s head (made possible by using an innovative rig devised by Tony Hill and Billy Lumby – similar techniques are used in video games such as Sims). For the viewer this can be a disorienting but engaging angle.

“The challenge for the director using this technique is it gives the control of the camera to the actor, the rig is heavy and can throw their balance, so it is tough to produce the frames.  The young actress who leads in this film, Elle Pretri, did a fantastic job.”

You can watch James speaking in more detail about the production of the film on YouTube.

What do you think of it? How are you using video to convey an important message?

As ever, you’re welcome to comment below or Tweet @AllthingsIC.


Further reading about The Anaphylaxis Campaign:
See the Anaphylaxis website:
Find them on Twitter @Anaphylaxiscoms.

Further reading about using video:
How to use videos to inspire employees

Post author: Rachel Miller.

First published on All Things IC blog 6 July 2015.