2017

Proposal

SOCIAL ACTION VIDEO WILLIAMS FUND

DARCEY MATHERS

THE HENLEY COLLEGE | Oxfordshire RG9 1UH

CONTENT OUTLINE

What will the video be about?

The video I will be creating is a social action video for the charity Williams Fund. Williams
Fund is a charity that was created by a family who lost their son at the age of 4 to a rare
cancer. Because of this, they created 'Williams Fund' to help raise money for research and
help decrease child cancer. The charity wants a video to be created for two main purposes;
to campaign and to inform. The charity has nearly raised 1 million pounds and would like a
video to be created to help inform the audience of the charity, what they do, and how they
are different to other cancer charities. This video will be aimed at adult but primarily
parents sue to the content and the purpose of the video, which is to raise money. This social
group will find the video relatable, especially parents, as I will be interviewing Williams
mother about William as a person, rather than an image.

How is Williams Fund different to other cancer charities?

Williams Fund is different to other cancer charities such as cancer research as rather than
researching into new tests, surgeries, radiotherapy techniques, and cancer drugs; Williams
Fund explore the use of existing medications which have minimal side effects but show anti-
cancer properties. No previous video has been created for the charity which means that the
video will be unique. Cancer Research researches into all types of cancer and across all age
groups, whereas Williams Fund are currently working targeting cancer cell metabolism as
a viable treatment strategy especially within child cancer.

Why should you choose Williams Fund?

As a new film maker, it is imperative that the work created for Williams Fund is seen.
Working for charities is a great way of getting your work seen. It could be beneficial to work
for well-known charities such as Cancer Research as this would give your film credence.
However, working for Williams Fund, I decided that we needed to be paid as our film was
building social relationships between the charity, the production company and the
community.

IDEA DEVELOPMENT

Initial ideas:

Idea 1 Idea 2
To create a social action video that To create a social action video that informs
campaigns for the charity in a formal tone. It the audience about the charity through
may have a presenter that can give charity representatives and family members. I
information about the charity audibly, either will gain the audiences attention through
to the camera, or by a voice over. These facts emotion and the informal tone will make the
and figures may be told through the use of video more personal and realistic. This will
visual aids or overlays on screen. The video also be achieved by using found footage such
would also use interview with people within as home videos or photograph. Techniques
the charity and the scientists behind the such as emotional music, powerful language
research. This would give the audience and emotion imagery will keep the
information as to the purpose of the charity, audiences attention and make them listen.
and how donating helps. This video would be
factual, and use reason to communicate with
the audience.

Developing Process:

To narrow down my ideas I created and sent out a questionnaire with different aspects of my
ideas, such as tone, approach and techniques. The audience answered each of the questions
and the information was analysed to create my final idea. The audience was given information
about the charity and answered the questions in return. It was clear from these results that that
the video should be made in a corporate formal tone, as 70% favoured this idea over an
informal tone. The second question looked at how the video should be approached. Idea 1
looked at a factual approach, whereas idea 2 looked at an emotional approach. 30% of the
participants said the video should be solely emotional. The other 70% said the video should be
both emotional and factual. As no participants said the video should be solely factual, I decided
to include both approaches, but contain more emotional images. The third question helped to
define the content of the video, and the factual techniques I was going to use. 70% of the
participants said information should be provided using shots such as stop motion, against the
50% said they would also like the information to be provided with captions. The audience made
it clear that a they preferred a voice over to be used instead of a presenter with 80% of the
people answering voice over over a mere 10%. The fourth question looked at the different
types of footage that should be use. Found footage was seen as necessary as all the participants
of the survey said this was an important aspect of the video. The final question looked at
interview prospects for the social action video. The two main category that the viewers thought
were important were charity member (90%) and family members (100%). As Joanna Dodd is
both of these, she became a key prospect for the interview. Building on this over half of the
participants said that charity researchers such as the scientist be interviewed. This is important
to the video as it will provide valuable factual information and primary research to the video.

TARGET AUDIENCE

Market research was conducted into the target audience of the production idea. The
audience was asked multiple question about themselves and what they thought on the final
idea:

The video for 'Williams Fund' will tell the story of William and his family. The video begin

will alternate between found footage (home videos and photographs) and interviews with
the parents. This footage will be the basis whilst the audience is informed about their story
through interviews and a voice over. music will be used to create emotion, and emphasise
the purpose and importance of the charity. Once Williams story had been told, the interviews
with the family and founders of the charity will be talk about how they created it and why
'William's Fund' is so important. Finally, the audience will be shown how the charity and

donating helps by showing B-roll of the science labs and interviews with the scientists.
Finally, the video will finish with a "call to action" that informs the audience how to help.

Based on this feedback, it was clear that the

target market of the video is families and
parents. This is clear from the qualitative data
from the questionnaires, as multiple
participants specified this social group.
Although the topic of cancer is a global issue
that can affect all people, the video will be
aimed at families and parents, although any
age group can relate to the video as it will use
emotive language and music to create
emotion. The video should be for those of the
age of 12+ due to the formal tone of the video
and the sensitive content of the video. Within
my production I will be interviewing the
founder of the charity, and mother of William.
This will provide the video with the emotional
content that will emphasize the importance of
the issue through human emotion. By
interviewing her, as well as the leading
researcher for Williams Fund, it will continue
on the formal tone of the video and will suit the target market of the video. This is also
important as those most likely to donate toward the charity and raise the money are
parents and those with a higher socio-economic status and the funds to do so.

*further information on the target audience can be given on request

COMPETITORS

As it was briefly spoken about within the content outline, the main competitor of Williams
Fund is Cancer Research.

Cancer Research UK is a national charity that was created to help raise money for medical
research into cancer. The charity has developed and is now the leading cancer charity within
the UK, with nearly 600 charity shops around the UK. The charity spent 470 million on
research projects and information and policy works from 2015/16.

Why Williams Fund?

The video I am creating for the charity does have similar aspects to other social action
videos such as those of Cancer Research, but would be the first one created specifically for
Williams Fund. This means that the production would not have any direct competitors
within the industry, and gives us the creative freedom to explore and tell the story of
William.

In modern day corporations production companies are held to a higher

standard within a comunity. corporate social resposibility or SCR is
what many clients look for in prospective companies. Whether this be
enivronmental work, volunteering or charity work, SCR with charities
such as 'William's Fund' can build trust between a comany and a
prospective client.

Charities become popular due to their exposure and the amount of

people who know of them. For example, 'William's Fund' is a local
charity with the resourses to rise if they are promoted and the
audience is informed of their work. Equally, the more money that is
raised, the more poular it will become. 'Williams Fund' has nearly
raised 1 million pounds and this video will not only serve to raise
donation, but raise awarness.

Social action videos such as the one for 'William's Fund' are low cost

production woth advantages such as a larger profit, and exposure for
the production company. Larger companies such as the competitor

'Cancer Research' often credence as a form of payment to increase
expoure. Smaller charirities rely more on funds and profits.

Although there is no direct information about the target market of documentaries for the
charity, there is multiple sources of information about the genre and similar products. For
example, cancer research released a video 4 months ago that promotes and campaigns for
the charity. The video has been seen by over 900,000 people and liked by over 200 people.

CAST & CREW

Role Name Email Tel:

Interviewee Johanna Dodd Johanna@williamsfund.co.uk 07775 810888
Charity Founder

Notes: Dates:
Williams Fund Address: Briefing Wilwoods, Gerrards Cross 20/05/17
The Hawthorns, Miller Place Interview 29/05/17
Gerrards Cross, Bucks Back Up interview 30/05/17
SL9 7QQ, United Kingdom

Interviewee Dr Helen Townley helen.townley@obs- +44 (0)1865
Scientist gyn.ox.ac.uk 283792

Notes: Person Requirements:
Lab Address: Interview 02/06/17
Begbroke Science Park, Begbroke Hill, Back Up Interview - 05/06/17
Woodstock Road, Begbroke,
Oxfordshire, OX5 1PF


Creator/Camera Darcey Mathers 969022@henleycol.ac.uk 07575 075153
Operator/Editor

Notes: Person Requirements:
- Briefing Wilwoods, Gerrards Cross 20/05/17
Interview with Johanna 29/05/17
Back Up interview with Johanna 30/05/17
Interview with Helen 02/06/17
Back Up Interview Helen - 05/06/17

BUDGET

Task Purpose Item Cost

Production Briefing Travel expenses Fuel 40

Production Briefing Food expenses Drinks Max 10

Interview with Travel expenses Fuel 40
Charity Founder
Interview with Equipment Hire Microphone - 18.50
Charity Founder shotgun mic
Interview with Equipment Hire 2 Cameras 22 (Inc. VAT)
Charity Founder per camera per day
(44 for two)

Interview with Equipment Hire 2 Tripods 12.10 (Inc. VAT) per camera per
day
Charity Founder (24.20 for two)

Interview with Equipment Hire On camera light 12.65 (Inc. VAT)

Charity Founder
Interview with Equipment Hire 2 SD Cards 8.80 (Inc. VAT) per camera
Charity Founder per day
(17.60 for two)
Interview with Travel expenses Fuel 45
Charity Scientist
Interview with Equipment Hire Microphone - 18.50
Charity Founder shotgun mic
Interview with Equipment Hire 2 Cameras 22 (including VAT) per camera
per day
Charity Scientist
(44 for two)

Interview with Equipment Hire 2 Tripods 12.10 (Inc. VAT) per camera
Charity Scientist per day
(24.20 for two)
Interview with Equipment Hire On camera light 12.65 (Inc. VAT)
Charity Scientist

Interview with Equipment Hire 2 SD Cards 8.80 (Inc. VAT) per camera
Charity Scientist per day

(17.60 for two)

Editing Editing Video Premiere Pro- 30.34 (Inc VAT)

monthly

Total 324.99

PROJECT SCHEDULE

April
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
th th th th th th
24 25 26 27 28 29 30th
Planning Planning Planning Planning Planning Planning Planning
Booklet Booklet Booklet Booklet Booklet Booklet Booklet

May
st nd rd th
1 2 3 4 5th 6th 7th
Planning Planning Planning Planning Planning
Booklet Booklet Booklet Booklet Booklet
DEADLINE
8th 9th 10th 11th 12th 13th 14th
Treatment Treatment Treatment Treatment Treatment Pitch Prep Pitch Prep

15th 16th 17th 18th 19th 20th 21st

PITCH? PITCH? Photog Photog Photog Meeting
DEADLINE Exam Exam Exam With
Johanna
22nd 23rd 24th 25th 26th 27th 28th
Filming Filming Filming Filming Filming Interview Filming
with
Johanna
29th 30th 31st
Filming Back-Up Filming
interview with
Johanna

June
1st 2nd 3rd 4th
Filming Interview Editing Editing
with
Helen
5th 6th 7th 8th 9th
Editing Editing Editing Editing Editing
DEADLINE

REFERENCES

Content Outline

v http://www.williamsfund.co.uk/where-the-money-goes/

Competitors

v http://www.cancerresearchuk.org/about-us/our-organisation/beating-cancer-
sooner-our-strategy
v http://www.cancerresearchuk.org/how-we-spend-your-money

Budget

v https://www.hireacamera.com/en-gb/products/HAC00-00573-sandisk-32gb-
extreme-pro-sd-card/
v https://www.hireacamera.com/en-gb/products/HAC00-00360-litepanels-micro-pro/
v https://www.hireacamera.com/en-gb/products/HAC00-00242-manfrotto-advanced-
fluid-tripod/
v https://www.hireacamera.com/en-gb/products/HAC00-00081-nikon-d80/#included