Third Sector Awards 2019: Best Charity Film - Hospice in the Weald for Precious Moments

Awarded to a charity and/or agency that has produced the most inspiring awareness-raising or fundraising film of the year

The Precious Moments film
The Precious Moments film

What is the film’s aim?

Hospice in the Weald wanted to increase awareness and generate income by sharing the story of a family whose world was changed by terminal illness. Both of Jess's parents were diagnosed with terminal illnesses while Jess was at school, studying for her A Levels. In the film, Jess explains how Hospice in the Weald supported her family through an unimaginably difficult time, enabling them to treasure the precious moments they have together and find a new normal.

What was the approach?

The Precious Moments film was shot at Hospice in the Weald and in Jess's family home, illustrating some of the day-to-day challenges that living with terminal illness can bring. Sharing Jess's story through film enabled the charity to demonstrate her reality to its audience, helping them connect with her and her family. The hospice ensured Jess was in control and shared only what she wanted to.

The film was used as part of the launch of two fundraising campaigns for the hospice, the Precious Moments Appeal and the Memory Orchard campaign. Costing only £200 to create, it was the central hub of an integrated campaign including print, direct marketing and digital channels. Jess’s story was shown on platforms including Facebook, Youtube, Instagram and the charity’s website.

What has it achieved?

The campaign raised £18,339, smashing the initial target of £12,600. A conversion rate of 26 per cent for online donations from click-throughs shows the film, which has been viewed 19,000 times, was a key part of this.

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