The Lloyds Bank Foundation for England and Wales has released a promotional film highlighting the importance of "under pressure, under-funded, unsung" small charities and the work they do.
The film, What Happens Then?, which runs for just over a minute and a half, features staff and beneficiaries at three charities funded by Lloyds: the Birmingham homelessness charity St Anne’s Hostel, the South London Refugee Association and the Lyme Trust, which supports people with mental health and addiction problems.
It explores what happens in cases where there are long-term, complex and intersecting needs, how local charities deal with them and how they are helped by Lloyds grants and support.
Paul Streets, chief executive of the foundation, said: "Too often promotional materials and films focus on wowing people with lots of facts and statistics.
"We wanted to lead with the people and causes we’re driven by; those are the people facing some of the most complex social issues of our time. And we know people in these circumstances want the safe space and friendly face that a small, locally rooted charity provides."
He said the film was designed to show the life-affirming relationships between people and charities and the sort of partnerships the Lloyds team sought to build with charities.
"With charities facing ever tougher times, it’s our job as a foundation to help them by providing funding, support to develop and seeking to influence public policy," he said.
"This is their story, so it's our story too."
The film was produced with the London-based ethical creative agency Nice and Serious.