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Would You Do That To A Cat?

Grow fast, die young: the life of a modern factory farmed chicken.

Over 1 billion chickens are raised for meat in the UK each year, the majority are bred to grow unnaturally fast and spend their short lives trapped in oversized bodies.

This spring we worked with Compassion in World Farming to create a social media campaign to raise awareness of the suffering of factory farmed chickens.

A series of funny videos pose the question: 
“You wouldn’t do that to a cat, so why do it to a chicken?”

The ‘basket’ post (below) achieved 42% engagement rate on Facebook, and 9% of users who saw the ad viewed the video in full – very strong for a 21 second video!

The campaign aims to encourage those who eat chicken to choose ‘better’ chicken, or no chicken at all! To help people make an informed choice, we created an online and offline Happy Chick-o-meter, which rates the chicken labels in supermarkets.

Below, our ‘flip-book’ social media animation demonstrates the shocking rate of growth since the 1960s:

Find out more about the campaign here.

A short video for #MentalHealthWeek

One in four of us experience mental health issues. For some, it is debilitating.

We made this hard-hitting short film as part of our Passion Projects series, our soapbox from which we use in-house resources to highlight an issue we feel, well, passionate about.

Shot on Red Epic at UP Studios, with the generous help of Eve Anderson.

Written, directed, shot and produced by UP.

Take a look at our ‘shock-tastic’ video featuring the same actress.

Shock tactics

This Halloween, sit back, (try to) relax, and watch our 3 minute spooky short. Shot entirely at UP Studios, just for fun.

At UP, we work with charities from the very big to the very small. But for every project, our approach is the same: be bold, be memorable.

And in the case of video, we use the latest production methods – computer generated imagery, visual effects, live action and animation integration – to intrigue, entertain, excite… and sometimes to shock.

And if you like this, you might also like our animated cautionary tale, Beware Strangers Bearing Gifts…

Need a campaign, fundraising, awareness-raising, or even hair-raising, video?
Call Kate on 020 7251 6787

The Best TED Talks to inspire charities and non-profits

We love these TED Talks thought-provoking and innovative messages, and hope you find yourself thoroughly energised after watching them. If not, maybe it’s time for another coffee.

The why and how of effective altruism
– Peter Singer, philosopher and ethicist

What’s the most effective way to give? Peter talks through some surprising thought experiments to help you balance emotion and practicality – and make the biggest impact no matter what you can afford to share.

Peter argues that as well as feeling empathy…

“it’s important to use your head, to make sure that what you do is effective and well directed.”


How to start a movement
– Derek Sivers, entrepreneur

A really snappy and fun take on how a movement really gets started using some pretty hilarious footage. But the message is clear:

“If you really care about starting a movement, have the courage to follow and show others how to follow.”


How to get your ideas to spread
– Seth Godin, marketer and author

In a world of too many options and too little time, our obvious choice is to just ignore the run of the mill stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, it’s the ‘out there’ ideas that are most successful.

“The thing that’s going to decide what gets talked about, what gets done, what gets changed, what gets purchased, what gets built, is… Is it remarkable?”


How shocking events can spark positive change
– Naomi Klein, journalist and activist

Naomi Klein asks why is it that some large scale crises jolt us awake like a collective alarm bell and inspire us to change and evolve, while others might jolt us a bit but then it’s back to sleep.

“The shocking events that fill us with dread today can transform us, and they can transform the world for the better … But first we need to picture the world that we’re fighting for.”


Why we need to imagine different futures
– Anab Jain, futurist and designer

Anab Jain brings the future to life, creating experiences where people can touch, see and feel the potential of the world we’re creating.

Do we really want a world where intelligent machines patrol our streets, what would it actually feel like?

“These things are here and we often don’t understand how they work and what the consequences could be. We see this all around us, this difficulty in even imagining how the consequences of our actions today will affect our future.”

Jain’s projects show why it’s important to fight for the world we want.


Why it’s worth listening to people you disagree with
– Zachary R Wood, Crusader for Dialogue

Wood learnt from his mother that there’s always something to learn from the perspectives of others, whether you agree with them or not.

“Tuning out opposing viewpoints doesn’t make them go away … to achieve progress in the face of adversity, we need a genuine commitment to gaining a deeper understanding of humanity.”


The business benefits of doing good
– Wendy Woods, social impact strategist

Woods shares a fresh way to assess the impact all parts of business can have on all parts of society, and then adjust them to not only do less harm but actually improve things.

Learn more about how executives can move beyond corporate social responsibility to “total societal impact” – for the benefit of both a company’s bottom line and society at large.

“The only way we’re going to make substantial progress on the challenging problems of our time is for business to drive the solutions.”

7 Ways To Energise Your Copywriting

When it comes to writing for charities and non-profits, you need to get your message across loud and clear. But with so many causes jostling for people’s attention, how do you cut through the noise and become the issue that everyone wants to get behind?

1. Be relatable

Strike a chord. Know who you’re writing for and really connect with them. Invest time in target audience research and find out who you’re talking to and what motivates them.

What’s in it for them? They need to feel good about getting on side with this cause. Ask them questions, be real, use personal experiences and an authentic voice – being forced and fake is an instant turn-off.

Give people a sense of belonging. They want to feel part of something that inspires them if you’re going to mobilise them to get involved with your cause or support your organisation.

2. Make people feel something

You want them to feel good about getting behind your cause, so get them hooked in with a powerful opener. You might want them to laugh, you might want them to cry… but above all you want them to feel something!

•   Be heart wrenching and passionate
•   Tap into nostalgia or personal experience
•   Use fun and entertaining language
•   Be compelling

3. But you shouldn’t tell them what they should feel

Don’t be preachy or patronising, be respectful, don’t make false promises or assume what they know or feel. Be persuasive, but not pushy.

Not “You should…” but more “Here’s how you could…”
Avoid things like “You’re bound to agree with me…” and instead try “If you’re anything like me…”
And replace commands like “Stop doing X…” by planting an idea like “Imagine what life would be like if you were free from X…”

Let people decide for themselves – empower them with the facts.

4. Honesty is key

Keep the tone straight-up and direct, matter of fact – be clear – it’s not always about how clever you can be with words. Getting the right message across is absolutely key here, not your mad skills with a thesaurus.

Build trust with your audience. What evidence do you have? You need to build credibility for the issue by using:

•   personal stories
•   statistics
•   reports

5. Get straight to the point

Your writing needs to be punchy and cut through the noise. Keep it short, snappy and energetic. This is not the time for small-talk.

Re-read what you’ve written, edit out any waffle, then come back later to hone it down again. This way you’ll get really badass at streamlining your sentences.

Avoid large unwieldy blocks of texts, and break things up using sub heads, bullet points and pull quotes.

6. UP beat…

If your writing is sunny, creative and positive, then that will shine out of your work.

Positivity is infectious and energising copy provides hope and motivation. If you’ve made people feel something, they’ll want to do something about it. Don’t leave them hanging!

And importantly, leave them with super clear ways of taking action and sharing that message with their friends.

7. Be bold

Be bold and confident in your messaging and you’ll earn a reputation for integrity.

Here’s an example. We worked with education consultancy Barton Carlyle to develop and create their distinctive brand, with a strong message that education transforms individuals and communities. From this simple premise, we created a corporate video that brings Barton Carlyle closer to its main audiences.

How? We used a combination of pithy facts and simple but powerful messages that truly inspires. Give it a watch at the top of this post and let us know what you think…