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Video for Charities

The most powerful tool for charities: Online Video

Praise for The Animals Film

Video has the power to change the world. It spurs action, challenges perceptions, and highlights injustices like no other medium. One of the reasons we know this is because of the profound impact a 1981 documentary called The Animals Film had on those who saw it.

In fact, it’s the reason you’re reading this blog today. 

What The Animals Film can tell us about charity video production

The Animals Film by Victor Schonfeld and Myriam Alaux, was a shocking feature documentary, aired in the first week of the fledgling Channel 4, that turned the spotlight on how animals are exploited for research, fashion, food and entertainment. It shocked and motivated people to take action, one of which was Craig Wilkinson, who alongside Kate Bowen, founded the London vegan creative agency UP. 

Since then, the social impact of life-changing documentaries such as The CoveAn Inconvenient TruthCowspiracy, Seaspiracy and Earthlings are a testament to the power of video. 

The benefits of video for charities 

People spend an average of six hours and 48 minutes per week watching videos online, and this number is climbing. The reason behind this phenomenon? People LOVE to consume video content. 

Powerful storytelling 

Human beings love stories. And video is the perfect way to tell a story that gives your audience a real glimpse into your charity, and illicit the emotional response needed to inspire action. 

Take a look at this powerful video which we created for Leonard Cheshire Disability.

Skye’s story highlights that not all disability is visible

Memorable campaigning 

Videos are far more likely to be shared online, allowing you to reach as many people as possible. People only remember 10% of what they hear, compared to a huge 65% of what they see. So, your audience is also far more likely to remember a video message than a message through text. 

This series of recipe videos are fun, but they also carry an important campaign message. Produced in our London film studio for The Vegan Society’s Plate Up for the Planet campaign.

Is this the best veggie burger ever? Each video was shortened for social media and ran across Instagram, Facebook and YouTube

Impactful and engaging content   

Video consistently outperforms any other content type. It’s been said that a video is worth 1.8 million words every minute. And the human brain can process images 60,000 times faster than text. This is why online video marketing can not only engage an audience but keep them engaged.  

Video is the future 

If the rise of TikTok has taught us anything, it’s that video is the future of online content. As much as 91% of businesses are using video as a marketing tool, with 96% of marketers seeing video as an important part of their marketing strategy in 2023. 

And the next generation is driving the change. 

Generation Z (the humans born after 1997) love video. And they spend more time watching videos on their devices than any other generation. 68 videos a day across five social platforms at the last count!

They’re also remarkable humans who value ethics and authenticity above everything. If you’re a charity, Gen Z is already on board with what you do. And the easiest way to reach them is through authentic videos, featuring real people.

Take a look at this next video, from a series of ‘lightbulb moment’ stories for The Vegan Society, again produced in our London film studio.

Alice’s story is from the heart

What we can learn from The Animals Film

The Animals Film was powerful because it let the audience into a world that was hidden. In this way, it reminds us that seeing something is often the most impactful way to inspire change.  

We never would have predicted that our agency would be tasked with recutting The Animals Film on its 25th anniversary, but we were, and we did. Now you can see for yourself why this impactful documentary has inspired some of our greatest campaigns, even decades later. Buy it on DVD here.

The Animals Film was seen as a controversial, classic film about the exploitation of animals in modern society, and was narrated by Academy Award Winner Julie Christie

With two film production studios in London, UP is the creative video agency behind some of the most emotive charity videos you’ve ever seen.

And we want to tell your story.


For more info, or just a chat, call Kate on +44 (0)207 251 6787 

Email [email protected]