Impetus wanted a fundraising film to show at their annual fundraising dinner, and for subsequent use with stakeholders and donor organisations. The brief was to illustrate the causes of NEETs, and demonstrate the impact Impetus’ work has through intervention at a critical moment in a young life.
The primary audience was high net worth individuals at a fundraising dinner used to only investing in ventures in which they can understand and see a clear cause, impact and return. The film was nuanced to cater for this mindset, demonstrating how a young life could have two hugely different outcomes in one of which the boy ends up relating directly to the world from which the audience has come.
MEASURES OF IMPACT AND EFFECTIVENESS
The film was a breakout success – Impetus had set a hugely ambitious target of £1m for funds raised during the dinner. The target was exceeded, and the film has continued to be a cornerstone of subsequent fundraising efforts in 2013.