Introduction
Over the last two decades, the power of video has become more and more evident. From sparking social movements to documenting and raising awareness about war, video has become an integral part of how we learn about and understand the world. Visual storytelling is a powerful tool that NGOs and purpose-driven organisations can use to inspire change and mobilise support.
Humans are inherently drawn to stories and visuals—our brains process images faster than text, and stories help us connect emotionally, making information more memorable.
According to the Global Trends in Giving Report, 57% of people who watch nonprofit videos go on to make a donation. This statistic underscores the profound impact that visual content can have on fundraising efforts.
This article will look at why films are so engaging, how NGOs can use them successfully, and will then analyse two impactful video campaigns.
The Power of Visual Storytelling
Films are able to simplify complex social issues, presenting them in relatable ways that help audiences quickly grasp the essence of the issue. They are also able to bridge an emotional gap - instead of an idea on paper, we see the human impact of the issue being discussed. A short film showcasing a community's struggles or a documentary highlighting environmental issues can evoke powerful feelings that motivate individuals to act.
The 2019 Global NGO Technology Report states that 60% of donors worldwide prefer to watch a video before donating to a cause. This preference highlights the importance of visual content in engaging potential supporters. A compelling film can bring local issues to the global stage, raising awareness, and broadening the reach of important messages.
"Conviction and truthfulness are the essence of documentary films, and our society needs these two qualities like the air we breathe." - Sabine Rollberg
Standing Out
With so many organisations vying for attention, standing out is crucial. Films that capture the attention of audiences are those with authentic and transparent storytelling at their centre. Highlighting individual narratives that embody the NGO’s mission can be a simple but sophisticated way of disseminating a message as personal journeys resonate deeply with audiences and humanise broader issues.
NGOs can also stand out by creating films with high production value. A cinematic piece, with beautiful visuals, sound design, and editing is much more likely to keep the audience watching.
Successful Campaigns
The Campaign
In April 2021, Humane Society International (HSI) released "Save Ralph," a short stop-motion animated film that puts a spotlight on the cruelty of animal testing in the cosmetic industry. The film features Ralph, a rabbit who works as a "tester" in a lab. Voiced by Taika Waititi, Ralph discusses his daily routine and the physical harm he endures due to testing. Directed by Spencer Susser, the film employs a mockumentary style, combining dark humour with a serious message that makes the viewer feel uncomfortable.
The Impact
The video amassed millions of views across YouTube, Instagram, and other platforms within weeks of its release, sparking conversations worldwide about the cruelty of animal testing and trending on social media with the hashtag #SaveRalph.
The campaign garnered support from celebrities and influencers, amplifying its reach, and contributed to legislative changes, including Mexico becoming the first country in North America to ban animal testing for cosmetics in September 2021.
Why It Worked
This film was impactful due to the mix of originality, dark humour and emotional storytelling. Its objective was to ban cosmetic testing on animals worldwide by raising awareness and urging people to sign petitions and support legislative changes. By inspiring individuals to take action, sign petitions, and demand cruelty-free products from companies, they were able to get closer to this goal.
The Campaign
In 2021, the Coordinator of Indigenous Organizations of the Amazon River Basin (COICA) launched the "Amazonia for Life: Protect 80% by 2025" campaign. The campaign was spearheaded by José Gregorio Díaz Mirabal, a member of the Wakuenai Kurripaco people from Venezuela and General Coordinator of COICA. He has been a vocal advocate for Indigenous rights and environmental protection for over two decades.
The campaign aims to protect 80% of the Amazon rainforest by 2025 to prevent a critical tipping point that scientists warn could lead to irreversible ecological collapse. COICA produced powerful videos featuring Indigenous leaders discussing the importance of the Amazon rainforest, the threats it faces, and the urgent need for protection. The videos highlight stories of Indigenous communities who have been the guardians of the forest for generations.
The NGO took a multi-pronged approach, sharing the videos via social media and pairing them with online conferences and webinars to educate and engage policymakers, activists, and the public. It encouraged local communities to create and share their own video messages, amplifying diverse voices within the Amazon. At the same time, the organisation partnered with NGOs, scientists, and activists to strengthen the movement and broaden its impact. They worked with researchers to provide data supporting the 80% protection goal, emphasising the scientific basis for urgent action.
The Impact
The campaign raised international attention about the urgent need to protect the Amazon, highlighting the link between the rainforest's health and global climate stability. It had a clear impact, contributing to discussions at major events like the 2021 United Nations Climate Change Conference (COP26) advocating for stronger commitments to forest conservation5. It also helped secure financial commitments from governments and organisations to support conservation efforts led by Indigenous communities.
Why It Worked
The film campaign centred the voices and experiences of Indigenous peoples, providing a perspective often underrepresented in mainstream media, and bringing home the reality of the issue to the audience. By using compelling visuals to convey the beauty of the Amazon and the severity of the threats it faces, the campaign was able to spark an emotional reaction in the audience. It also combined traditional knowledge with scientific research, strengthening the campaign's credibility and impact.
Conclusion
Visual storytelling through film has a unique ability to simplify complex issues, evoke emotions, and inspire action. The success of campaigns like "Save Ralph" and "Amazonia for Life" demonstrates how powerful narratives can mobilise support. By focusing on authentic stories and investing in high-quality production, NGOs and purpose-driven organisations can connect deeply with audiences and create tangible change.