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St Michael's Hospice needed to create authentic, engaging content that would inspire legacy giving while honoring the sensitive nature of end-of-life care.
The core objective was to create an 'evergreen' 2-minute promotional film that would feel "like a warm hug" - showing that people supported by the hospice are not alone. The film needed to be uplifting and straightforward while highlighting how legacy gifts sustain high-quality, compassionate care for future generations in the local Basingstoke community.
Key messaging focused on community connection: "St Michael's Hospice is more than just a place; it's a community" and "if our community is there for us, we'll be there for you and your loved ones if and when you need us."
The project centered on authentic storytelling through two primary voices: Oliver Kirkham, whose partner Gabor received care at the hospice, and Val Buckley, a patron who helped establish the hospice from its early days.
We worked closely with Emma from St Michael's marketing team, taking what she described as not just creating a video, but providing "consultancy when it came to legacy" - focusing specifically on legacy giving as the sole project focus.
The project emphasised our "ethical and understanding way of shooting," ensuring all participants felt comfortable and respected throughout the process. We captured intimate moments including Oliver and Val touring the hospice facilities, sharing personal memories, and highlighting unique touches like the Tipple Trolley.
During post-production, the hospice team remained involved throughout with regular check-ins and the opportunity to review content before launch.
The project created a foundation for an ongoing legacy campaign and generated content for multiple marketing channels including newsletter, email campaigns, social media, and website updates. Images from the footage have also been used as part of wider campaigns.
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