Private Equity Foundation: Promotional film

The film uses a combination of typography and talking heads to communicate its message
How PEF encourages charitable donations

Challenge

The Private Equity Foundation supports children and young people to reach their full potential by focusing the donations and pro-bono business expertise of the Private Equity community through 17 charities. They commissioned Redhouse Lane to film a showcase for their work to attract continuing support from donors.

Our response

Private Equity is recognised for basing its decisions on facts not emotions. So the film concentrates on the facts – with a hard-nosed demonstration of the positive impact that timely intervention has played for those young people supported by PEF charities. This real-world quality of PEF's work is brought to life by the film's art-direction which uses colour and monochrome time-lapse images to create a strong visual identity.

Result

Having shown the film, the Foundation saw increases in both donations and offers of pro-bono support. Before the viewing many private equity professionals said they were unsure about the value of charitable support for young people not in employment, education or training; afterwards they stated that they no longer had any misgivings, having understood how PEF's intervention is genuinely transforming lives.

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