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TWR Europe

Speaking Into The Silence

TWR wanted to run a campaign through Europe, that would inspire and engage people with the history, work and vision of the organisation. As a large media charity that operates across the globe and in many languages, they wanted to create a fresh expression of the impact that they have had, inspire existing supporters and attract new ones. Operating for over 6 decades, TWR wanted a selection of awareness videos that would be effective and have impact. TWR are an international organisation who work in over 160 countries and languages.

The brief was to utilise effective storytelling, to reach out to and inspire their existing audience, and to reach a new one. Like many organisations, the shift in digital landscapes had led to a need to re-imagine how they connect with their supporters. In this brief, the preferred medium for storytelling was through video production. The videos were to be used as part of the in-house campaign ‘Speaking into the Silence’.

Mini Documentary

The We Do Stories team developed an approach where stories of impact would be used to shine a light on key areas of the organisation. These stories wouldn’t come from within the organisation, but come from the lives that had been affected by the work that was done. These stories would seek inspiration from the past, the present and the future.

For the ‘Speaking into the Silence’ campaign, we developed 3 different videos. These illustrated different parts of the TWR story, through people’s individual stories. Each of the people we featured had been significantly impacted by the work of TWR, and their lives had changed dramatically because of it. By sharing their stories, the impact of the organisation could be illustrated.

Each video by itself needed to showcase a story that resonated with the audience. 3 stand-alone stories were produced, that captured stories from their past, present and future. These videos were shared both through the organisation’s main website and also their social media channels.

Over the course of their ‘Speaking into the Silence’ campaign, the videos received thousands of views through Facebook and Twitter, and a significant number of shares. The videos are now hosted on the charity’s YouTube page and website.

The videos have provided an ongoing resource of information of the work that the charity does and the lives that are impacted.