RCVS

The brief:

The Royal College of Veterinary Surgeons needed two videos to run as part of an online campaign to encourage more people to stand for election. These videos were to showcase the background of some existing Council members – one video was to focus on Surgeons, the other on Nurses. Both films needed to show why each member joined the council, what they get out of it, and what being on the Council has meant to them in practical terms.

The Council has historically been made up of more men than women, so this is something that they were looking to change at the next election

The challenge:

As the old showbiz adage goes: “Never work with children or animals”! In producing these videos, we needed to shoot each vet going about their day-to-day work – which meant filming with a variety of different animals, including dogs, cats and horses.

The approach:

We took a documentary-approach to each video.  As the campaign was targeted at other surgeons and vets, it needed to be an honest portrayal of each member’s circumstances, that other members of the RCVS could recognise & relate to.

This meant going on location around the UK to film each Council member at work in their local practice, so the viewer could visually see and watch them interact with their staff and nurses, as well as with the animal they were treating (and their owners).

What was the distribution strategy?

The finished videos were hosted on Youtube as part of an online campaign run by the RCVS.