Fundraising appeal film

How would you describe Mile 91?

Mile 91 are a superb team to work with. Extremely professional, very knowledgeable and a heck of a lot of fun! To us, they weren’t just a supplier, they became part of our team

They took time to understand what we needed and insisted on engaging with a number of key people in our organisation. Another positive was that we didn’t always get what we asked for, because what we were asking for wasn’t what we really needed! It was all about listening to each other, leaving nothing to chance and working cohesively throughout – simple, it was just great teamwork.

What do you think is unique or special about their approach?

The most effective way for us to talk about the services we provide is for the families to do the talking themselves. As you can imagine, such stories bring huge sensitivities and raw emotion, all from family members inexperienced in the art of talking to camera. Mile 91 know that and more importantly understand it. The approach they took to meet the family ahead of the filming day was absolutely crucial in building the trust we needed to work effectively.

How did they manage to blend emotion and key messages?

They made time to be absolutely clear on the messages we wanted to get across and that made the whole process far easier for our interviewees. When you give a spokesperson a briefing sheet of key messages to get across it can sometimes heighten anxiety, but by understanding the messages so well, Catherine was able to ask the right questions to draw out what we needed. This made it more natural for the interviewee and dare I say, almost enjoyable!

Was the finished product what you imagined? 

The quality, blend and use of the right shots at the right time resulted in the film exceeding even our high expectations. At the launch of our appeal, it captivated the audience throughout and presented the perfect balance of emotion and practical messaging – the only sound you could hear was the penny dropping in our audiences minds! They understood it and connected – perfect.

What could they have done differently?

I’m not sure what they could have done differently to improve the process, other than perhaps not get me up at 5.30am for an early morning shoot!