Red Cross: commissioned health services film
The Client
The British Red Cross has a long and proud history of working in partnership with the NHS. Day in and day out, its frontline staff and volunteers support patients in hospital emergency departments, provide ambulance support, help people get home from hospital, carry out home assessments and support older and vulnerable people to live independently at home.
The brief
Discharge to Assess is a healthcare approach to help hospital patients leave the hospital as soon as they are medically stable, with assessments for any ongoing care or support needs happening at home. For NHS Scotland, the British Red Cross delivers Discharge to Assess, known locally as Home to Assess, services in Dundee and Fife. The brief was to produce a film communicating the impact of the work for use in future networking and marketing with health stakeholders and commissioners.
The activity
We worked alongside the Home to Assess team in Scotland and the British Red Cross marketing team to plan and undertake a two-day shoot and deliver the finished edit. Shoot planning included storyboarding, refining key messages, planning questions and shot lists, and coordinating the schedule, permissions and all logistics. On shoots we have a light touch approach to working in healthcare settings and in people’s homes to ensure we are as unobtrusive as possible. Our three-person team includes two shooters and one production manager/interviewer.
“Mile 91 is always great to work with, they take charge of the planning process with internal stakeholders which helps out with workload of our marketing team. They really research what the service is, what the aims and outcomes are and can always flex to meet our needs as a client. They are diligent and organised when it comes to the shoot days and with the vast experience they have within the charity sector, they will adapt as needed to make sure we capture the right things, and they can spot if something needs changing last minute. They have great communication with my team, so we are always on the same page, and they deliver every time with the videos we get from them. They understand our brand and what we want to convey to the audience which is huge for us.” Sam Mashhadi, Marketing Executive.
The impact
“The video was highly impactful, offering a clear and engaging explanation of the service. It successfully brought the service to life, making it accessible and relatable to a wide audience, including commissioners and local health delivery partners. The balance between key statistics and personal stories was particularly effective, providing both credibility and emotional resonance.
“We also appreciated the professional and expert feel of the video. The quality of production and thoughtful storytelling gave it a polished and authoritative tone, which has helped reinforce the value and credibility of our service. In terms of outcomes, the video has been a valuable tool in our promotion and marketing efforts, helping us to explain the service clearly and attract new business opportunities. The video has proven to be a valuable asset in supporting our new business initiatives. It has served as an excellent promotional tool, effectively raising awareness of our services and showcasing the outstanding work our teams deliver every day. It has undoubtedly contributed to a positive overall impact in how our service is perceived and understood locally.” Rob Murray, Director For Scotland.