“The videos had more than 6000 impressions on our organic Facebook posts, making a significant contribution to reaching more than 2700 donors in a 24 hour period, raising $4.55M.”
Our Video Project with Chris O’Brien Lifehouse
Chris O’Brien Lifehouse (COBLH) is a cancer treatment and research facility located in Sydney. Their mission is to minimise the burden of cancer by providing integrated expert care, delivered with compassion, and founded on research, innovation, education and training.
Laundry Lane produced their fundraising videos for their Giving Day campaign. Below is some information about the production process and the wonderful campaign results.
Our Relationship with Chris O’Brien Lifehouse
Over the years will have filmed at Chris O’Brien Lifehouse for various different healthcare clients such as Zest Health (project: Head & Neck Cancer video series with patients, carers and their oncology teams), Care-Fully (project: Delivering compassion in care with Caitlin Delaney), CancerAid/Osara Health (project: cancer care videos for their cancer coach app).
It really is such a calm and caring environment. As soon as you enter the building, you can tell it’s full of staff who really care about the whole patient journey – it really shows! We hadn’t directly worked with Chris O’Brien Lifehouse and definitely had them on our bucket list.
I met Caitlin Bull, their Annual Giving Manager at the FIA Conference in March 2023 and followed up with a portfolio of our work in the prevention, treatment and research of cancer. Six months later she sent me a brief.
The Campaign: LINAC Appeal
Their first ever Giving Day (15 Nov) was coming up and they had a target of $4.5M which they needed to fund their new Linear Accelerator (LINAC), a vital piece of equipment which can treat up to 40 cancer patients per day over its lifespan of 10 years. The video involved a series of interviews with patients and medical professionals showing the effectiveness of our LINAC (used in radiation therapy) & the overall impact of the organisation.
The Plan/Creative Process
Creatively, we all wanted to take a storytelling approach – to have patient stories woven in with key communication pieces from their CEO, Prof Michael Boyer AM and other senior specialists in radiation oncology. Sean Kearon and Catherine Fung, who are undergoing treatment at Chris O’Brien Lifehouse, offered to be interviewed about the lifesaving treatment they were receiving for their cancer. Their interviews drove the emotion of the video and really demonstrated the critical importance of the LINAC in a very personal way.
The Production Process
After a day filming all of the interviews and B-roll it was back to the editing process. Will, our producer who carried out all of the interviews, spent two days editing each interview and creating a narrative that would engage the audience and have a strong call to action which was ‘donate’. Once he had crafted the narrative he then passed the work onto Alex, our editor who had also done the filming and knew the best footage to incorporate into the video. Branding and graphics were added once the client had approved the final versions.
The Assets
We created multiple edits for their EDMs and social media campaign. One 3 minute video and 1 shorter one minute video. We also created a 25 second direct call to action video with each of the interviewees looking down the barrel of the camera calling for people to donate on the Giving Day.
The Results
With a well planned and executed digital strategy in place Chris O’Brien Lifehouse reached and exceeded their $4.5M goal in 24 hours with 2700 people making donations. When making their donations people also made heartfelt comments about the wonderful work and team at COBLH.
Client testimonial
Would recommend you guys highly to anyone – particularly anyone who is uncertain about where to start with video content creation as you were all so supportive.
The team at Laundry Lane were an incredible support in video creation for our recent Giving Day. From the get-go, they understood our mission and provided much-needed guidance from the questions they asked case studies to the video length and content. Our community had a high engagement with the story-driven videos, we even received positive feedback from board and executive staff who saw them online! The videos had more than 6000 impressions on our organic Facebook posts, making a significant contribution to reaching more than 2700 donors in a 24 hour period, raising $4.55M.
The fundraising video involved a series of interviews with patients and medical professionals showing the effectiveness of our LINAC (used in radiation therapy) & the overall impact of the organisation.
