WHAT WOULD A SOCIAL SERVICE BENEFICIARY REALLY SAY?

Rather than talking about the difficulties our beneficiaries face in their day-to-day lives, we focused on celebrating their achievements in spite of their hardships. We spoke to real Community Chest beneficiaries to bring across their stories in an authentic way.

WE WANTED TO BREAK THE FORMULA OF WRITING TEAR-JERKER WHEN IT CAME TO BRAND FILMS FOR NGOS AND NON-PROFITS.

At every step of creating this film, we made special arrangements with our production partners to work with real beneficiaries and make them feel comfortable on set. For added authenticity, parts of the song were performed by actual beneficiaries of Community Chest too.

More than just a film, we created an anthem that captures Community Chest’s mission to Champion Every Potential.