Learning To Bake?

Samaritans
Charity Health & Fitness Wellbeing
Recruitment Video
Problem Diagnosis

Samaritans provide emotional support to anyone in distress, struggling to cope or at risk of suicide. The organisation is completely dependent on volunteers. As such, it’s important for them to have marketing systems in place that consistently deliver a steady stream of the right type of volunteer applicants. They approached us to help with a recruitment campaign for their Birmingham centre.

Concept Development

The primary target audience for this campaign were people approaching retirement/recently retired. This formed the basis of our creative approach. Newly retirees have been given the gift of time and will be contemplating what they can do now they don’t have to work. A shift at the Samaritans is four hours. The creative concept looked to explore this connection. We took a lighter look at three things you cannot do in four hours, before segueing into the main message of the short ad.

This video is one of a three part series where we explore new hobbies you’ll never master in four hours.

Behavioural Change

The campaign ran for one month. With click through rates well above industry standard. The ads reached 32,870 people and over 700 prospective volunteers clicked on the ads to go through to the Samaritans recruitment landing page. These are 700 completely new and motivated potential volunteers for an unpaid position.

This project was executed in partnership with Creative Tweed, a Birmingham based digital agency.

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At Film Division we don’t just make videos – we spark movements. Born from a collective passion to amplify change-makers, we craft cinematic narratives that resonate and inspire.

Our tapestry weaves creativity with strategy, turning visions into visceral experiences. We’re not just a production house; we’re collaborators, alchemists, and storytellers. From the whispers of an idea to the thunderclap of impact, we’re by your side. Together, let’s stir souls and sculpt a world buzzing with positive change.








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