StreetDoctors UK | #ApplyPressure
Every year, Raw London asks small charities to submit their bid for a pro bono film and marketing campaign. In 2019, the winning charity was StreetDoctors, a charity that equips young people with the skills to save lives in their communities. StreetDoctors co-ordinates hundreds of volunteers (all clinicians) who train young people in emergency first aid. At Raw, our goal was to package a small piece of this training and reach further, targeting young people aged 11-25 all over the UK.
Together with StreetDoctors, we created the campaign #ApplyPressure, teaching young people what to do first if they encounter someone who has been attacked. I produced, scripted, directed and edited a short film that aims to help others understand what it’s like to bleed out and how applying pressure to the wound can save someone’s life.
platform
online, events
credits
agency | Raw London
writer, producer, director, editor | Tom Paul Martin
director of photography | Lee Jones
associate producer | James Page
colour | WASH Studios
campaign results
With almost zero spend, the film received a total of 1,737,911 impressions and 443,365 video views (3 seconds +), mainly among 11-25 year olds. For comparison, the total number of participants in StreetDoctors’ face-to-face sessions for 2019 was 5,205.
The bulk of impressions were made on Snapchat, with 48,810 swipe ups to find out more. The film was also shared by the Home Office and celebrities including grime artist Wiley.
The campaign contributed to a banner year for StreetDoctors, which saw them win several awards including the Positive Impact Youth and Education Award 2020 from the Violent Crime Prevention Board.