‘Changing Lives Through Sport’ is not just the philosophy behind the not-for-profit Leeds Rhinos Foundation but also the subject of an emotional new film showcasing the club-linked charity’s work.
Directed by Jason Fisher-Jones, it is fronted by Leeds Rhinos player and Foundation trustee Jamie Jones-Buchanan and captures how the lives of children and adults in deprived communities across Leeds have been enriched through sport.
The full-length, 136-second film was posted on the foundation and the agency’s YouTube channels
and also amplified across their social media platforms.
New film shows it's smiles not silverware that drives @rugbyleeds https://t.co/UzlBLAgJAc pic.twitter.com/i6q2bRVzIQ
— leedsrhinos (@leedsrhinos) October 27, 2015
Shot at four different Leeds locations, it showcases the charity’s wide variety of work focused around inspiring young people in local schools, working with Specialist Inclusive Learning Centres and TryZone Education Centre to improve the lives of adult learners and those with disabilities.
The film is part of the charity’s strategy to connect emotionally to a new audience through adverts, exhibition banners, social media assets, photography kits, a video pack, plus a regional PR push.
This campaign was created in harness with the Brass Agency (who worked on the campaign as an in-kind sponsor), along with Mob Sport to help the foundation raise awareness of its achievements and attract new sponsors.
‘It has been a long held ambition to have a top quality product that vividly describes what the Foundation is all about. But the costs of production have always been prohibitive for a relatively small charity such as ours, with a turnover of less than a million pounds a year,’ explains Leeds Rhinos Foundation trustee board chair Dr Neil Kaiper-Holmes at the late October film premier celebrating the foundation’s 10th anniversary.
‘Thanks to the generosity of in-kind sponsors Brass and Mob Sport, we now have a vehicle to enable us to attract and inform even more sponsors and donors.’
‘We are proud to support the Leeds Rhinos Foundation. We are continually inspired by the fantastic group of people and amazed at their commitment to make a difference through their life changing programmes,’ commented Brass creative director Dave Lambert.
‘The film brings to life the ethos of ‘Changing lives through Sport’ and highlights the unique power sport has to enhance lives in a whole range of ways, from confidence to discipline and team spirit.’
Comment
‘Impact’ is the first theme of the narrative and impact is exactly what this CSR film delivers.
This emotive movie showcases the charity’s educational work in inspiring local young people and adults and those with disabilities.
First founded in 2005, the award-winning charity now works with around 50,000 people each year under its five core pillars: Education, Health, Sport, Art and Heritage.
As illustrated by this 2013 web video.
Links
Leeds Rhinos Foundation Website:
http://www.leedsrhinosfoundation.org/
Leeds Rhinos Foundation Twitter:
https://twitter.com/RugbyLeeds
Leeds Rhinos:
Brass Agency Website:
Mob Sport:
