What was the challenge for u.comms?
u.comms was tasked with developing a communications strategy to promote the research study “Behind Closed Doors: Children’s Dreams in Residential Care”, bringing its findings to the media and creating a social-impact video while strictly adhering to ethical and confidentiality standards.
The campaign involved developing key messages, creating 10 visual assets for social media, preparing a series of interviews with stakeholders and care leavers, and managing the full video production cycle.
How did we approach communications and video production?
Before the campaign began, the u.comms team received a dedicated briefing on the specifics of communicating about children living in institutional care. All materials were developed in line with accessibility principles and child protection standards, with written consent obtained from participants.
Content and media relations
We created 10 visual cards highlighting key findings from a survey of more than 500 children. We also conducted in-depth interviews with researchers, NGO representatives and care leavers, using their insights as the basis for media stories.
Social-impact video production in partnership with AuRoom Films
Rather than relying on a voice-over, the video was built around real stories and composite representations of children, avoiding manipulation or excessive dramatization. Production partner AuRoom Films handled casting, location scouting, filming and post-production.
What results did the campaign achieve?
10 visual assets and media stories
a comprehensive content package was created and adapted for media outlets and social media.
Social-impact video
together with AuRoom Films, we produced a video based on composite characters and real stories from children.
Advocacy for change
the research and video helped bring greater attention to deinstitutionalization and received positive feedback from the relevant community.
