The charity sector is very important to Through The I with each member of staff having various charities which are close to their hearts. In 2017 we decided to celebrate International Day of Charity which takes place annually on 5th September by running a competition based around the idea of ‘what video have you always wanted to make?’
Charities were asked to submit a short video outline detailing their perfect video brief. Through The I then worked alongside the selected charity to craft the idea into a video concept that will help amplify their messaging. A key aspect of the competition for us as a company was collaboration. We were keen to find a charity with not only a cause to support but with whom we could create a real partnership.
The competition was a great success with various charities submitting briefs, however unfortunately not everyone could be a winner. So as the 5th September arrived it was UK charity Cats Protection who managed to snag the competition prize – creating a video with Through The I. Since this winner announcement we have worked alongside Cats Protection to create a video creative for the charity, from developing creative treatments, shot lists, going through to planning the logistics of the shoot and finally into the post production stages.
From humble beginnings in 1927, Cats Protection has grown to become the UK’s leading feline welfare charity, helping around 190,000 cats and kittens every year through their network of over 250 volunteer-run branches and 34 adoption centres. However, many people may not be aware of the more bespoke services Cats Protection offer, such as their Paws Protect service, which offers help to cats of families torn apart by domestic abuse within certain areas of the UK. Cats Protection place the cat in a free fostering service, taking care of the cat until their owners are in a position to be reunited their feline family member. And it was this particular service that they hoped to promote through working with Through The I.
Two main cuts of the video were created, one to drive donations to the initiative and one to encourage people to become Paws Protect foster carers themselves, as well as a generic social media cut. And it is now with great pleasure that we are able to share the latter of these cuts with you.