Charity Video Production: Cancer Fund for Children Case Study

The client approached us with the need to create impactful video content for a number of important initiatives. September marked Childhood Cancer Awareness Month, a vital opportunity to highlight the realities of childhood cancer and the importance of community support. Alongside this, the client was organising key fundraising events, such as the Bog Runs at Castlewellan Forest Park and an event in Offaly, and required promotional videos to drive awareness and participation.

The brief was clear:

• Capture authentic stories to raise awareness.
  
• Create video content that can be shared across platforms, including the charity’s website, social media channels, and at fundraising events to promote events like these in the future.
  
• Balance sensitivity with inspiration, ensuring the tone reflects the seriousness of the cause while motivating people to take action and get involved.
  

For Childhood Cancer Awareness Month, we produced a heartfelt video centred on Seán Casey and his family, who generously agreed to share their personal experience of childhood cancer. Their story highlighted not only the medical challenges faced by children but also the emotional and practical impact on the entire family.

The video was designed to do more than just inform; it aimed to connect. By sharing real voices and authentic experiences, we wanted to ensure that viewers understood the importance of the charity’s work and why continued support is so essential.

Beyond awareness, the client needed compelling content to encourage active support. We developed a promotional video for the Bog Run, one of the Cancer Fund for Children’s fundraising events held at Castlewellan Forest Park.

View the Bog Run Reel

These events feature challenging courses through rugged bog and forest terrain, with runs tailored for both adults and juniors. More than just a race, each event carries a strong sense of purpose: raising crucial funds to provide services and support for children and young people affected by cancer.

Our role was to bring this energy to life on screen. Through the dynamic footage captured on the day, we showcased:

• The excitement of the challenge.
  
• The community spirit that surrounds the event.
  
• The powerful link between participation and making a real difference for families.
  

The videos are versatile assets and can be used for website promotion, social media campaigns, and event-day presentations. They ensure that every potential supporter can understand both the fun and the significance of getting involved.

When working on projects of this nature, sensitivity is paramount. We understood that families sharing their experiences were opening up about deeply personal journeys, and our production approach reflected this.

Key elements of our process included:

1. Collaboration: We worked closely with the client at every stage, from initial concepts to final edits, ensuring that the videos aligned with their mission and values.
   
2. Storytelling: Rather than producing generic promotional content, we focused on telling stories. This approach highlights to the public the tangible difference that their support can make.
   
3. Multi-platform focus: Videos were created with flexibility in mind. Each piece was optimised for use across social media, websites, and live events, maximising reach and impact.

The campaign aimed to achieve strong outcomes, both in awareness and engagement. The Childhood Cancer Awareness Month video hopes to spark conversations and encourage donations. The promotional video for the Bog Run aims to help generate excitement and registrations ahead of this event and future events hosted by Cancer Fund For Children. By showcasing both the challenge and the cause, the content will become a key driver in turning awareness into action.

Cancer Fund for Children was also named among the organisations supported through this year’s RTÉ Toy Show Appeal, delivered in partnership with the Community Foundation for Northern Ireland. Recognition of this kind sits alongside the charity’s own fundraising and awareness work, and reinforces the wider reach of the campaigns ProfileTree has helped bring to life.

Most importantly, the videos are not just temporary assets. With video production, we aim to create content that clients can use in future campaigns, ensuring lasting value from the project.

We were delighted to receive this generous testimonials from the Cancer Fund for Children team. Their feedback has been consistently positive across the projects delivered:

“ProfileTree are a fantastic team who work with professionalism, creativity and sensitivity. We have worked with Chris on a few different projects and are always delighted with the work he produces and the process of working with him. Highly recommend.”

Chloe Peoples, Communications & Digital Executive at Cancer Fund for Children, echoed this after the most recent round of video work:

“Cancer Fund for Children have worked with ProfileTree on a number of video projects and are always delighted with the content produced. The team approach each new brief with creativity and passion, balanced with a sensitivity that is essential when interacting with the families we support who have been impacted by cancer. They create a supportive and relaxed environment while still prioritising quality content and professionalism. Our families and staff love working with them.”

This feedback highlights what matters most to us: not only delivering high-quality video content but also building positive, collaborative relationships throughout the creative process.