Quick introductory videos can help companies and organizations distill their message in an effective and memorable way. Better yet, they can be used widely because of their short length.

Client: AVSI-USA

Year: 2021

Service: Video pre-production, scriptwriting, voice over, and post-production editing

Website: www.avsi-usa.org

The idea:

AVSI-USA recently approached me with a video idea. They wanted a one-minute video to introduce their organization to an American audience and inspire viewers to learn more.

AVSI-USA is a non-profit that works “with individuals and communities in developing countries to restore dignity and build resilience in the face of poverty and marginalization.” AVSI-USA is a member of the AVSI Foundation, which was established in Italy nearly five decades ago to work on development and humanitarian projects throughout the world.  

The process:

In thinking about a video project, this is what I advise:

o   Define your goal: What do you want your video to do: tell a good story, draw attention to your organization, get funds, raise awareness, or inspire people to take a specific advocacy action?

o   Define your audience: Who do you want to reach?

o   Define your message: What’s a single sentence or even a tagline that conveys your message? How do you want your audience to feel?

o   Decide what type of video you’re making: Answers to these questions will help you decide whether to use narration, interviews, text on screen, animation, and what characters, visuals, and music can best tell your story.

o   Decide on distribution: Decide on how you want to reach your audience whether that be social media, your website, or advertising.

After discussions with AVSI-USA staff, I suggested that we focus on the idea of their tagline “people for development” and highlight the people at the heart of their work. Together, we decided to spotlight two passionate and dynamic women: Maria Socorro del Rio, executive director of Crecemos in Mexico, and Rose Busingye, founder and president of Meeting Point International in Uganda. By focusing on them, we made the video character driven, captured the geographic breath of their work, and showed how they connect deeply with their communities.

Check out the final video here.

I was very pleased with Jessica Marcy’s work on our short video. What we loved about her work was the creativity and understanding of our method. Plus, Jessica’s customer service is outstanding. We felt listened to and accompanied in the process. We will definitely look for an opportunity to work with her again in the future.

-Roberta Oliviera-Alves, AVSI-USA Communications and Outreach Manager

The impact:

Distribution is critical. AVSI-USA screened the video at the New York Encounter, an annual three-day public cultural event.

AVSI-USA then featured the video on the top of their website’s homepage as a rolling video header and on their website’s “About” section with a clear call out button. They released it across their social media channels including YouTube, Facebook, Instagram, and Twitter, making it the featured or pinned post and ensuring it will reach a wide audience.

Got an idea?

I love working on projects like this one for AVSI-USA. It aligns with my interest in international mission-driven work. On such a project, I can draw on my expertise in non-profit storytelling and my experience as a former Peace Corps volunteer. Let me know if you have an idea for a video about a person or organization doing inspiring work. Let’s create something beautiful together.