Non-Profit Videos — Visual Change Video

We usually hit the public with facts about social & environmental issues, but what if we made them laugh, appealed to their emotions, and took them on a compelling, human-driven narrative? Campaign videos, PSAs, and documentaries meant to educate and inspire action need to use the techniques of fictional content & online creators to attract and keep an audience’s attention.

As a campaigner and video creator, I work with you to strategically integrate video content at key campaign moments to increase, for example, the success of a call to action or call for donations.

I always consider your desired audience and the video’s goal within your broader strategy when creating a piece’s script and tone.

Oxfam Canada

A piece for Sexual and Reproductive Health and Rights Week with Oxfam Canada. An example of what can be achieved with motion graphics storytelling (animated images, icons, and text) when there is no video footage to work with.

Conceptualized, written, and edited by Emma Buchanan

Canadian Association of Physicians for the Environment’s “Heat Cook Breathe” Campaign

Campaign launch video for the “Heat Cook Breathe” campaign - raising awareness for the health & environmental harms of gas stoves and better home-cooking alternatives. This piece is being used in YouTube pre-roll ads, paid social media ads, and the audio as a radio ad.

Conceptualized, filmed, and edited by Emma Buchanan

Canadian Association of Physicians for the Environment’s “Fossil Fuel Ads Make Us Sick” Campaign Series

Comedic “man in the street” style video highlighting the misleading advertising techniques of the natural gas industry.

Co-conceptualized, filmed and edited by Emma Buchanan

Campaign video used as digital advertising in support of Bill C-372 - a recently tabled private members’ bill that proposes a ban on fossil fuel advertising in Canada - as it moves to second reading

Press conference footage was edited into a compelling and cohesive piece with a variety of editing assets.

Short, punchy “talking head” video to drive signatures on a parliamentary petition. Received 15,000+ views across all social media platforms within 48 hours of posting. Scripted, performed, filmed & edited.

Healthcare professionals call for an end to fossil fuel advertising. Received 8,000+ views on an Instagram account that had previously received less than 300 views per video.

Co-written, coordinated, and edited by Emma Buchanan

“Where There’s Smoke, There’s Fire (PSA) highlighting the dangers of gas stoves.

The Council of Canadians’ “Pharmacare Now” Campaign

A campaign explainer & emotional appeal to action for The Council of Canadians’ “Pharmacare Now” campaign. This video was posted on social media, used in a “call for donations” email to support the campaign, and is shown at all events and presentations related to the campaign.

The power of carefully selecting a human-centred story to explain a broader political issue. This simple video received 67 likes, 21 shares & 43 comments on Facebook - second most engagement on the org’s Facebook page that month.

A short informational video for Instagram stories & Facebook. Cleary explains the need for public pharmacare and drives viewers to learn more about the campaign via the website.

Women’s Healthy Environments Network (WHEN) “Wannabe Toxic Free”

An event highlight video, cohesively summarizing an entire day’s activities and messaging into less than 3 minutes.

Filmed & edited by Emma Buchanan

A video from a 4-part, sharable series about environmental toxins and planetary & human health.

I posed the question to 4 panelists and experts: “What’s the #1 thing the public should know about toxins and our health?”

A video from a 4-part, shareable series about environmental toxins and planetary & human health.

I posed the question to 4 panelists and experts: “What’s the #1 thing the public should know about toxins and our heath?”

Stills from Upcoming Docs & Non-Profit Videos

Wannabe Toxic Free

Event organized by WHEN (Women’s Healthy Environment Network)

Filmed by Emma Buchanan

“United Against TC Energy”

Filmed by Emma Buchanan

Working with the Mining Injustice Solidarity Network and Rising Tide Toronto, these videos will document a gathering of Wet’suwet’en leaders and Mixtec, Otomi, and Nahua land defenders (from so-called “Mexico”) to build shared resistances against TransCanada Energy’s pipelines on their territories.