On Calgary Streets: Dignity at the End of Life
Media associated with this campaign
Overview of this campaign
- To demonstrate to users the high quality of local video available on our website;
- To enhance our news organization’s brand as a media outlet that devotes resources to covering vital social issues;
- To highlight a problem in our community — the need for palliative care services for homeless individuals;
- To create a video of significant length, that can extend our brand’s reach via showings at live events or festivals;
- To extend customers’ engagement time on our website with a longer video.
The content associated with this campaign and project is also available to view without charge at calgaryherald.com/findinghome , but if a user sign-in prompt appears, the generic user name is email@example.com and password is newspaper.
Results for this campaign
- A high-quality 15-minute video was produced that meets short documentary standards.
- Awareness of a societal issue increased. Those involved in the palliative care program — which was highlighted in this video — reported they received numerous inquiries about their work after our video was released.
- The video — the first reporting of their program — set the news agenda in our city when it was released. Four other media outlets followed our lead and created their own stories/videos on the palliative program for the homeless.
- We devoted significant time to this video. The team who created this video had more than a dozen visits with the homeless individuals and health professionals involved, highlighting our commitment to long-form video and visual journalism.
- The video attracted new users to our website and increased the amount of time those customers spent on the site.
- The video is entered in a local film festival this year.
- Links to the video were shared across Canada, amongst those who work with the homeless.