Help for Heroes: Seven Lives

KEY POINTS

• Client: Help for Heroes
• Project: Seven Lives video series
• Objective: Share veterans’ personal stories, raise awareness, and influence policy on medical discharges from the UK Armed Forces.
• Deliverables: Seven films combining audio interviews and cinematic b-roll, optimised for multi-platform use.
• Outcome: Tangible policy change and increased public awareness.

THE CHALLENGE

Every day, seven veterans face the life-altering reality of being medically discharged from the UK Armed Forces. Help for Heroes commissioned us to bring this stark statistic to life through a series of seven short films. Each piece needed to spotlight a beneficiary’s personal journey of rebuilding their life with the charity’s support, illustrating Help for Heroes’ pivotal role in their recovery.

The deeply sensitive nature of the subject presented unique challenges. To do justice to these powerful stories, we needed to create an environment where contributors felt safe, respected, and able to share openly. At the same time, we aimed to produce compelling films that would resonate with audiences emotionally while advancing the charity’s broader campaign objectives.

THE PLAN

To balance sensitivity with storytelling impact, we crafted a bespoke production approach:

1. Audio-Only Interviews: To prioritise the comfort of each contributor, we conducted audio interviews instead of on-camera sessions. This decision allowed the participants to relax without the pressure of lights or cameras, enabling them to speak freely and authentically.
2. Cinematic B-roll: Using the audio as a foundation, we filmed evocative b-roll footage of each participant in their environment. This visual storytelling approach created a powerful emotional connection between the viewer and the subject, enhancing the narrative without intruding on their privacy.
3. Personalised Narratives: Each film was tailored to the individual’s story, weaving together their audio accounts with visuals that captured the essence of their world.
4. Platform-Ready Content: To maximise reach, the films were produced in a range of ratios suitable for social media, websites, and in-person advocacy events.

THE RESULTS

The Seven Lives films became a central pillar of Help for Heroes’ advocacy campaign, achieving significant impact:

• Policy Change: The films were instrumental in driving a reduction in medical discharges from seven a day to four, aided by their impactful screening in Parliament.
• Campaign Success: They effectively raised awareness of the challenges faced by veterans and the critical support provided by Help for Heroes, mobilising public and governmental support.
• Critical Acclaim: The series was widely praised, with Charley Tysler, Brand Manager at Help for Heroes, noting:
• “The films that Eight Engines produced met and exceeded the brief that we presented them with, especially in terms of content and storytelling. They made what was a challenging project easy to achieve.”