Mude was engaged as the official creative partner of the Chamberlain Foundation, coming on board to promote, document, and encourage donations to the 2019 Razor Ride fundraising event. We did this through a consistent social media campaign and heartfelt wrap-up video. As a result, the Chamberlain Foundation raised over $100,000 for their mental health beneficiaries and charities and increased its community engagement across their social media platforms.
Since 2015, suicide has remained the leading cause of death for Australians aged 18-44. That’s approximately 8 lives lost each day. The Chamberlain Foundation aims to change that. They’re an Australian charity established by brothers Ray, Peter and Brian Chamberlain. They’ve donated hundreds of thousands of dollars towards mental health initiatives and suicide prevention services across the country.
When Chamberlain Foundation came to Mude, the founders were struggling to stay on top of creating regular impactful content whilst balancing other full-time roles. But as we know, share-worthy creative that evokes people’s empathy is what encourages consistent donations and maintains community support for non-profits. Mude was tasked with helping them re-engage the community in their cause.
Working closely with the Chamberlain brothers, our challenge was set: to capture an eight-day journey in a two-minute short film. We also promoted their cause through a social media campaign that encouraged their supporters to follow along for the ride.
To evoke an emotional reaction from our audience in this short time, we focused on capturing the reasons why the riders set out on this venture. It’s more than the number of days ridden, or the kilometres travelled. It was the people they did it for - their family member, friend, or fellow Australian facing mental challenges even greater than the physical ones they would confront on the Razor Ride.
Leading up to shoot day, the filming conditions were largely unknown. Production is always chaotic, but that’s especially true if you’re filming an event that takes places across 800 kilometres of mostly rural land. In preparation, we created an extensive shot list to visualising the footage we needed and organised interviews, run sheets and transport for the day.
On the kick off in Ballarat, time was of the essence to capture as many interviews and backstories as the team could before the riders left. Although pressed for time, the team was able to collect a wonderful establishing interview with director of the Razor Ride, Ray Chamberlain, and key riders who shared moving accounts of who they were riding for.
To label this project as simply a ‘wrap up’ video is an understatement. This thought-provocative film takes its audience on an emotionally charged journey. Generating high, organic engagements across all of the Chamberlain Foundation social platforms, this film empowered the Razor Ride to raise an incredible $100,000 in funds supporting mental health recovery and suicide prevention nationwide.