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.
The Razor Ride is a mammoth 6-day event, with over 20 riders travelling 850 kilometres across rural Victoria. As most of their supporters couldn’t be there to see the journey in person, the event video had to communicate the magnitude of their ride and the impact of their individual sacrifices on Australians struggling with their mental health.
Not only that, but we were under an extremely tight deadline. Only 2 weeks before the event, we were under the heat to deliver a strong concept, promote the event, and plan shooting logistics.