Action for Pulmonary Fibrosis: short form video for social media
We worked with Action for Pulmonary Fibrosis to create 8-12 short form videos for Facebook, Instagram and Tik Tok.
Can short-form video content be evergreen?
Yes! It can. To create long-term value for APF’s investment we wanted to create evergreen content that could be either pinned to their profile or re-used at regular intervals.
Insight research
For content to be useful in the medium to long term it needs to meet the audience’s needs. APFs primary audiences are people with pulmonary fibrosis (PF) and their family members who can also be carers.
We spoke to six people in these groups to learn about their journeys with PF and identify the points where they have most needed support.
The research and the views of the APF team shaped our content plan. They needs we identified were:
The mental and emotional burden of having to explain what PF is over and over again due to low public and health professional awareness of the condition.
The common experience of depression and low mood following the diagnosis of PF which is terminal.
The need for advice on managing day-to-day activities.
Advice and information on PF from trusted, expert sources.
Accessing benefits
Dealing with breathlessness as symptoms progress
Awareness of APF and their services
It was a huge privilege to learn from people with PF about their experiences and some of them kindly agreed to get involved with content creation too.
What we created:
A short content strategy for the project
Two ‘hopeful stories’ videos from people with PF who had found hope after diagnosis
A ‘one thing’ video with practical advice on living with PF
Four videos from a healthcare professional on what PF is, the treatments and how to live well with the condition.
Two chat animations promoting the helpline service
A Facts and stats video about PF and APF
This is a facts and stats video about pulmonary fibrosis. We created it because our research showed that there is low public awareness of the condition. The video was created without sound so that trending sounds from instagram and TikTok could be added to help increase reach. The video was used on World Lung Day 2023.
“Working with Seashell has been a pleasure from start to finish. At every stage of the project, as a client we’ve felt informed and confident in the delivery of work produced. Wouldn’t hesitate to recommend and hope to work with them again in the future!”
Strategy
Insight research
Content production