FILM PROPOSAL

#ShowUpTO

From: ForGoodFilms

To: Social Planning Toronto

May 23 2023

For: Melissa Wong, Jonella Evangelista

BY: Amy Murphy, Zaid Rawni, Nakita Krucker & Ali Gilani

Create an engaging video to compliment #ShowUpTO Campaign to engage voters in the upcoming Toronto Mayor Elections

As part of the Social Planning Toronto voter engagement campaign, there are five core issues that voters should consider when voting for the next Toronto Mayor:

Housing and shelter: Increase affordable, accessible, climate resilient, and safe housing options for women and gender diverse people.
Transit And Internet: TTC is safe, accessible and affordable, particularly for women and gender diverse people, people with disabilities and low-income individuals, and that all residents can access the Internet.
Decent Work: Enhance wages and implement better working conditions for frontline and nonprofit workers, a largely feminized and racialized segment of the workforce.
Community Safety: Increase funding for trauma-informed and culturally-responsive approaches to community safety.
Community Wellness: Ensure access to free recreation programs and green space across the city for girls and youth, including food programs.

THE VIDEO

While, we appreciate the time and budget for this video are limited, we have enough time to make a compelling video that engages voters on these five issues.

The core elements of the video will be a 90 second overarching video that speaks to the five key issues using both a scripted voiceover as well as interviews you share with us via zoom conducted with your campaigners and supporters.

Through the meticulous research you’ve already done, insightful interviews you’ll conduct, and creative editing on our end, this video will help voters think about the five critical issues that will shape Toronto's future.

KEY CONSIDERATIONS

Who is it for?

Toronto voters, especially those who might not have voted before

What resources do we have available?

Online Interviews with campaigners, key messaging and solid research.

What is the timeline?

Around a week from Today (deliver by May 30th)

Where will be shown?

On the social Media channels and websites for Social Planning Toronto, YWMCA and WomenACT.

What will be needed from ForGoodFilms?

Toronto Stock Footage, relevant news clips, script, and one creative director, one editor.

Biggest challenge?

Distilling so much content into a 90 second video.

CREATIVE PLAN

Creating a concise one-minute video that effectively communicates a campaign's key components can be a challenge. However, with careful planning and execution, it is possible to create a powerful and impactful video. Here are some key thoughts we’ll consider:

1. Define the objective: The purpose of the video engage Toronto voters. We want to inform and inspire them into action.

2. Identify the core message: The central theme the video is vote to make Toronto Better. #ShowUpTO. We need to Keep it focused and concise, ensuring it aligns with your campaign's overall goals. The main video might only tackle two or three of the five core pillars.

3. Know the target audience: We understand the audience's demographics, and concerns have already been defined by Social Planning Toronto and so we’ll tailor the video's content and tone to resonate that audience.

4. Keep it simple: Given the short duration, we can’t overwhelm the audience with excessive information or complicated visuals. We’ll Stick to the most important elements and avoid overcrowding the video with too many components. Less is often more in such a concise format.

5. Craft a compelling narrative: We’ll tell a story that captivates the viewers from the very beginning. We’ll use a strong hook or opening statement to grab their attention and maintain their interest throughout the video.

6. Visual impact: We’ll leverage visually appealing and attention-grabbing imagery to reinforce the core message. We know there’s not much collateral so we’ll use stock footage and news clips.

7. Invoke emotion: We’ll aim to appeal to the emotions of the audience to create a memorable and impactful video.

The key to creating a compelling one-minute campaign video lies in careful planning, concise messaging, and visual impact. By strategically selecting and highlighting the most important components, we’ll create a video that resonates with your audience and effectively communicates your campaign's message.

Tone of video

Positive and uplifting: We’ll use an optimistic and positive tone throughout the video. Highlight the potential impact that voting for the next Mayor can have on individuals and their communities. Emphasize the idea that every vote matters and that individuals have the power to make a difference through their participation.

Authentic and relatable: Through the Zoom interviews you’ll share we’ll connect with viewers on a personal level by featuring real people from the local community who are engaged in this election. Using their authentic stories and testimonials we’ll demonstrate the importance of local participation and how it can lead to positive change.

What we’ll do

Objective:

The primary objective of the proposed video is to inspire and engage Toronto voters, motivating them to actively participate in the upcoming elections. We aim to create a visually captivating and emotionally resonant video that showcases the importance of civic engagement and highlights the unique qualities of your campaign.

Proposal Overview:

1. Concept Development: We will work closely with you to develop a creative concept that aligns with your campaign's goals and resonates with the target audience.

2. Scriptwriting: Our writers will craft a compelling narrative that encapsulates the essence of your campaign

3. Pre-production: We will handle all aspects including organizing the necessary visual.

4. Production: We’ll share advice with you and your campaigners for the Zoom interviews.

5. Post-production: Our expert editors will meticulously craft the video, seamlessly weaving together the footage, interviews, and supporting visuals. We will incorporate captivating visuals, engaging music, and dynamic graphics to enhance the overall impact of the video.

6. Branding and Design: We’ll ensure that the video aligns with your campaign's branding and visual identity, creating a cohesive and recognizable representation of your message.

Budget and Timeline:

We have provided a detailed breakdown of the proposed budget below and estimated timeline for the project will be a week and half to completion.

Cost of Video Production

We super excited at the opportunity of working with you to create an outstanding video that’ll inspire Torontonians to vote. We appreciate that you’ve got a limited budget for this project, and while it’s less than we’d normally work with, we’d love to proceed.

As video production company that works primarily with nonprof, we keep our rates as low as possible while producing some outstanding high-quality videos. While we typically charge substantially more than your budgeted amount, we recognize that this is our first project together, and we are excited to build a relationship with you. So if you’re happy with our ideas and rates, we can move forward and make magic together.

Hopefully we’ll be able to showcase our capabilities and demonstrate the value we can bring to your campaign.