Video Production | Celebration of Social Justice
Eastern Bank
Objective
To amplify awareness of Gladys Vega, her impactful work, and the commendable contributions of La Colaborativa, while concurrently spotlighting the socially responsible initiatives led by Eastern Bank. By strategically positioning these entities, the objective was to foster a deeper understanding and appreciation within the Gateway Cities of Massachusetts for the positive change they instigate in the community.
Target Audience
This campaign was tailored for the residents and stakeholders of Gateway Cities in Massachusetts. Recognizing the unique dynamics and diverse populations within these cities, the communication strategy aimed to resonate with individuals who are directly influenced by, or have a vested interest in, the social and community-oriented endeavors led by Gladys Vega, La Colaborativa, and Eastern Bank. The intent was to engage, educate, and inspire this local audience about the transformative impact of these entities on the fabric of their communities.
Identifying Community and Family Individuals
Conducted extensive research to identify community and family individuals with personal connections to the honoree, Gladys Vega.
Ensured a diverse representation of voices to capture a comprehensive and authentic perspective
Approach
Virtual Interviews
Prepared a set of thoughtful and probing questions to elicit meaningful responses that would effectively convey Gladys Vega's influence. Conducted virtual interviews with the identified individuals, navigating the virtual landscape to capture authentic and impactful narratives.
Video Development
Managed the entire video production process, overseeing the creation of two distinct videos (see below)
A heartfelt portrayal of Gladys Vega, featuring personal testimonials and anecdotes from those directly impacted by her work.
Creatively designed to visually illustrate the far-reaching impact of Gladys Vega on the community, adding an engaging and dynamic element to the narrative.
