Case Study: Little Dreamers
How we used personal stories to create awareness and build empathy for Young Carers.
Little Dreamers needed a series of videos to educate teachers and parents of the challenges faced by Young Carers, and to promote their valuable work to supporters.
Little Dreamers supports young people that have a caring responsibility for a sibling, parent or other family member. Often these young people juggle extra caring responsibilities at home, with the demands of school work. At high school they are at risk of falling behind, and even dropping out.
As part of The Young Carer Project, Little Dreamers sought a production company that could create a series of online modules to educate Young Carers, students, teachers and parents, about the challenges Young Carers face and promote positive practice around Young Carers in schools.
At the same time, they wanted to use the footage captured to craft additional content that could market the organisation and inspire support.
We worked with Little Dreamers to identify three young carers who could share their personal stories of balancing caring with school work, both the highs and the lows.
Spending a day with each young person capturing interviews and b-roll footage, we got to know their individual needs, challenges, and aspirations for the future. This included insight from their parents, teachers and Little Dreamers mentors into what strategies helped these young people succeed.
From the footage we created six online modules and a campaign video for The Young Carer Project, designed to meet key learning outcomes, and three Young Carer stories and five social media teasers for marketing.
How the videos are being used
The Young Carer Project
The Young Carer Project delivers interactive and practical education for Young Carers, students, teachers and parents through a series of online modules and face-to-face workshops.
Prior to the program, the modules take teachers through the journey of three Young Carers through both video and interactive activities, educating them on what a Young Carer is, why it's important Young Carers receive support in education and how Young Carers can be supported to reach their full potential at school.
The Young Carer stories and social media teasers have supported Little Dreamers marketing efforts throughout the year on multiple occasions such as for Carers Week, Victorian Youth Week and Volunteer Week. The videos have been published on the organisation's social media, EDM and website. Additionally, the footage has been used by The Project on Channel 10 to create further awareness around Young Carers.
They have also used these at a variety of events to raise awareness for Young Carers, including the Annual Victorian Carer Strategy 2018-22 Forum, Carers Week Mingle at Parliament House and the 2019 Victorian Carer Strategy Grant Ceremony.
Learn more about Little Dreamers
If you would like to learn more about Little Dreamers and the work they do to support Young Carers visit: www.littledreamers.org.au
The videos are successful in depicting a story that we can't necessarily tell ourselves, they paint a very real and tangible image of a Young Carer in an emotional way, and create more meaning to why they deserve support.
EMMA WOODWARD - MARKETING, COMMS & EVENTS MANAGER, LITTLE DREAMERS
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