MISSION
To produce a series of patient testimonial videos for the Georgia Primary Care Association (GPCA) that would reframe public perception of community health centers. Showing legislators and stakeholders the real impact these facilities have on the people they serve, and helping secure continued state funding.
OUTCOME
Ten videos produced across two Atlanta-area community health centers: Mercy Care and Family Health Centers of Georgia, Inc. Nine individual patient stories, each edited to stand alone, plus one compiled video designed specifically for legislative audiences.
The intent was to move past the narrative that community health centers are “clinics for poor people” and show the transformation happening in patients’ lives... real stories that could justify $2 billion in continued funding over two to four years.
I led the discovery session with GPCA leadership to define the project’s intent, audience, and approach. From there, I directed a team of three: a videographer who served as director of photography (handling lighting, audio, and editing), a marketing professional who conducted the patient interviews and helped interviewees frame their stories, and myself directing the overall shoot and edits.
The project was completed on time, but the 2020 pandemic halted GPCA’s planned rollout before the videos reached their legislative audience.
SERVICES
Creative Direction
Video Production
Discovery & Strategy
