YMCA South Midlands

The Challenge

YMCA South Midlands approached King Productions to create a film to launch their new five-year strategy, Here For Good. Bringing together the former YMCA organisations in Milton Keynes and Northamptonshire, the strategy set out an ambitious vision for the future whilst reinforcing that, at its heart, YMCA South Midlands would continue doing what it has always done: being there for young people when they need support. The challenge was to communicate all of this in a film of just three to four minutes. There was a lot to say, from the challenges facing young people today to the services YMCA already provides and its ambitions for the next five years. But this couldn't simply feel like a strategy presentation. It needed to be engaging, emotional and human, bringing the words of the strategy to life and showing the people behind the organisation. With the film destined for a public launch, social media, the YMCA website and future events, it also needed to represent the breadth of YMCA South Midlands and make a lasting impression. With just two main shoot days available, we had to find a way to tell a big story on a tight schedule, including portraying the experiences of YMCA residents without being able to use actual residents on camera.