Project Interchange: Experience Israel for yourself
How do you persuade busy, important people to make a trip to Israel to see the facts on the ground for themselves? And how do you overcome the perception that, as a Jewish organization, you'll be providing a biased perspective?
CHALLENGE
AJC seeks to bring journalists, politicians, and community leaders to Israel to see the facts on the ground for themselves. It takes a strong pitch to persuade these busy people to make such a large commitment.
AJC must also overcome the perception that, as a Jewish organization, they’ll be providing a biased perspective that isn’t worth the trip.
We were brought on by Shoot East to help overcome these challenges with video.
PROCESS
The script that was initially presented to us was dominated by voice-over. In order to ensure a more authentic and believable experience for the viewer, we suggested putting the primary focus on interviews with past participants. Doing so would also show that AJC appealed to people of a variety of backgrounds, rather than a narrow, partisan group.
Since the trips didn’t have any downtime, scheduling interviews with the participants was one of our biggest challenges. We worked with the client on some strategies to maximize our time and developed a few contingency plans in case things didn’t pan out as planned.
RESULTS
We succeeding in capturing the footage we needed and produced a video that was tailor-made for AJC’s goals.
The AJC team was thrilled with the results, with several people moved to tears by this representation of their work. They were especially glad to see their intentions reflected in the honest reactions of trip participants.
They immediately launched a project using the video to invite various prospects to participate in their program.
