As a children’s charity which supports children and young people who are disabled or disadvantaged, along with their families, I’m struck by how much of a responsibility we have to authentically represent lived experiences in our marketing activity.

Particularly with disabled children underrepresented in the media, we have the platform and expertise to tell these stories through our content. One way to do this is through emotive filmmaking, which remains an incredibly important tool in captivating audiences and forging genuine connections.

Our recent film ‘No Limits’, released to mark Variety, the Children’s Charity’s 75th anniversary, is an example of working alongside those we support to challenge the narrative and break down stigmas. Directed by award-winning filmmaker Phil Hawkins, the two-minute production encapsulates our mission of empowering children of all abilities to overcome societal limits.

When it comes to charity filmmaking, whether the goal is awareness raising, fundraising or inspiring action, you need to get attention and motivate people to ‘think, feel and do’. This means there can sometimes be a tricky balance around how your film portrays the people you support and your services. I believe this is often tipped in the wrong direction, with a greater focus on negativity and the difficulties that are faced, rather than what is enabled.

Whilst we are aware of the challenges facing the children we support, there is so much joy that comes out of our support, which was incredibly important for us to get across through the film. We also wanted to show that we are an enabler for children to overcome any limits imposed upon them by society.

The film's impact lies in its authenticity and the involvement of our beneficiaries in the production process. Through visual storytelling, we highlight a variety of experiences, and the viewer gets to see all these joyful moments from the children we support.

Working with production partner Re:production and creative agency partner The Traveller and the Bear, we wanted to highlight the breadth of our charity's work, from providing life-changing equipment and wheelchairs to facilitating unforgettable experiences through our Great Days Out programme.

The main message from our film is that children should be allowed to live a life with no limits no matter what their ability or background is. With support, they can achieve amazing, fulfilled lives. This powerful message is reinforced by the aptly chosen classic hit, ‘No Limits’ by 2 Unlimited, a fitting anthem for the film's upbeat and inspirational tone. We were kindly given the rights to this for pennies!

As a very small charity, we do not have a marketing budget the size of some bigger charities, so we need to punch above our weight. In fact, I’d say ‘punching above our weight’ encapsulates the spirit of our charity, as well as the children and families we support. We work with so many determined, resilient and dynamic people.

It’s important to say that collaborating with those with lived experience should extend beyond the screen and to the behind-the-scenes. Despite a long day filming and challenging weather conditions, it was important our beneficiaries felt comfortable, safe and supported – and had access to any adjustments they needed.

I previously worked in the commercial world, and whilst working within this, the value of authentic representation in emotive storytelling had started to become recognised. Now, we see fashion campaigns featuring models with disabilities and documentaries that explore the complexities of neurodiversity.

However, there’s still progress to be made and it is crucial that these efforts go beyond tokenism or surface-level representation. Brands must be willing to collaborate closely with the communities they aim to represent, seeking guidance and input throughout the creative process. This not only ensures authenticity but also empowerment for those whose stories are being shared.

We’re really proud of our film, ‘No Limits’ which shows the importance of centring those with lived experiences in emotive storytelling. In our 75th year, we hope this film will raise awareness of the 1.5 million disabled children in the UK and the 4 million children living in poverty who can benefit from our support. With over 160,000 children helped in 2023 alone, we want to help even more children in 2024. 

A final note to say, whilst the film packs a punch on our own channels, if any kind media owners would like to donate some free air time, I think this film would look great on the bigger screen too…

Find out more about Variety, the Children’s Charity, here.