Problem: “People think we just do hostels for hikers, no one knows we’re a charity on a mission to give young people the outdoors experiences they need.”
Solution: The Adventure Effect, a 3-day social experiment presented as a mini doc. We showed the importance of adventure by taking it away from Alistair Humphreys, a pro outdoors type, and giving it to children who’d been missing out due to family and social issues.
If you don’t have 6 mins, there’s a 30sec trailer just below :)
Results: Despite limited media, over 100K people watched our 6 minute film. Double the industry standard for long content. It also won at the Brand Film Festival. Providing adventure is now YHA’s central mission, and the film underpins all their events and education work. Oh, and bookings went up 52% immediately afterwards.
Creative credits: Phil McDonald AD
