Our Creative Lead, Geoff Chang, recently explored the power of content creators in the third sector for Shots Magazine. When it comes to charitable messaging, the line between impactful and manipulative can be hard to navigate. While emotionally charged campaigns are proven to drive donations and awareness, they can also feel exploitative or formulaic.
Geoff’s article asks a critical question: can content creators unlock a more authentic, engaging way to communicate these messages? The answer, he suggests, lies in leaning into storytelling formats that prioritise empathy over guilt.
Shifting from Sympathy to Empathy
Traditional charity ads often rely on stark imagery and emotional appeals that demand a reaction—usually pity, sadness, or guilt. Geoff argues that the most powerful storytelling goes beyond sympathy, inviting audiences to connect through shared experiences instead.
A prime example is A View From a Bridge, a TikTok project where strangers share deeply personal stories via a red telephone placed on a bridge. The simplicity and intimacy of the setup allow viewers to engage with real voices and genuine experiences, unfiltered and unscripted.
During Heart Month, eight&four partnered with A View From a Bridge to share the story of Charles Leonard, a marathon runner who survived cardiac arrest thanks to CPR and a defibrillator. Instead of leaning on heavy-handed messaging, the content allowed Charles to share his journey and his gratitude in a natural, relatable way.
Why This Approach Works
The campaign succeeded not by forcing a message, but by allowing viewers to draw their own conclusions. By integrating the BHF’s purpose-driven message organically, the video resonated with audiences, racking up over 300,000 views and becoming BHF’s top-performing social post—all without paid media.
According to Geoff, it’s proof that real storytelling can be a powerful catalyst for campaigns with a purpose, provided it feels authentic and invites genuine participation. The most effective creative work emerges when brands collaborate with creators who already have a trusted voice within their communities.
The Takeaway
In the world of third-sector marketing, content creators offer a path to cut through noise and reach audiences in more meaningful ways. As Geoff concludes, the secret isn’t about dumbing down the message or diluting the cause—it’s about building narratives that inspire empathy, connection, and genuine engagement.
For more insights, read Geoff’s full piece in Shots Magazine here.
