Let’s face it, the public sector is not known for its creative use of video. Video production is often restricted to simply communicating the message, with little room left for a catchy hook. However, some government departments have demonstrated that you can be creative and still deliver your message. Take a look at some recent examples:
- Canadian Food Inspection Agency (CFIA): http://ow.ly/5o4rr
- Canada Revenue Agency: http://bit.ly/kGc7y1
- Human Resources and Skills Development Canada: http://bit.ly/m3E0SY
The CFIA video really caught my attention. Their public service announcement entitled ‘The Market’ engages Canadians travelling abroad to play an active role in protecting Canada’s agriculture, environment and food supply. Chantal Jacob, CFIA’s Marketing and Creative Services Manager, highlighted a focus on the public was the key factor behind production of the PSA.
“Our goal with the production of this video was to provide Canadians with a mirror effect of themselves travelling abroad. This helped us in providing useful information to the public while remaining focused on the message.” When asked about the pre-production of the video, Jacob adds: “By doing a SWAT analysis and by using social marketing techniques, we were able to obtain sufficient results to know this PSA would be a success”.
The video is now available through various partners of CFIA, most notably on Air Canada’s domestic and international flights. Well done!
At a time when newsrooms are in need of more multimedia content, communicators in the public sector should not only consider producing more videos, but should look at adding a touch of creativity to them. Their message will make their audience feel more connected and more aware of the issue at stake.
