Charities will release a short film every working hour during the day.
A series of one-minute long films will be released every working hour tomorrow to mark Giving Tuesday.
Digital social enterprise firm Reason Digital commissioned the films from its charity partners in the hopes of engaging with viewers and raising awareness of the life-changing work undertaken by charities every day.
Short films will be released from Parkinson’s UK, Baggy Trousers UK, Muscular Dystrophy UK, Together Trust, WellChild and the RAF Association, as well as from people who have directly benefitted from charity support.
The films will be available on Twitter, Instagram and Facebook under the hashtag #ChosenCharity.
Matt Haworth, co-founder of Reason Digital, said: “We want to raise awareness of how charities make a crucial difference to real lives. We’re doing this in the most effective and authentic way we know how – through the stories of experts with lived experience.
“This year we chose video as the medium for our campaign knowing that they are so much more engaging to people online. Viewers are 95% more likely to remember a call to action through a video.
“These short films also allow the individuals to tell their own story in their own words which was an important aspect of the campaign for us.”
Andrew, who was diagnosed with limb-girdle muscular dystrophy at the age of 19 is asking givers to back his #ChosenCharity - Muscular Dystrophy UK.
He said: “Having a neuro muscular condition like muscular dystrophy means you’re never quite prepared for the challenges to come. Having a child and being a disabled father didn’t prepare me for what the future had in store for me.
“The mental health aspect was important to me. Muscular Dystrophy UK’s campaign called Mental Health Matters was great as I met others who were going through exactly the same things I was. There needs to be better mental health support, so I’m putting a shout out to anyone who can make that a possibility.”
Following the commercially-driven Black Friday and Cyber Monday, Giving Tuesday is a global day of giving fuelled by the power of social media and collaboration.
Thousands of charities, businesses and schools across the UK have signed up to be part of the event, which last year raised £7.8 million for good causes.
