SCNA's Respect 4 Umpires Campaign

Client: Sunshine Coast Netball Association (SCNA)

Industry: Sports / Community Development

Services Provided:

. Video Production
. Script and Storyboard Development
. Campaign Messaging and Branding

The Challenge

Umpire abuse within sport is a sadly accepted part of Australian sporting culture at all levels of performance. Grassroots and club netball are no exceptions. The Sunshine Coast Netball Association (SCNA) approached Your Brand Crew (YBC) to create an impactful and captivating video production to promote and support their Respect 4 Umpires campaign.

Our Deep Dive Approach

Your Brand Crew goes beyond the surface, as deep as the bottom of the ocean, to explore possibilities that haven’t been seen before. For SCNA's Respect 4 Umpires campaign, our approach was comprehensive and strategic:
01. Initial Consultations
YBC began with extensive consultations with SCNA. Working cooperatively, we developed a script, storyboard, and talent list for the campaign. We also researched reference images and videos to share with the SCNA team, ensuring an aligned approach towards the style, feel, and tone of the film.
2. Video Production
Understanding that this production needed to be more than just a video, YBC went all out. We transformed the SCNA officials' room into an interview space with a distinctly unnerving and depressing feel. Over the course of several shoot days, we conducted interviews and staged mock netball games to capture powerful imagery and insightful interviews.
3. Emotional Impact
Inspired by our reference media, we crafted a look and feel that encapsulated the despair and fear junior umpires experience when subjected to abuse from coaches, players, and spectators. Our goal was to strike nerves and evoke strong emotions to drive home the campaign's messaging.

The Result

The Respect 4 Umpires video production was a resounding success:

. Social Media Impact: The video gained 12.7 thousand views on Facebook alone when shared by the SCNA, receiving national coverage for the campaign and many favourable comments from supporters.

. Sponsorship and TV Coverage: The WIN network came on board as a sponsor after seeing the campaign. The production has since been adapted for TV, with two 30-second ads repurposed from the original video to be distributed on the WIN network.

Overall, the video significantly supported the campaign's growth, providing new avenues for SCNA to communicate to audiences outside of their original scope. The engaging and effective video production aligned perfectly with the brand guidelines and key messages, making a lasting impact.


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