Ten charities, one mission
To celebrate the achievements of ten health charities tackling inequalities across the UK, we travelled the length and breadth of the British Isles, capturing the work of organisations addressing some of our most pressing health challenges.
Our brief: create a series of inspiring films and capture striking campaign photography that would resonate with audiences ranging from GSK employees to potential donors, while building anticipation for the 30th anniversary celebrations planned for 2027.
The Rainbow Project Social Cut
The Green House Social Cut
A multi-channel approach
We chose an approach that turned observation into engagement. Rather than deliver a straightforward showcase, we created a guessing game: each location told a story through visuals alone, inviting viewers to play detective before revealing which charity was working there and why their mission matters. The format worked beautifully across channels: teaser content for social, a two-minute overview film to set the scene, individual winner films for each charity, and striking photography that captured both the work and the people behind it.
Real impact
Each film was shown at the 2026 GSK IMPACT Awards, where the ten charities were recognised for making real impact in their communities, and on the GSK YouTube channel gaining 126K views to date.
