Extended Family / Abraham Kriel
Submitted By Bongani Morgan
Extended Family is a PSA short-film made as a call-to-action letter to shine a light on the organisation's care for children in Soweto, South Africa who lead child-headed homes and have to still manage being children, school and still look after their familes at home.
The PSA intended to appeal to investors from around the world to donate to Abraham Kriel for the organisation to continue its efforts in looking after the children by making sure they are at schools, have food, clothes, and school books while being monitored and looked after by the organisation's social workers.
It was a lengthy project to pull off. Iniially beginning as a series of case-studies depicting the organisation's work, we quickly needed to translate into an emotional and impactful treatment that encapsulated the organisation, the children and the need and reason why they need donations.
It was filmed in Soweto over three gruelling days shot documentary style with minimal crew and gear.
Innovative Use of Media
Corporate Social Responsibility