User Generated Content – CASE STUDY

Over here at the American Cancer Society we are big fans of User Generated Content (esp around Videos) but this year we really tested that idea around one of our biggest programs: The Relay For Life Heroes of Hope. This is a program where we honor cancer survivors who have stepped up and provided a highly visible symbol of personal victory over cancer. They also encourage support and participation in the programs of the American Cancer Society. Each year we honor them in front of thousands of people at our Relay For Life Summit in Dallas, TX.

This year the Summit folks wanted something a little different so they asked us to film a welcome message from each of the Heroes. However due to budget cutbacks we could not do that. So instead we said “What if they film themselves?”.

So take 28 people, send them 4 cameras (dv +flips), add in people who had their own cameras and throw in some great editing in Motion and Final Cut Pro and here is what you get: (with phones ringing and all!)