What They Do:
DomesticShelters.org, a service of Alliance for Hope International, is dedicated to raising awareness about domestic violence and ensuring that victims and their support systems have access to vital resources. Their platform provides a comprehensive directory of shelters, services, legal and financial assistance, and more. Plus, they offer educational content to help people recognize the signs and cycles of abuse. Their impact report, which you can check out here, speaks volumes about their work.
How We Met:
In July 2022, we had the opportunity to meet with Ashley Rumschlag, the CEO and President of DomesticShelters.org, to discuss their need for a top-of-funnel video. Ashley was upfront about the organization’s budget limitations, but despite that, we were excited about the possibility of partnering with them. What truly motivated us was the impact DomesticShelters.org has on the community, and after hearing more about their mission, we were ready to jump in. We agreed to produce the video at a reduced price in exchange for having our logo played at the end of the video.
Kick Off:
Coincidentally, we were scheduled to kick off the project during a time where the entire company was attending a conference. Our Creative Producer and Project Manager rose the challenge and found a quiet corner at the venue to jump on a kickoff call with the clients. Their adaptability and dedication turned a tricky situation into a highly productive meeting, ensuring the project stayed on track.
One topic discussed during the call was the importance of showing the breadth of people affected by domestic violence. We made sure to include characters of different races, religions, and genders in the video. To create smooth transitions, we took inspiration from this scene in The Devil Wears Prada. Anne Hathaway’s character changes outfits seamlessly as she walks through New York City.
We applied this technique in animation to shift between characters while maintaining a single storyline throughout the video.
Though Explainly conducts research beforehand, our kickoff calls serve as valuable learning experiences. They allow us to ask in-depth questions and gain insights from experts. One key discussion was avoiding stereotypical portrayals of domestic abuse. Rather than showing physical injuries, we focused on physical intimidation. This approach felt more accurate and impactful. To convey the right emotions, we carefully designed each character’s expressions and body language. For example, we show a character hiding from an overcast shadow.
Scripting:
Crafting this script was a unique experience. While many clients prioritize diverse representation in their videos, the subject of domestic violence highlighted the stark reality that it can affect anyone, regardless of their background. Collaborating closely with the client, we ensured diverse representation throughout the video. One scene, for example, portrayed a non-binary individual sitting amidst unpaid bills in their children’s playroom, powerfully illustrating the often-overlooked issue of financial abuse as a form of domestic violence.
We were also made aware that this video would be played in front of different audiences. The video would be featured at a fundraiser but also on their landing page. To ensure each audience was seen, we planned to make 2 different versions of the video. Each video would have a different call to action, one for a general audience and one for donors.
Production:
Because it’s a sensitive topic, we carefully reviewed all deliverables during revisions to ensure accuracy and avoid missing key messages. To achieve this, we scheduled several Zoom calls, allowing us to receive real-time feedback throughout the process.
Our clients remained highly involved, providing character designs for us to refine and incorporate into the video. While we often create custom characters from scratch, this collaboration helped us stay closely aligned with their vision. Additionally, they supplied a warm-toned color palette that beautifully complemented the subject matter, balancing tone and content effectively.
Post Production & Final Delivery:
To wrap up the project, we carefully fine-tuned every detail to ensure the final video met our clients’ storytelling goals. Once completed, we proudly submitted it for a Telly Award—and were thrilled when it won Gold! Seeing our work recognized at this level was an incredible honor and a testament to the collaborative effort that brought the video to life.
Additionally, after completion of their video in 2022, Alliance for Hope International reached out to us in 2024 to get started on producing a new series of videos. This series highlights other parts of the organization that works in conjunction with Domesticshelters.org to provide resources to victims and allies. It was such a rewarding experience to work with DomesticShelters.org, and we’re proud to play a small part in amplifying their important message.
Interested in an explainer video? Visit explainly.com and schedule a consultation today!
