Adobe

Adobe Youth Voices: Micro-Documentary Video Production


Situation

We get a particular type of joy from working with clients who focus their time, money, and influence on creating social change. One such client is Adobe, whose Corporate Responsibility initiatives focus on education, sustainability, and community.

Adobe needed video content to reflect those CR efforts, and turned to Magnet to produce a series focused on the people impacted by the company’s work — particularly the youth involved in Adobe Youth Voices, the Adobe Foundation’s signature program. Since its launch in 2006, more than 190,000 youth ages 13 to 19 have participated in 60 countries. AYV youth highlight  issues they care about through the production of original media projects — a process that fosters self-expression, collaboration, persistence, and critical thinking, as well as their passion to make a difference.

Solution

We created a series of micro-documentaries for Adobe. Among them, two featured young people who’d won Adobe Youth Voices 2014 Awards. We told the behind-the-scenes story of Rebecca Dharmapalan’s art and work, which exposes the harsh reality of Commercially Sexually Exploited Children (CSEC) in her hometown of Oakland, CA, and we unfolded the story of Brandon Charlton, whose top prize winning documentary focuses on the all-too-chronic issue of bullying in schools.

Result

Adobe launched new Corporate Responsibility web pages featuring these and other videos to showcase its philanthropic reach and effectiveness in providing positive change in various communities countrywide. Upon the launch, Dharmapalan’s documentary (International Boulevard) was featured on Mashable, introduced by the video we produced for Adobe. It received thousands of views within days, and just as many social shares.

Lee Hirsch, director of the documentary, Bully, featured Brandon as Upstander of the Week on The Bully Project Facebook page, and linked to our video featuring his story and work. Within hours, the post was shared through the community, earning more than 25,000 views, 1,450 likes, 450 shares, and 80 comments right away.

The rest of the video series has received thousands of views on Adobe.com. Internally, the reception to the approach has been acknowledged and embraced throughout the company. Employees are downloading the videos to use at town halls, employee meetings, new hire orientations, customer presentations, career fairs, and board meetings.

“The team at Magnet Media brought Adobe’s social purpose to life, and the results go beyond views and shares. The way people feel and react when they view these videos is what it’s all about,” said Linda McNair, Communications Lead. “Employees express their pride to work here. Everyone wants to take action. They ask how they can help further the cause. We can’t help but believe these sentiments are also felt by our customers, partners, and the public.” 

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