In 2025, a new bill prompted a national conversation about the future of Medicaid, with millions of people at risk of losing their coverage. Our nonprofit partner, Sun River Health, decided to advocate for Medicaid for the program by sharing the personal experiences of their patients whose lives rely on it. The goal was to produce a series of video patient stories that would humanize the issue, highlight the positive impact of Medicaid on individuals and families and serve as testimonials for future advocacy efforts.
To create an authentic and impactful series, our approach was built on two key pillars: trust and efficiency. We understood that for the videos to be effective, our interviewees needed to feel completely comfortable sharing their lived experiences on camera. As an extension of the Sun River Health team, we committed to meeting people where they were and operating with the same empathy the organization is known for.
Our detailed pre-production plan was crucial for a jam-packed shooting schedule. We scheduled four out of the seven interviews in a single day, with a seven-person crew ready to set up each interview before the patient arrived. This preparation allowed us to focus on the person being interviewed, making sure they felt heard and respected.
Our Team interviewed seven individuals, each adding a unique layer to the campaign. We intentionally captured both formal interview footage and b-roll to create visually engaging stories. This combination allowed us to create a complete picture of each person's life beyond their health concerns.
The raw interviews, some of which were over an hour long, were edited into a series of short-form videos, each about three minutes in length. The final output was a suite of more than 20 video assets. Sun River Health and community health advocates now use these videos to put faces and names to the people who benefit from Medicaid. By featuring seven diverse patient stories, the campaign ensures viewers can see someone who looks like them or someone they know.
The project successfully shifted the conversation from a political topic to a human one, demonstrating the good that Medicaid does in our country by sharing the stories of the people it serves.
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