Overview

The DC Abortion Fund (DCAF) is one of the largest abortion funds in the U.S., supporting abortion seekers from DC and across the country. With zero eligibility requirements, connections to multiple area clinics, and a relentlessly supportive community behind them, DCAF has never—and hopes to never—turn away a caller in need of abortion care. Their mission is to ensure abortion access in the United States, a fragile infrastructure often requiring substantial support and collaboration.

The Challenge

Despite their impactful work, DCAF faced challenges in visually communicating their brand identity and mission through multimedia channels. They needed a compelling video to reintroduce their brand as they launched a new website, effectively communicating their mission, history, and the importance of their work. The video was essential to rally support from their community and beyond.

Our Solution

When DCAF approached iammai CREATIVE, they were seeking a powerful visual strategy to enhance their brand reintroduction. Our approach involved:

1. Collaborative Discovery Sessions: We held detailed discussions with DCAF to understand their goals, target audience, and the essence of their mission. This informed the creative direction for their brand relaunch video.

2. Concept Development and Storyboarding: We created storyboards that reflected DCAF's values, history, and future vision, ensuring alignment with their brand ethos and narrative goals.

3. Videography and Editing Services: We produced a 30-40 second launch video featuring the voices of the founders, highlighting DCAF’s mission, history, and the significance of their work. This included scriptwriting, filming, and editing to deliver a compelling and polished final product.