Cerebral Palsy Kids & Families

Video

This project involved creating a concise, emotionally compelling 90-second video for CP Kids and Families to submit to the Mortgage Connection $25,000 Giveaway. The video, produced in Canva and shared on YouTube, needed to align with the organization’s brand, highlight its programs and resources, and focus on the unique impact of the Adapted Bike Program. Combining authentic testimonials, program footage, brand elements, and a call-to-action, the video was designed to motivate both the selection committee and public voters.

Conducted research into the organization’s mission, programs, and resources, creating a word map to identify key messaging themes. Defined the target audiences as the Mortgage Connection selection committee and public voters in Edmonton and Calgary. Ideated a script and visual sequence using existing footage from bike clinics, learn-to-ride lessons, and other programs, while ensuring brand colours, logos, and tone were consistent throughout. Prototyped the video in Canva, aligning audio tone and pacing with visuals, and tested with staff, friends, and family. Incorporated feedback by simplifying visuals and adding a second voice from a long-time Adapted Bike Program participant to enhance emotional resonance.

While results from the Mortgage Connection Giveaway are still pending in August 2025, the video has already been repurposed for other grant applications, contributing to a successful $15,000 award from another funding source. This project strengthened my technical skills in Canva, deepened my understanding of the design process, and provided valuable insight into crafting videos that balance storytelling, brand alignment, and audience engagement.