Client
The Global Fund
Category
Video
Documentary
Campaign
Deliverables
Video
Delivering Healthcare in Crisis: The Global Fund Ukraine
Background
Delivering Healthcare in Crisis Zones.
The Global Fund, with the support of the Alliance for Public Health, reached out to Rooftop to help highlight the vital work of health workers in Ukraine. With the ongoing conflict in the region, delivering healthcare has become an overwhelming task.
Dr. Yulia Tatianchenko and her driver, Dmytro Korobenko, navigate war-torn streets in their mobile clinic to provide essential healthcare services, including HIV and TB treatment, to communities severely impacted by the conflict.
Rooftop’s challenge was to create a compelling narrative that would resonate with audiences worldwide, focusing on the urgency of healthcare in crisis zones and the people making a difference in these dire situations.
Challenge
Editing for Impact.
The challenge for Rooftop was not only to capture the power of the story but to distil a vast amount of raw footage into a 3-minute film. The material from the Ukrainian film crew included intimate, raw moments that highlighted the vulnerability of those affected by the war.
With such rich content, the task was to choose the most impactful moments without overwhelming the audience. This required delicate editing, focusing on pacing, choosing the right emotional beats, and ensuring that the message was clear despite the tight time constraint.
Moreover, the film had to stand out against years of media coverage about Ukraine, many of which showed familiar images of destruction. Rooftop’s approach was to focus on the personal stories of individuals, showing how healthcare workers like Yulia and Dmytro navigate this destruction to provide life-saving services.
The film needed to break away from standard depictions of war and offer something more intimate and human.
Solution
Crafting a Powerful Emotional Journey.
Rooftop’s solution was a combination of strategic storytelling, creative editing, and collaboration with skilled Ukrainian filmmakers. The editing process involved blending moments of action with raw emotion, using techniques like pacing, overlays, and sound design to create an immersive experience.
The film opens with a striking moment—a personal recollection from Yulia about missiles flying overhead, which sets the tone for the rest of the piece.
Through stylistic choices like artificial camera shake, reverb, and the careful use of sound design, Brett Geiseke and the team worked to intensify the emotional impact, making the audience feel the anxiety and energy of the healthcare workers’ missions.
The film also leaned heavily on body language and moments of silence, where emotions were conveyed through subtle expressions or actions rather than dialogue.
For example, a brief moment where a man glances at his wife during a healthcare visit delivers a powerful message about the human connections in the midst of crisis.
Through these choices, the team created a piece that captured the essence of the “Stop at Nothing” campaign: healthcare workers who stop at nothing, even in the most harrowing of circumstances.
The film opens with a striking moment – a personal recollection from Yulia
about missiles flying overhead, which sets the tone for the rest of the piece.
The Result
Focus on Resilience and Bravery.
The final film was released on Monday, 24 March, timed with World TB Day, ensuring it reached a global audience at a significant moment.
It resonated with viewers by offering a fresh perspective on the ongoing conflict in Ukraine, one that focused not on destruction but on the resilience and bravery of individuals working to save lives.
By using authentic, intimate moments and powerful visual storytelling, the film inspired audiences to take action and support healthcare efforts in conflict zones.
The film was made available on YouTube and social media platforms, with the goal of raising awareness and encouraging donations to support ongoing healthcare initiatives in Ukraine.
Early engagement metrics and viewer feedback suggest that the film effectively communicated its message, moving audiences to empathise with those on the frontlines and understand the importance of supporting healthcare in crisis areas.
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