In 2016, the Cedars-Sinai Board of Governors presented us with an interesting challenge. The Board was in the middle of an $30 million fundraising campaign for a state-of-the-art stem cell research institute. They wanted us to create an emotionally moving film that would connect powerfully with viewers – particularly potential funders.
Ordinarily, we would identify people whose lives had been saved by the work of the institute and tell their stories. However, in the case of the relatively new Regenerative Medicine Institute at Cedars-Sinai, it was too soon to tell the stories of lives saved. The cutting-edge research had only just moved into clinical trials.
We proposed the idea of telling the stories of people who had suffered from some of the diseases that the RMI’s research would ultimately cure. To demonstrate in a memorable way how “close to home” these diseases are, we solicited stories from actual members of the Cedars Board, including prominent and recognizable members of the LA and Hollywood communities.
The resulting video was a huge success, and has helped the Board of Governors significantly in its efforts to raised funds for this important institution.