Overview
The aim for this project will be to highlight the variety, depth, and breadth of Family Medicine and to shine a spotlight on faculty within the UNC Department of Family Medicine in their clinical roles, as well as educational and leadership roles.
Over the last three years, I’ve jumped head first into the UNC medicine world and finally feel like I’m doing something that matters. I’m submitting large proposals in a few different areas currently and would love so much to work with you. I’m including a picture of our family…simply because I like them and gave birth to our twins at UNC and two of the other kids were also delivered at UNC through Family Medicine. I love even being considered for this project!
Approach
As I was looking through the document you provided, as well as constantly keeping in mind the goal for 25% of medical students to choose the Family Medicine route, I began thinking through some larger picture ideas. The way I connect the viewers to the message is to capture true conversations, beautiful imagery, and honest perception from the various teams. The Family Medicine group is incredibly robust and the opportunities for leadership, meaningful work, and specialized projects seem to be endless. We must display the tremendous opportunity that may be so obvious once you are inside of the program. I have grouped the project into 10 sections so each part moves the viewers closer to understanding why Family Medicine will be a fantastic future for them.
The Sections
Each of the following were pulled from the document you shared. Some have folks attached to them with great examples of the path they chose and/or how the flexibility from leadership granted them the ability to move in a certain direction with medicine. I’ll briefly list out the big points we can pull from each section. Again, each of the following will be videos on their own (thinking big picture here…we can always pull back!!!).
Leadership: WE LOVE HUMANS
MAIN POINT: Display how the community of FM thrives on caring for people and how leadership both supports and admires this.
QUICK VISION: Imagine filming a conversation with Cristy Page and really hearing her love for people, her hope for the future of this program, and seeing a glimpse into her mind.
Birthing: BEGINNING TO END
MAIN POINT: Being able to not have to hand your patient off to another doctor is beautiful. We will latch on to this idea while bringing up the highlights of doctoring families, parents, babies, etc.. to display the “from birth through old age” mentality. Humans in 2021 are eager to establish long term professional relationships.
QUICK VISON: I love commercials I’ve seen where an interaction happens with a baby, then a young boy, then a teenager, then a new parent, then a grandparent, etc…. showing the lapse of time with the same thread running through the story. Another beautiful thing about a baby is they are frequently surrounded by parents, siblings, grandparents, friends, etc…they bring us together. I’d love to use this feeling to craft the vision of long term doctoring of a patient.
Covid: LEADERSHIP FROM CHAOS
MAIN POINT: Focus on Amir Barzin’s unique perspective during the growth of the Covid crisis and how his quick thinking, knowledge, and capable leadership supported UNC to treat Covid. I’d pull out a heroic story since he faced a seemingly impossible and grim task but found success and will be moving forward by beginning the next steps for a new future at UNC as we define a new normal.
QUICK VISION: We have an opportunity to share how UNC (and specifically Family Medicine) stared Covid in the face, buckled down, and used it’s knowledge to defeat the virus. It would be beautiful to use Amir as a small piece of this huge puzzle that thousands of people put effort in to. Focusing on a single person’s story as they are part of a huge legacy empowers the viewer to think “I want to be him…I want to have these opportunities and be in the right place where these opportunities happen”.
Family Freedom: MOMMA KNOWS BEST
MAIN POINT: Show how Kelly Bossenbroek-Fedoriw was able to support her kids even when she was lifted to a national hero with her work on opioids. If we can get a feeling across of someone that did something fantastic and highly important yet is still able to focus on her family. I believe this would be a great opportunity to cause folks to do a double take on what she is doing and how she is supported to still be able to care for her family.
QUICK VISION: I see almost a news report beginning on the opioid crisis, footage of pills, hands filling up with pills, bottles, chaotic feeling, quick cuts to Kelly with her family, quick cuts back and forth between all the chaos, the terribleness of addiction, her beautiful family….all very fast….then opening with her in her living room saying “there was a problem so I am helping to fix it”. Then the story would evolve into pulling out the support from leadership as they are on board with having families…reiterating the fact that medicine doesn’t have to be a million hours a week and constant ties to the office.
Inpatient: DAY IN THE LIFE
MAIN POINT: Follow Yell Lam and Andy Hannapel through a typical day from start to finish highlighting the plus sides of performing inpatient care specifically at the Hillsborough site. I’d love to really show off how these two think and how they feel about the work they get to do….almost show how there is beauty in the every day normal.
QUICK VISION: Literally envision following both of these around from the morning to the evening and combine their stories into one full day. As we see them interacting throughout the day, I’d love to film them doing something they enjoy as I have the conversation piece with them….I imagine one of them doing a puzzle at home at their kitchen table as he/she shares their thoughts on the different parts of their day. This one would be fun.
Sports Med
Clinical
Informatics
Procedures
Emergency Medicine
I’m simply stopping at 5 (for now) but have direction for all 10….I’ll absolutely fill them in if we like this direction….don’t want to get too far down a path if it’s the wrong direction!
Additional Support
Realizing the goal of a project like this needs to happen over time and not all at once, I’m putting together some additional ideas to help these ideas and vision have a longer lasting impact compared to a single video. I’m proposing three add-on sets of media to support the videos. Each of the following would be per video…so if we did the set of 10 videos, there would be each of the following for each video.
A: Video Vignettes
Produce 5x 60 second videos for social media, website, or email campaigns.
These may be recaps of special events, words of wisdom from faculty, behind the scenes of something awesome, promotion for something coming up, etc.
The advantage of shorter vignettes is people are willing to watch something for 30-60 seconds and be lured in to the idea started and delve deeper with the full video that it is supporting.
An example may be a piece of something Cristy Page says during the video she is in….it sets up a beautiful idea and the viewer is intrigued and prompted to watch the full length video linked to a website.
B: Social Media Design
Creating 10x social media posts for each video with a common brand connecting it to the video it’s supporting.
Our team would work close with your marketing folks to schedule, highlight events/timelines, and work on a branding schedule to maximize the reach of this project.
An example would be visually connecting the brand of the Amir Barzin story (colors, type, etc) with 10 posts that highlight the main points from the video…encouraging folks and drawing them in to view the rest of the video…and therefore increase their interest in joining Family Medicine.
Pricing
One video $18,000
For the “Additional Support” Sections,
A Photography $3,000
B Video Vignettes $5,000
C Social Media Design $5,000
If you ended up reading this far, you are a saint. I’m comfortable going any direction but like to put all the chips on the table first. Thanks for your time reading through this.
-David-