This video resists hierarchical ‘charity’ framing often seen in humanitarian aid advertisements, instead using the fast-cut editing of a sports ad to show the members of a women’s committee expressing their power, agency and joy. It challenges stereotypes of women in the global South, giving space to the participants to use their own voices and express how they feel about themselves.

This video developed by the official YES Campaign during the Marriage Equality plebiscite in 2017 encouraged supporters to ring their relatives to motivate them to vote yes. It’s a great example of ‘show, don’t tell’.

Rather than simply tell visitors to take sustainable action while visiting Palau – or describe the penalties they might face if they don’t - the Pacific Island developed a pledge for visitors to sign when they arrive. To explain the pledge, they developed this in-flight video brimming with intrinsic values around connectedness, friendship and harmony.

An oldie but a goodie from TV2 Denmark - a brilliant video that we use often to demonstrate that intrinsic values can be just as compelling as extrinsic ones!