Make it interesting.
District 128: Referendum Video
The Challenge
The obvious approach to a school referendum video is familiar: slow motion, emotional music, smiling students, and a lot of inspirational language. District 128 had already seen that approach and it wasn’t telling the story they needed to tell. The real issue was that programs people cared about were at risk, including transportation and extracurricular activities. The video needed to make that reality impossible to miss.
The Idea
Instead of making a referendum video that felt like a referendum video, we made one that felt like the school district itself. Real students. Real energy. Real activities. And, most importantly, real information. We put the things at risk directly in front of the audience and used data to explain what was happening and what the referendum was trying to accomplish.
The Execution
We traded the polished, slow-motion approach for real-time moments that let students be kids. The pace, footage, interviews, and graphics worked together to create something energetic and honest. Rather than telling viewers that these programs mattered, we showed them what they actually looked like, and then clearly connected those experiences to the financial reality facing the district.
The Result
District 128 walked away with a referendum film that gave its community something more useful than a sales pitch: a clear picture of what was at stake. The final piece brought emotion and information together without hiding behind either one. The full impact of the video couldn't be measured until the voting was complete, but the goal was clear from the beginning, to make sure voters understood exactly what their decision could mean for the students they were being asked to support.
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