To commemorate AIDS Foundation of Chicago’s (AFC) 40th anniversary in the fight against HIV/AIDS, Chappell Communications Group (CCG) produced a five-minute micro-doc that debuted at the AFC40 gala as the capstone of a powerful live program.
The micro-doc was positioned to lead directly into AFC CEO John Peller’s speech, setting the emotional tone and helping inspire increased donations from the 750 guests in attendance. Our goals were to humanize AFC’s work, center the voices of those most impacted by HIV/AIDS, and spark meaningful connections between the audience and AFC’s mission.
To create a compelling and cohesive narrative, we first developed a treatment that explored six key themes: legislation, housing and holistic services, cultural competency, public awareness campaigns, and fundraising strategies. Interviewees were grouped according to these themes, ensuring each voice was authentic, eloquent, and able to keep the audience engaged.
CCG conducted pre-interviews with each participant to build rapport, learn more about their stories, and identify the “red thread” connecting each person’s experience to AFC’s mission. This preparation allowed participants to feel at ease during filming, resulting in deeper, more open storytelling.
With only five minutes of screen time, our greatest challenge was distilling over three hours of footage into a concise, emotionally resonant piece that balanced education with engagement. Every interview contained captivating soundbites, but we knew only the most impactful moments could make the cut. To ensure our selections were irresistible, we tested each clip against the “scroll test”: if a soundbite could stop us mid-scroll on social media and aligned with a key theme, it was greenlit.
Another challenge was avoiding a solely trauma-based narrative. Many people impacted by HIV/AIDS experience trauma both before and after their diagnosis, but we wanted to tell a story rooted in resilience and possibility. Guided by our north star—“Your story doesn’t end or begin with your HIV+ diagnosis”—we applied an 80/20 storytelling rule: 80% focused on thriving after diagnosis, and 20% on the challenges. This approach allowed us to convey the humanity, joy, and determination of our interviewees without diminishing the reality of their experiences.
The AFC40 micro-doc was a poignant portrayal of the vulnerability, strength, and resilience of the individuals it featured, shining a spotlight on the core of AFC's mission: the people who are at the forefront of the fight against HIV/AIDS and those whose lives have been transformed by AFC's efforts.
Interviewees like Caprice Carthans and DeMarsh shared their stories with CCG, expressing gratitude for the compassionate and careful way in which their narratives were shared. Their voices added depth and authenticity to the micro-doc, making it a powerful and moving piece.
The micro-doc made its debut as the emotional centerpiece of the gala, setting the tone for the evening and inspiring attendees to open their hearts and wallets. Their generosity resulted in over $770,000 raised, ensuring that AFC can continue its crucial work for years to come.
Through the AFC40 micro-doc, viewers were able to witness the impact of AFC's work firsthand, seeing the real faces and stories behind the organization's mission. It served as a reminder of the importance of supporting organizations like AFC and the individuals they serve, highlighting the progress that has been made in the fight against HIV/AIDS and the ongoing challenges that still need to be addressed.
