Pursuit of Meaningful Impact Documentary, with Cygnet

Cygnet had a key conference in the annual calendar that they were attending. As a key sponsor with a keynote talk and recruiters on-hand to talk to psychiatrists, they needed to make a meaningful statement.

We didn't want to do your average hero film. We were going to spend three days across Cygnet sites with busy psychiatrists so we didn't want to come away with just a short promotional film. So we filmed a documentary while were were filming the hero film. We also used the time to get careers advice from the wonderful psychiatrists of Cygnet.

The aim was not only to celebrate psychiatry but also to highlight the pivotal role psychiatrists play in delivering meaningful, modern mental healthcare. And to provide something that not only resonated with other psychiatrists but also helped them take the next step in their career.

To bring this vision to life, Content Marketing Pod Ltd created a documentary centred on three psychiatrists and an expert by experience lead. Their personal stories explored the “why, what, and how” of psychiatry, offering a candid and compelling view of the profession today.

The campaign launched with a Hero film unveiled at the annual conference, followed by the Pursuit of Meaningful Impact Documentary and supporting films released to the talent pool in the weeks after. A collection of short-form clips accompanied the series, ensuring a package of valuable content.