Recently I gave a talk at a communications conference with a colleague, a filmmaker, on how film can change the narrative for a topic or issue and highlight your brand in a new and unusual way- in this case, the housing agenda in the UK.
As some of you who listen regularly will know, my consulting business focuses on providing communication strategies for built environment projects and firms. Our big area of expertise is placemaking communications and this means simply, telling the story of places where people live, in particular, new and emerging places that may not have an established identity, like an existing town or city.
So today I give an overview of how film can be used as part of your communication strategy, using a case study from my work, bringing places and communities to life and changing a negative narrative into a positive one.
So, let’s dive in!
Links mentioned in this episode:
Northstowe Neighbours film https://www.northstowe.com/northstowe-neighbours-1
Paper Films: https://www.paperfilms.tv/
PR Agency One: https://www.pragencyone.co.uk/
Full Transcript (unedited)
Intro
When we think of housing, it’s easy to get lost in numbers, architectural plans, and terms like “sustainable communities.” But at the heart of these developments are real people, their lives, and their stories. Film offers a powerful way to bring these human elements to the forefront, capturing emotions, struggles, and triumphs that simply can’t be conveyed in written reports or statistical data. By telling these stories, we can reshape public perception, dismantle stereotypes, and create a narrative that reflects the true spirit of a place.
In my early days in Corporate Communications back in the 90s, corporate films were expensive and often felt polished to the point of detachment. They presented a company’s story, but rarely its soul. Fast forward to today, and film has evolved to become a medium accessible to everyone. We have short-form reels, long-form documentaries, and everything in between. Yet, in the housing sector, many corporate films are still stuck in that old, detached style, missing the opportunity to showcase real lives and the vibrant communities that emerge within new developments.
Case Study: Northstowe and the Power of Real Stories
A prime example of how film can impact community storytelling is the work we did at Northstowe. Northstowe, a new town project with a growing population and infrastructure, faced a wave of politically driven negative press about a year ago. The coverage was damaging to the project’s reputation, and the local community didn’t recognise themselves in these portrayals. Traditional responses like press releases and blog posts alone weren’t going to change this narrative. We needed something more compelling, something that would allow the community to share their own story.
This was when we turned to film. I collaborated with Daniel Kennedy at Paper Films and my partner on the wider project, PR Agency One, on a project called Northstowe Neighbours. The inspiration for the film was rooted in the grainy footage of post-war new towns like Milton Keynes and Stevenage. We wanted to create a film that would one day be a nostalgic piece of history, documenting how Northstowe grew, in the voices of the people who live there. To achieve this, we needed authentic stories from real residents.
Telling Stories Through People: Mari and Val’s Experiences
One of the first clips we created featured Mari, a local community figure who runs Northstowe Arts, a Community Interest Company. Although her story was partly scripted, it needed to come from her heart to feel genuine. Dan, our filmmaker, captured the perfect balance, guiding her without stifling her personality. The music set a warm, welcoming tone, making viewers feel instantly connected to Mari and her story. Through film, we could show her as a real person—someone with a voice, a mission, and a meaningful connection to her community.
Another powerful example from Northstowe Neighbours is Val, a cherished member of the community. Val’s story resonated deeply with everyone at the film’s premiere. We see her modest home, hear her reasons for choosing Northstowe, and witness her journey toward finding safety and comfort in her new town. Val wasn’t chosen for her “on-camera” personality; she was chosen because she was simply herself. Her honesty, warmth, and relatability draw viewers in, making them feel like they’re sitting down for a chat with an old friend. This is the magic of film in housing: it breaks down barriers and brings communities closer together.
Why Film Matters in Community Storytelling
Film combines visuals, dialogue, music, and movement to create a unique storytelling experience. It allows viewers to step into someone else’s life, even if just for a moment. Through stories like Mari’s and Val’s, we can shift narratives, tackle misconceptions, and build a sense of connection that transcends the limitations of words alone. By using film to tell the stories of residents, housing developments can communicate the real value of a community—a place where people live, grow, and support one another.
This approach to storytelling is not just about combating negative press; it’s about creating a lasting legacy. When people look back on Northstowe years from now, they won’t just see buildings and infrastructure. They’ll see Mari, Val, and others who chose to make this new town their home. And that’s the real power of film in housing: capturing the spirit of a community, one story at a time.
Through these examples, we see that film isn’t just an addition to a communication strategy—it’s a transformative tool for building genuine, relatable narratives.
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