Nicky’s redemption story

Mercy Multiplied is a counseling and outreach program based in Nashville for young women who’ve struggled with anxiety, depression, and a host of addictions. As a non-profit ministry, the leadership at Mercy is frequently asked to share its story to potential donors, volunteers, and partners during live events and fundraisers. But slide presentations, brochures, and even explainer videos weren’t hitting home with audiences. It was time to find a story that captured the heart of Mercy.

  • Client: Mercy Multiplied
  • Agency: Stonecastle
  • Type: Nonprofit
  • Deliverable: Brand Video
  • Services: Creative Strategy, Video Production, Scriptwriting

The Project

The Project


A HERO’S JOURNEY

As we sat down with Mercy to begin the story development process with Mercy Multiplied, we learned about a young woman named Nicky who was scheduled to graduate from the program soon. We saw in her own story a hero’s journey, where the staff at Mercy played the role of a Guide who brought Nicky to a place of decision, and ultimately, transformation.


A CLASSIC STORYTELLING STRUCTURE

The goal of non-profit videos like this one is to place audiences in the shoes of the protagonist and to give them a new perspective on a need they hadn’t considered. Maybe it leads someone to give money. Or maybe it touches someone else to participate in some other way. By making Nicky the hero of the story and casting Mercy as the guide, we gave the video a classic story structure designed to make a powerful impact.