Case Study: The New Normal – Social Impact Documentary

Project: Bringing to life City Harvest’s People Report SROI data | Feature Documentary on Food Poverty in London

Directors: Cristina Proietti & Coralie Ayala

Strategic Advisor, PR Fiona Hollis

The Challenge: Humanising the Data

City Harvest possessed industry-leading Social Return on Investment (SROI) data, validated by Bain & Co., within the Value to People reports. However, these figures, while impressive, remained abstract on the page. The challenge was to bridge the gap between financial metrics and human reality. We needed to emotionally connect high-level stakeholders to the “why” behind the numbers, bringing to life the tangible social impact and the profound value provided to the people of London during an escalating cost-of-living crisis.

The Strategy: The Narrative as a Strategic Asset

The documentary functioned as a living embodiment of the Value to People report. The objective was to create a “Visual SROI” that allowed stakeholders to see, hear, and feel the data they were reading.

Emotional Stakeholder Mapping: Promotional strategy to target the specific intellectual and emotional triggers of our corporate partners. By hosting screenings at the Royal Society of Arts and Soho House, we placed the human face of the SROI data directly in front of the decision-makers who fund it.

The ‘arouse’ Effect: We moved the conversation from “charity output” to “social value.” The film served as the emotional proof that made the Value to People report data undeniable and unforgettable.

The Activation: From Screenings to Digital Platforms

• The Launch: Strategic premieres at Soho House (Greek Street & White City) and ActOne Cinema, creating a “must-see” atmosphere for donors and journalists.
• The Reach: Securing a broadcast home on Food Network UK, transforming a local charity initiative into a national conversation on systemic food insecurity.
• The Impact: The documentary became a bridge between the depot and the dining room, forcing a confrontation with the reality of food poverty amongst those with the power to fund systemic change.

Success: New Relationships

• Outcome: 4+ high-profile screenings, national broadcast coverage, and a permanent shift in how City Harvest communicates its value proposition.
• Success Metric: Proving that when you empower talent and lead with a “Provocateur” strategy, you can move an entire organization from telling stories to shaping culture.

“The goal was to create the strategic breathing room for raw storytelling to meet high-end execution. ‘The New Normal’ is the result of what happens when we stop acting like a charity and start acting like a media house.” — Fiona Hollis

The Recognition: In 2026, The New Normal was nominated for a Smiley Charity Film Award, cementing its status as one of the most impactful pieces of social advocacy in the UK. The Food Network aired and promted the documentary on World Food Day 2025 and continue to support via Warner Bros.