We answer the cries you don't hear

We answer the cries you don't hear' is Home-Start's first ever awareness campaign. The campaign was formed when two filmmakers, Heidi Lynch and Leah Vlemmiks offered to create a film. Home-Start took a leap of faith and the result was three beautiful films that showed the struggle of being a parent. Powerful, authentic and rooted in real-life experiences, the content became the focus of the charity's communications.

On a shoe-string budget the charity secured space on ITV, at cinema sites across the UK, and launched a digital campaign to share the film with as many people as possible, to provoke conversations about the challenges of parenting. It also utilised the films to raise awareness of its work and encourage more people to support the charity. The films reached over 5m, with 760,000 people seeing the films online. Over 24,000 people clicked on the films to see more, and over 5,000 signed up to stay in contact with the charity. More than 7,000 online conversations were held about the struggle of parenting, 2,600 people signed up to the charity's newsletter and almost 500 signed up to become a volunteer. The films provoked a reaction and the charity turned those into actions.