Every year, Big Button chooses a charity partner and produces a film for them pro bono. In 2024, we chose West Mercia Search and Rescue (WMSAR). WMSAR is the official Lowland Rescue unit for the West Mercia Police area, operating as part of the UK’s rescue structure alongside Mountain Rescue, the Coastguard, RNLI, and Lifeguards.
It's powered by a team of dedicated, unpaid volunteers who drop everything to save people in danger. They are called out by the Police and Fire Service whenever help is needed to locate missing and vulnerable people in Shropshire, Herefordshire, or Worcestershire. Every volunteer gives up countless hours to search for those at risk. Despite having normal lives and jobs, they choose to do extraordinary things without any motivation for personal gain as soon as they are called upon. They are the very definition of ‘superhero.’
As a registered charity, WMSAR relies solely on support from donors and sponsors. Every penny goes towards funding and maintaining the operation. The film’s objectives were to raise awareness of the charity and drive donations from Facebook users and local businesses.
Tom's Story stands out because it takes a different approach to storytelling. WMSAR gave closure for Tom's family, but not in the way that you expect; the result is more profound and memorable. It's powerful to see the sense of peace WMSAR gave Tom's family when the outcome wasn't what they wanted, and also reflects how the volunteers' work can be difficult and distressing. It truly represents what they sacrifice in their duty of service to the West Mercia community, reinforcing their tagline: Everyday heroes, every day.
Early signs show the film is delivering results. It's one of the charity's best-performing Facebook posts of all time, boasting an impressive 15.7% engagement rate, far surpassing the average 0.066% engagement rate for non-profit Facebook posts (Rival IQ). It also reached beyond the charity's Facebook community with half of viewers not following the WMSAR page.
The film has had a direct impact on fundraising. One social media user commented, "While making up my mind, I watched your inspirational video and my decision was made. What an amazing group of voluntary people prepared to give up so much of their free time." It has been used extensively online and in business presentations and the charity has seen a spike in donations and corporate giving since publishing the film.