Analyzing Homeless Child Video Campaign

Provide suggestions for creating Psychological/Emotional connections that lead to providing services to kids in need.
Humans are Irrational
Most choices people make are not based on rational analysis of available choices. There is no lack of research that points to the fact that emotions greatly influence and determine our choices. Life experiences create emotions which lead to subconscious preferences. Subconscious preferences drive our decisions more than the rational part of our brain. Personal feelings and experiences of parents will drive their decision to have their child screened or enrolled by PPK more than the facilities, amenities and the quality of care they get at PPK.
The case against targeted marketing (the case for video).

Social experiments can make reality into a viral video campaign. The freezing homeless child video (https://www.youtube.com/watch?feature=player_embedded&v=5CwCvpEMEJU) is one such campaign. Even though it was made with actors, the message was genuine and it has all the potential to become a viral video. PPK can at its choice decide to conduct a social experiment, document it on video and use it to promote their cause and hence their business.
Virulence of emotion
Studies have analyzed which emotion spreads fastest through a social network. This is important when designing a video campaign that will use the social media to spread. Happiness spreads quicker than sadness on social networks. But rage or anger was spreading faster. The way we can use this information is to create a storyboard where a mother is becoming angry with herself for not helping her child with his or her speech disability. Anger is primal, it drives people to make choices quickly. The emotions that spread quicker than anger were "wonder" and "Excitement". If we can incorporate these into the climax of the video that will be the required recipe for a viral

Anything longer than that and we may lose the viewers attention. Keep in mind the chaotic and busy schedule of parents with kids younger than 7 years old. They are the primary audience for PPK. Online video accounts for over 50% of mobile traffic. This will also help PPK reach their audience (parents) from the convenience of their cell phone. The days of people watching live TV are numbered so we suggest PPK stick with online video which can be shared on social networks and also viewed on smart phones.
Use of emotion, What to advertise and what not to
We would recommend PPK to not advertise your service, but instead to advertise the experience and the end result. This is extremely important. As is the case with emotional branding, it is a good idea to associate an emotion with the PPK name and use it in your marketing material and content. Some of the biggest brands use this technique. For example, Coke uses Happiness, McDonalds uses Love, Kodak uses Nostalgia, Harley Davidson uses Rebellion, so on and so forth. Vance Packard, an American journalist suggested that people of eight emotional needs some of which PPK can leverage. "Emotional security need" which can be leveraged through happiness and "Love objects need" are two emotional needs that Vance Packard defined that can be used by