MDA Member Stories
Client: Michigan Dental Association
Agency: Redhead Creative Consultancy
Telling Members' Stories
The Michigan Dental Association (MDA) is a professional organization for Michigan dentists, connecting them as a community and providing access to valuable programs, expertise, and continuing education.
Since the start of the COVID-19 pandemic, the MDA has seen a decrease in membership, specifically among dentists who have been practicing for less than 10 years. Our team at Render Studios recommended developing a series of membership stories to appeal to this audience segment.
We knew that to reach and convert these young professionals, the videos needed to resonate with their age group’s collective values, such as social justice, diversity, balance, and positive community impact, while also showcasing the MDA's role in supporting and advancing their careers.
In collaboration with the MDA team, we identified current members with stories that spoke directly to these values and benefits. Through our preproduction research, we uncovered the most impactful narratives with Melissa, Eric, Rachel, and Lisenia.
The result? Captivating videos seamlessly integrated into the agency's campaign strategy, driving home the MDA's value to the next generation of dental professionals.
Support & Community
Melissa's video (featured above) ...
Trusting Relationships
Eric's commitment to his family and his community was apparent from the first time we spoke with him. We knew that in order to tell his story, we needed to capture b-roll with his family (including his parents and in-laws) to illustrate how he was able to achieve his dream of living and working in his hometown with his loved ones. Meaningful b-roll adds another layer to your storytelling, deepening the connection to your audience and providing essential context.
Meaningful Missions
In order to craft a compelling narrative, you have to "find the thread" that connects a person's story to the heart of the message you're trying to share. For Lisenia, we found that thread while chatting with her about her childhood in Puerto Rico and the parallels between the healthcare deserts there and in rural Michigan. From there, we were able to nicely frame her passion for equitable access.
Being Your Best Self
When we first met with Rachel, she wasn't sure she was the right person to tell her MDA membership story. We saw what she couldn't in her story and coached her through our thought process and plan. The final piece speaks for itself—a strong story of being your best by making time for yourself and leaning on your support system.
Awards and Recognition
