AP Content Services was tasked with filming and photographing the EU’s relief effort as Sweden tackled its worst forest fires in decades. Working on a very tight deadline, the AP producer had just 24 hours from project sign-off to ensure the crew was on location and ready to shoot. The remoteness and dangerous conditions only added to the complexity of the shoot.
AP Content Services routinely monitors global crises in preparation for being called upon to create commercial content in potentially dangerous environments.ECHO was assigned a senior producer who was already familiar with the client and able to organize the shoot logistics quickly and efficiently. This ensured the shooting and editing producer, and photographer were deployed and ready to shoot within 24 hours of project sign-off. The crew and client were connected to the London-based producer throughout the assignment, who could immediately respond to changes in circumstance and provide additional global support when required.A selection of video clips and still images were edited on the ground and filtered back to ECHO’s online social media platforms for instant newsworthy content. A full selection of edited still images was later delivered to ECHO for additional social activity, news release and marketing purposes. A full HD VNR was also edited and distributed across AP’s global media network. This was followed by a detailed monitoring report of tracked exposure highlighting a global broadcast pick-up of 314 hits on 52 channels across 25 locations worldwide.
Still images were edited on the ground and filtered back to ECHO’s online social media platforms for instant newsworthy content.
A full HD VNR was edited on the ground and distributed across AP’s global media network.
“Upon our short-notice request, AP Content Services managed to quickly find and deploy a crew to document EU assistance to the summer 2018 forest fires in Sweden. It was a great pleasure to work with them, despite the challenging conditions. We truly appreciate the involvement and professionalism of the AP Content Services team who helped successfully accomplish this mission.”
The European Civil Protection and Humanitarian Aid Operations (ECHO) department helps over 120 million victims of conflict and disasters every year. Collectively, the European Union and its member states are the world’s leading donor of humanitarian aid. The aim is to save lives, prevent and alleviate human suffering, and safeguard the integrity and human dignity of populations affected by natural disasters and man-made crises.
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The Content Services group is separate from the AP newsroom. While sponsorship arrangements are available surrounding AP's news coverage, these do not include any brand influence or oversight of the coverage. AP Content Services' custom brand storytelling projects, conversely, do not involve AP editorial staff and do invite brand input and review.