@parke October’s FOTM is here 💗 This month, we’re incredibly proud to partner with @pinkaidorg / @pinkaid_yp for the second year in a row.
At Parke, we believe in showing up for our community, especially when it matters most. Pink Aid helps breast cancer patients and their families by providing financial assistance, access to screenings and diagnostic testing, and essential resources throughout treatment.
27% of all proceeds from this collection will go directly to Pink Aid and their mission to make sure no one has to face breast cancer alone.
We’re so grateful to @miranda.mckeon , @victoriaoglass , and @__victoriaprice for sharing their stories with our community this month. Stay tuned as we share more about their personal experiences, Pink Aid’s incredible work, and the ways we can all come together to make a difference.
Thank you for shopping, supporting, and always showing up with us. ❤︎
Personal story introduces charity campaignfrom @parke
[01]
Overview
The speaker, a breast cancer survivor, introduces herself and a philanthropic collaboration between the clothing brand Parke and the charity Pink Aid. She shares her personal story of being diagnosed at 19, explains the campaign's goal to provide financial support to patients, and highlights the importance of community and shared stories before ending with the campaign's tagline.
A film clapperboard snaps shut in front of the speaker, a classic filmmaking motif that signals the start of a story and creates a pattern interrupt.
[06]
Hook template
Steal this for your own video
Open on a [story-start cue] filling the foreground; [opening action] reveals [speaker role] framed behind it, ready to tell their story.
— Open on a film clapperboard filling the foreground; its snap shut reveals a charity campaign spokesperson framed behind it, ready to tell their story.
— Open on a cookbook filling the foreground; closing it reveals a home cook framed behind it, ready to tell their story.
— Open on a sketchbook filling the foreground; lowering it reveals an illustrator framed behind it, ready to tell their story.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
An immediate, direct-to-camera introduction that establishes the speaker's identity and key credentials relevant to the topic, signaling a personal story is about to be told.
Payoff
The Rallying Cry: The speaker delivers a concise, memorable tagline or slogan that encapsulates the campaign's ethos, followed by visuals that reinforce the theme of community, hope, and collective action.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Purpose-Driven Origin Story
Leveraging a personal, vulnerable story to establish authentic authority and drive a community-focused mission or campaign.
1
The Identity Claim
The speaker defines themselves through a series of key roles, one of which establishes deep, personal authority on the subject (e.g., 'creator, survivor, podcaster').
2
The Collaborative Mission
The speaker clearly states the 'why' behind the content—the partnership, campaign, or goal they are promoting, and explains the beneficiary's purpose.
3
The Proof of Impact
The speaker provides a concrete metric of past success and sets an aspirational goal for the future, adding stakes, credibility, and a sense of momentum.
4
The Vulnerable Anchor
The speaker shares their personal origin story related to the cause, creating the emotional core of the narrative and justifying their deep involvement.
5
The Purpose Transformation
The speaker reframes their personal struggle as a catalyst for a broader, positive mission, showing how pain was transformed into a platform for helping others.
6
The Community Bridge
The speaker transitions the narrative from their individual story to a collective one, introducing or mentioning others to build a sense of shared experience and inclusivity.
7
The Universal Connection
The speaker makes a broad, inclusive statement that connects the core issue to the entire audience, making it universally relatable and encouraging empathy.
Themes
Survivorship
Community
Philanthropy
Hope
Techniques
Personal storytelling
Cause marketing
Emotional appeal
Trends
Brand collaboration for social good
Post caption
October’s FOTM is here 💗 This month, we’re incredibly proud to partner with @pinkaidorg / @pinkaid_yp for the second year in a row.
At Parke, we believe in showing up for our community, especially when it matters most. Pink Aid helps breast cancer patients and their families by providing financial assistance, access to screenings and diagnostic testing, and essential resources throughout treatment.
27% of all proceeds from this collection will go directly to Pink Aid and their mission to make sure no one has to face breast cancer alone.
We’re so grateful to @miranda.mckeon , @victoriaoglass , and @__victoriaprice for sharing their stories with our community this month. Stay tuned as we share more about their personal experiences, Pink Aid’s incredible work, and the ways we can all come together to make a difference.
Thank you for shopping, supporting, and always showing up with us. ❤︎
Text overlays
title · end
compassion until there's a cure.
branding · end
PARKE x pinkaid
Transcript
My name is Miranda McKeon. I'm a creator, a survivor, and a podcaster. And this October, I'm Park's philanthropic marketing advisor for their second collaboration with Paincade, which is an organization that helps with with financial support for breast cancer patients and survivors. With this exclusive collection, PARC is donating 27% of proceeds to Pink Aid and last year we raised over a $150,000 no this year the goal is even bigger. I was 19 when I was diagnosed with stage three breast cancer and I had no family history, which was insane. And since then I found a ton of purpose in not only sharing my own story better platforming voices of patients, doctors, philanthropists, entrepreneurs. And, when I was going through the toughest of times it was really helpful for me to hear stories from other people who had gone through it. No, today as part of this collection we're also gonna hear stories from Victoria Glass and Victoria Price. Breast cancer has impacted all of us in some way, shape, or form, and we're forever grateful for your support. Compassion until they're secure. Secure.
Personal story introduces charity campaign | Viral Hooks
