NJCDC x Paterson FEC: Expanding Access to Financial Counseling

Goals

The goal of this nonprofit animated video was to help Paterson's low to middle-income residents learn about and access this valuable free resource that could transform their financial wellbeing.

The client came to us with four clear objectives:

1. Increase awareness among Paterson residents, especially those with limited financial resources
2. Highlight the most valuable and relevant services the FEC offers
3. Present the center as a welcoming environment with non-judgmental, passionate counselors
4. Provide a clear call-to-action for residents to schedule appointments

Creative Approach

We chose 2D animation with enhanced illustrations to tell the story of "Jane," a Paterson resident experiencing financial stress symbolized by a persistent storm cloud following her everywhere. This visual metaphor effectively communicates the emotional burden of financial struggles in a relatable way.

The narrative follows Jane's journey from financial stress to empowerment through her encounter with Mayor Andre Sayegh, who introduces her to the FEC's services.

Mayor's Strategic Involvement

A distinctive feature of this project was the direct participation of Paterson's Mayor Andre Sayegh, which provided several key benefits:

• Enhanced Credibility: By having the mayor personally introduce the FEC, the video immediately establishes the program's legitimacy as an official city-backed initiative.
• Trust Building: In communities where residents might be skeptical of financial services, seeing their elected mayor personally endorse the program significantly increases trust. His appearance signals that the FEC is not a commercial enterprise but a genuine public service.
• Local Leadership Connection: The mayor's presence reinforces the message that city leadership is actively invested in residents' financial wellbeing, creating a sense that the program is truly "by Paterson, for Paterson."
• Personalization of Government Services: Rather than presenting the FEC as an anonymous institution, the mayor's involvement humanizes the city's approach to financial assistance.

In the storyboard, the mayor literally picks up a coin that slips from Jane's fingers - a powerful visual metaphor showing city leadership directly helping residents with their financial challenges.

Local Connection

To establish an authentic connection with Paterson residents, we incorporated recognizable local landmarks throughout the animation:

• The iconic Paterson Great Falls National Historical Park
• Historic brick architecture typical of Paterson's industrial heritage
• Downtown Paterson streets and storefronts
• A representation of the Congdon Mill building where the FEC is located

Key Messaging

The nonprofit video production addresses specific financial challenges residents face:

• Feeling overwhelmed by financial problems
• Struggling with overdue debt and credit issues
• Difficulty covering basic living expenses
• Lack of access to safe and affordable banking services

For each problem, the FEC presents a clear solution:

• Professional guidance for various financial issues
• Help understanding rights and negotiating on behalf of clients
• Connections to free resources that reduce costs
• Access to trusted financial services and products

Visual Storytelling Elements

The video employs several effective visual storytelling techniques:

• The persistent storm cloud symbolizing financial stress
• The transformation of the cloud dissipating as Jane receives help
• The rolling coin that leads Jane to the mayor, representing how small financial decisions can lead to significant change
• Transitions between Jane's real-life struggles and her interactions at the FEC
• The final scene showing Jane's family enjoying life without financial stress

Results & Impact

The video successfully communicated that the FEC provides:

• 100% free services with no income restrictions
• Professionally trained counselors
• Confidential, non-judgmental support
• Ongoing support whenever needed
• A simple process to schedule appointments

The final call-to-action presents getting financial help as being "only a call or click away," with the FEC, NJCDC, and City of Paterson logos prominently displayed, reinforcing the partnerships behind this valuable resource.

This project demonstrates how animation can transform complex, potentially intimidating subject matter into an accessible, emotionally resonant narrative that motivates viewers to take action toward improving their financial wellbeing.