We spoke to Emma Bracegirdle, founder of The Saltways – a video agency that specialises in content for the 3rd sector. With their background in charity, the Saltways team create impactful films without high production costs – making their work accessible to organisations looking to spotlight their work and cause.
What inspired you to start your agency?
It all started when I was working as a fundraiser for a charity. I began experimenting with creating content on my phone and quickly saw how much more engagement we got—not to mention how much the people we were filming enjoyed being part of it. When we finally got budget approval to work with a production company, I noticed a real gap in the market. There wasn’t anyone who truly understood the charity sector, who could help shape both the messaging and creative vision, and most importantly, who knew how to produce films ethically while properly supporting the storytellers.
So we decided to make our first film ourselves—a simple but powerful piece about a young person’s journey through homelessness and how the charity had helped them turn things around. Its success came from its simplicity—just one person’s honest story and the genuine impact the charity had made. The film raised a fantastic amount of money, and most importantly, the young person featured was really proud of it. That’s when I knew I wanted to help other charities create that same kind of authentic, impactful content. So I did lots of research, speaking to people in the sector, and The Saltways was built from there.
How does your team’s background in the charity sector influence your approach?
Having worked in charities ourselves, we just get it. First off, the charity sector attracts genuinely lovely people with strong values, which makes every project so much nicer. But it’s more than that—charities don’t have to waste time explaining the unique challenges of their sector to us. We already understand safeguarding, processes, and what actually works to get the results they need. It’s like having someone on your team who speaks your language.
What makes a charity film truly impactful?
Authenticity, pure and simple. It’s about giving people the space and time to tell their story in their own way, without trying to force it into a predetermined box. When you trust in real stories, they resonate every time.
What’s a memorable project you’ve worked on, and what made it special?
We co-created a film with a group of young people affected by Huntington’s Disease, and it shows why ethical filmmaking matters so much. Instead of coming in with preconceived ideas, we worked alongside them to develop everything—the messaging, style, and content. They chose to focus on the powerful message “you are not alone,” specifically targeting other young people who’d just discovered they were affected by the disease. While the final film was beautiful, the most meaningful part was that these young people felt truly heard and respected throughout the entire process. That’s what ethical storytelling looks like in practice.
What are the biggest challenges of running your video agency, and how have you overcome them?
Like any business, securing work is always up there! But our unique challenges revolve around staying true to our values while growing. Working with freelancers is a delicate balance—we want to give them creative freedom while ensuring our ethical standards are maintained. It’s about finding that sweet spot between letting go and keeping control of the quality and approach that makes us different. I am not sure I have solved those problems yet, but it is a work in progress.
What advice would you give to charities looking to create their first professional film?
Do your research—it makes all the difference. If you’re making a fundraising film, chat with your current donors about what made them connect with your work. Planning volunteer recruitment? Sit down with your volunteers and understand their motivation. Use these insights to build your message before you even think about switching on a camera. And here’s something crucial that often gets overlooked—when working with an agency, make sure you’ll have access to all the footage they capture. It’s about ethical ownership of your stories and being able to use them respectfully in different ways down the line.
How do you approach building and leading a team that shares your passion for charity work?
It starts with finding good people who genuinely give a shit—that’s non-negotiable. We keep everyone involved at every stage, sharing the results of each film and connecting them directly with the cause. When someone films a powerful story, they get to see how that story creates real change. It’s about making sure everyone feels they’re truly part of the impact we’re creating, not just making content.
What trends are you seeing in charity storytelling, and how are you adapting to them as a video agency?
Authenticity is absolutely huge right now, and honestly, it’s about time! We’re taking this even further by launching a learning program in February where we’ll teach third-sector organisations how to create impactful films using their phones. It’s about democratising storytelling and putting the power back in the hands of the organisations and the people they support. When you give people the tools to tell their own stories, that’s when you get real authenticity.
What’s one piece of advice you’d give to other creative agency founders about growing and sustaining their business?
Do more of what makes your heart sing, and don’t be afraid to say no to work that doesn’t align with your values. It might feel scary turning down opportunities, but staying true to your ethics and passion isn’t just good for the soul—it’s good for business too. When you’re genuinely excited about every project you take on, it shows in the work, and that’s what brings more of the right clients your way.
Thank you Emma for sharing your passion and insight with us! If you want to chat more about The Saltways video agency then connect with Emma here!
