Unlocking Change for "Seen" Parenting Documentary

An INDI DUST Case Study

Client: ParentTV (Sam Jockel , CEO & Founder)

Partners: CS Net (Mandy Doon , Director)

Project: Visualising the Theory of Change for "Seen", a documentary on Mental Health and Parenting.

The Challenge

ParentTV’s documentary, "Seen", tells the powerful stories of parents who’ve moved from pain and confusion to a path of understanding, healing, and hope. The film highlights the importance of breaking generational trauma and building secure, healthy relationships between parents and their kids.

To maximise the documentary’s impact and generate support, ParentTV needed a visual representation of its Theory of Change – something that would show how curiosity and self-reflection can unlock deep changes in mental health and parenting.

The Theory of Change framework is a systematic approach that enables organisations to articulate their vision for change, define desired outcomes, and strategise the necessary steps to achieve them. It serves as a roadmap, illuminating the causal relationships between inputs, activities, outputs, and outcomes.

The goal was to spark curiosity, inspire hope, and motivate decision-makers, philanthropists, and stakeholders to take action.

“The role of CS Net in our partnership was to bring our experience in measurement and data collection to support Sam in developing a Theory of Change, linking the Seen documentary to measurable outcomes and social impact. This can often feel like an overwhelming and bureaucratic task.” — Mandy Doon, Director, CS Net

The Solution

Indi worked closely with Sam and Mandy to develop the "Unlocking Change" strategic concept – a visual metaphor that uses curiosity as the key to unlocking transformation. This visual story captured how supporting ParentTV’s Seen Documentary could lead to better mental health outcomes for both parents and children.

Indi took a forward-thinking approach, visualising the future of Seen before working backwards to map out measurable outcomes. The visual captured the journey from pain to self-awareness and healing, showing how generational trauma can be broken, leading to stronger family connections.

"Indi’s role was to visualise the future first. Sam and her network had developed a wealth of insights around the Theory of Change, and the key was to capture the long-term mission of Seen in a visual format. This approach allows us to communicate the mission first, and then fill in the links and measures that demonstrate the pathways towards long-term societal impact." — Mandy Doon, Director, CS Net

The result was a visual that delivered a clear and engaging message for presentations, partner meetings, and fundraising efforts. It was designed to spark curiosity, hope, and an understanding of the positive impact ParentTV’s mission could have on families.

"Indi Dust took what felt like a huge, complex story and turned it into one simple, powerful visual. The clarity and emotional impact were spot on. Video updates made the process seamless and collaborative. We’re very pleased with the outcome." — Sam Jockel, CEO & Founder, ParentTV

The Impact

The "Unlocking Change" visual has become a key tool in presentations and discussions with philanthropists and potential partners. It captures the heart of the "Seen" documentary and creates an emotional connection that encourages stakeholders to see the value in supporting ParentTV’s mission to transform mental health and parenting.

"What Indi has created with Sam is a visual method that transforms the way we communicate impact. This approach helps us think and act differently to achieve better outcomes. It’s a powerful tool that has very practical applications in driving change." — Mandy Doon, Director, CS Net

This visual storytelling approach has resonated strongly with decision-makers, helping ParentTV convey its mission with clarity and emotional impact. This sets the stage for continued success in building partnerships and securing funding.

Moving Forward

With the "Unlocking Change" visual, ParentTV is equipped to keep engaging potential supporters, building towards future funding and partnerships. The visual’s ability to evoke curiosity and hope is already driving momentum and paving the way for long-term success.

"We’ve used the visual in a number of meetings, and the response has been overwhelmingly positive. It helps us communicate our message clearly, engagingly, and with real impact." — Sam Jockel, CEO & Founder, ParentTV

Curious about how we can unlock change for your project? Drop ? Indi Tansey a message, and let’s map it out visually.

If you're interested in the documentary, you can watch the Seen Documentary trailer here .

If you'd like to explore a Theory of Change framework check out the Sopact tool here . (Thanks to Mindy Leow for the tip!)