Richard Salkeld, head of communications at Lumo and Hull Trains, explores the impact of purposeful video for building deeper connections.

In a world increasingly defined by quick exchanges and fleeting moments, campaigns with substance and authenticity stand apart. When done well, video remains one of the most effective ways of engaging emotions and effectively conveying information with impact. It is for these reasons I’m a huge advocate of the Communicate Lens Awards. Celebrating success and seeing the innovative approaches of others helps make each year even more fascinating than the last.  

The Hull Trains video series, created for Mental Health Awareness Week, demonstrates how video can transcend traditional brand storytelling, creating emotional resonance while promoting a powerful societal message.

Hull Trains might not immediately be associated with mental health advocacy or environmental consciousness. However, it is precisely this departure from expectation that made the campaign so compelling. The initiative, based around the Mental Health Awareness Week theme of movement used video content to champion the natural beauty of Yorkshire. This wasn’t simply about showcasing destinations served by Hull Trains, it was about encouraging people to find moments of calm, joy, and reflection in the spaces around them.

The short videos, led by popular broadcaster Jon Mitchell, adopted a warm, documentary-style tone, where the focus was firmly on the tranquil landscapes and mental health benefits of enjoying the region’s great countryside.

The subtlety of this format underscores an important approach in corporate communication: brands don’t always have to shout to be heard. We created a campaign that felt personal and trustworthy. It tapped into the universal challenges of mental health, offering something tangible, access to beautiful, restorative locations to our audiences.

The campaign was underpinned by research and planning with contributions from colleagues. Collaboration with our official charity partner, the Yorkshire Wildlife Trust ensured access to stunning yet easily accessible filming locations and underscored the company’s commitment to environmental stewardship. 

Our series combined storytelling, emotion, and imagery in a way that static content rarely can. In this instance, the carefully crafted narrative, supported by breathtaking videography incorporating drone shots and a trusted local voice, allowed us to engage not only colleagues and existing customers, but also new audiences with record reach and ultimately helping promote wellbeing.

The series helped further build our long-term strategy to positive well-being and reinforce Hull Trains’ identity as a people-focussed and values-driven company. It was a reminder that communication is most effective when it serves a higher purpose. 

This campaign also speaks to the power of tone of voice in corporate storytelling. Jon Mitchell’s calm, authoritative delivery brought authenticity and relatability to the videos, making them feel less like marketing content and more like a trusted guide sharing a moment of peace. Jon’s presence elevated the content while reinforcing the campaign’s local and personal touch, a critical factor in building trust with audiences.

In an era where consumer expectations are shifting to feelings over facts and emotion over evidence, Hull Trains’ approach is, I believe, a case study in the evolution of corporate communication. Audiences are increasingly drawn to brands that demonstrate care and responsibility, not just competence. Campaigns like this remind us that corporate storytelling doesn’t have to be about the bottom line; it can—and should—be about making a positive impact.

Thank you to all our contributors, colleagues and production crews who have supported the work submitted by Lumo and Hull Trains into this year’s Lens Awards and well done to all who have been rightly recognised!