Knowing what to promote and when is key to garnering support. Niki May Young highlights an example of good timing and inspiration.

Inspiration is subjective. Not everyone has the same ambitions, desires, or triggers to action. So one of the toughest challenges of charity work, something the marketing departments must face, is the ability to inspire people en masse. Whether it be to join a campaign, to volunteer, or to reach into their wallets, the audience must be inspired.

I don't know if you've heard, but there's something pretty inspirational going on right now? And it's something that many parties in the sector have been trying to capitalise on. The Paralympics, after all, is an emblem for what the charity sector can achieve - strength against adversity, the glorious results of tireless support.

Support comes in innumerous ways, not always the most obvious, and not always from the grandest sources. The smallest of charities, and the simplest of therapies can make all the difference. But no-one will know, unless you tell the story. That's where film comes in.

This is the tale of Paralympic swimmer, James O'Shea, and his journey to the Games, assisted by grassroots charity the Disability Foundation (TDF) ahead of the Games.

"We wanted to support our heroic TDF member James O'Shea in his quest for Paralympic gold and proudly tell some of our combined story - how TDF has helped him achieve with a view to raising our profile and open up new funding sources to help keep our unique charity going," said Julia Henry Lee, TDF chief executive.

And so the film functions both as promotion for O'Shea, and a call for support from the charity. It couldn't come at a more critical time. TDF's income, relying entirely on fundraising and individual giving dropped from an average of £360,000 in the four years previous to just £46,000 in year end 2011.

But importantly the main focus is on James, while the purpose and sentiment of TDF is clear. From shots of the ad hoc signs in the window, the chatting to beneficiaries in the waiting room, the smiles on their faces I understand that this is a very small charity, doing exceptional work with great warmth. Their work is complementary therapy, and James has been receiving massages in preparation for his extreme athletic challenge.

James, who this year became world number one at the 100m breaststroke and was mentored by five-times Olympic swimmer Mark Foster, calls the charity's support his "killer advantage", hence the name of the film. 

"I really want to promote to people the fact that it is so beneficial to have massage, to have just physical touch, to be listened to, to be appreciated," he says, pointing to the physical and emotional support he has received from the charity.

The process for creating the film began in March this year when the charity began discussing how to maximise its impact during the Paralympic period. They decided a human story would be the most engaging and that James O'Shea's would be the "perfect one to tell". James was put in contact with creative company Bartle Bogle Hegarty, who donated their services on a pro bono basis, as did the production company, Atomized.

Having launched on YouTube just six days ago it has received 11,278 views. The nine comments it has received so far are resoundingly positive. TDF is also in touch with Channel 5 and other media owners about other forms of support, editorial and sponsored. 

James will complete in the Paralympic 100m breaststroke on 5 September. Watch his story here: