Picture the situation, you’re part of a (fairly old) Christian Mission Society, and you have a healthy financial update to publish.
Do you, a: Publish another report, which people may not actually read.
Or do you, b: Release a video of your staff dancing, with the main updates included.
In the case of BMS World Mission they went with this…
I may pay more attention to finances if only there was more dancing in the world
(I imagine there is a PDF file somewhere with lots and lots of numbers for people who like that sort of thing)