Snow is falling softly in South West Wales, but inside CETMA’s community hubs the warmth of connection is unmistakable. This year, the Llanelli-based organisation has taken inspiration from Charles Dickens’ classic tale to create A CETMA Christmas Carol, a festive video that blends storytelling with the real-life impact of its work.
For Keith Evans-Hurley, Director of CETMA, the project was about finding a creative way to showcase the not for profit organisations mission. “The idea of reimagining A Christmas Carol felt like the perfect way to show that CETMA’s work is about hope, transformation, and community spirit. It gave us a creative way to connect with people emotionally while showcasing what we do,” he explained.
The video uses CETMA’s three offices to represent the Ghosts of Christmas Past, Present, and Future. Llanelli reflects the past, where CETMA first built its reputation through digital training and confidence-building. Kidwelly embodies the present, with families receiving food and warmth through the community fridge. Swansea points to the future, symbolising a vision of stronger hubs and wider support. “It just fit beautifully,” said Evans-Hurley.
Balancing festive magic with grounded reality was key. “The snow, the warmth, the voices — they set the scene. But the real stories of people we’ve helped are the heart of it. It’s not fiction; it’s our everyday work told through a festive lens.”
The script was carefully crafted to weave authenticity into the narrative. “We started with the idea of the three ghosts, then mapped them onto our offices. From there, it was about weaving real experiences into the story. I wanted it to have a fun feel to show that we are real human beings, but also a serious vibe to reflect the seriousness of the work we do.”
Volunteers played a central role, decorating, acting, and sharing stories. CETMA chose not to feature real clients, respecting their privacy, and instead had volunteers act on their behalf. “CETMA is nothing without its volunteers, and I wanted that to shine through,” Keith said.
One moment during filming stood out in particular. “In Kidwelly, when families arrived at the community fridge, the atmosphere was incredible. There was laughter, gratitude, and a real sense of togetherness. It wasn’t staged, it was genuine community spirit shining through. That moment reminded me why we do this work, and why telling the story matters.”
The video also looks ahead, with the Ghost of Christmas Yet to Come offering a hopeful vision of stronger hubs. “It’s very close to our real ambitions. We want to expand, strengthen, and reach more people. The video is a vision, but it’s also a roadmap for where we’d like to go.”
For Keith, storytelling is more than festive flair, it’s a vital tool for inclusion and empowerment. “People connect with stories more than statistics. Creative media lets us show the human side of our work, and that’s what builds trust and engagement.”
As for the message he hopes viewers take away, it’s simple: “Christmas isn’t just one day. At CETMA, every day someone finds support, friendship, or hope. And that’s the real spirit of the season.”
If you would like to get in touch with CETMA for support, get in touch in the following ways:
Email: in**@*******rg.uk
Phone: 01554 556996
Web: www.cetma.org.uk
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