A public health message delivered as a piece people finish, rather than a poster they scroll past.
See it livewww.instagram.com/reels/DCV8Kl5ofpi/Awareness days are crowded. On 14 November every health brand posts something, and most of it is a statistic set in a nice typeface — which is read by nobody and remembered by no one.
The format fights the message too. A campaign film for social has to work muted, vertical, and in the first two seconds, because that is where the decision to keep watching is actually made.
And health messaging carries a duty of care. It has to stay accurate and avoid the two easy failures of the genre: frightening people, or being so gentle that it says nothing worth acting on.
The film opens on something recognisable rather than a number, so a viewer is already in the story before they are asked to absorb anything.
Shot 9:16 for a phone held upright, and composed to be understood with the sound off — the imagery carries the message rather than depending on a voice-over the viewer may never hear.
Motion graphics keep the piece on-brand, avoid the casting and consent problems of health footage, and let an abstract condition be shown rather than described.
Sound design, mix, captions and export in the ratios each placement needs, so the same piece works in a feed, a story and a landscape embed.
Concept and script developed against the campaign’s single message.
Storyboard and style frames signed off before animation.
2D motion graphics and kinetic typography.
Composed to read muted and vertical, with captions throughout.
Sound design and final mix.
Delivery in the aspect ratios each placement required.
A campaign film made for the feed rather than adapted to it
Message legible with the sound off
Published on World Diabetes Day 2024 and still public
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