Turning a brief into a clear message, for warehouse staff and PIV drivers
Above: The 5 core rules for fork lift operation: See production details below.
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Video explaining the brief
Communicating Across Borders
Our client, Johnson & Johnson, operate in 57 countries and use Powered Industrial Vehicles (commonly fork lifts) in many of them. Key safety messages needed to be understood globally, across languages, cultures and educational barriers.
Johnson & Johnson Brief
The video was not intended to teach every nuance of driving a PIV. As our client explained, the ability to drive them is rarely the issue, safety standards can be.
They wanted to ensure everyone understood the core rules, to help their staff stay safe. Each element put across in a way which would stay in mind.
Safety can also reflect courtesy and cooperation. Part of creating a good working environment and the ethos of the message they wanted to see.
Alongside listening to our client’s staff, we researched PIV safety principles and looked at current videos. A few were okay, although only if you understood the language they were narrated in.
In consultation with J & J, we decided there would be no voiceover and minimal text. Simply a culture crossing sound track, with a few effects to highlight segments.
Communication would be by symbols, red and green, ticks and crosses, others that drivers the world over would recognise. Internationally understood language without language.
Animated video seemed the best choice by far and we created a storyboard containing all the core points, for our animation team to take forward.
The storyboard focused on 5 key safety rules. They should be differentiated, yet the video needed continuity. Storyboard sketches were turned into models who would feature throughout.
The backgrounds these models worked in were kept quite simple. No high tech, architect designed warehouses. Better to adopt a workplace which would be representative of most countries.
The industrial style closure of each rule added to the scenario. Part of making people feel they were watching a video which applied to them, had been made just for them.
We liaised closely with J & J as the animated video came together. Ensuring that staff on the ground were happy with the message and felt others would be.
The script made sense to all and a great job by our animators. Few tweaks needed, just a sound track to sync in, plus effects to ensure closure and opening of each point would be clear.
Although text sections were nominal, not a problem to swap these out into multiple languages. Making sure that staff everywhere enjoyed that clarity.
This animated video had a valuable task to perform. Keeping people safe as they go about their working day.
Safety in an industrial environment really does revolve around an understanding of basic necessities. A core check list in mind which stays there.
We understand that J & J’s staff everywhere found the video clear and helpful. Our team pleased to help theirs.