Animation to advise people about the negative effects of alcohol consumption.
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Presenting the argument
Sometimes the message in your video is not one the audience wants to hear. Animated videos are useful because they can soften the blow and provide a visual hook that maintains interest, even if the content is uncomfortable viewing.
United European Gastroenterology is a non-profit organisation that seeks to improve the prevention of digestive diseases.
They approached Shoot You to create them an animated video that would highlight the risks of alcohol consumption in developing many such diseases, including cancers of the digestive tract.
The video was destined to be shown to European Commission policy makers, who would need to reconcile the need for change in a part of the world famous for its alcoholic beverage production industries, as well as high consumption.
The right message
Adopting the correct tone, both visually and in the voice-over, was essential for this video. UEG wanted to present the information without dismissing the value of the cultural and industrial benefits. Drinking culture is deeply established in Europe but there is a cost to health associated with it.
We used a simple, 2-dimensional animation to tell this story, beginning with images of alcohol that people would find engaging – the social and cultural aspects, before working in infographics and simple but hard-hitting facts to subvert the conventional narrative.
The final video makes an effective case for changing the approach to alcohol consumption in Europe.