Hand drawn animation to demonstrate the benefits of a new drug.
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A tricky subject
Serious diseases are tough subjects to make videos about. Many people do not want to watch a video that discusses ill health since it is uncomfortable to think about ourselves in that way.
When producing such a video, we have to work harder to ensure that it is visually striking and has a compelling narrative that encourages audiences to keep watching.
The CML Advocates network supports patient groups and provides a platform for people diagnosed with leukaemia. It aims to raise awareness and make as much information as possible available about the disease.
The network wanted videos to illustrate case studies from its “Faces of Courage and Hope” book. Each story was a personal account by a CML patient, detailing their experience and focussing on positive messages.
Keeping it simple
When the subjects of intensely personal stories are not going to be on-screen, we look for other ways to convey personality and intimacy.
A hand drawn approach is an excellent way to do this. While it is possible to create very life-like animations, we often find simpler is better when it comes to portraying personality.
In the finished videos, very minimal line drawings are embellished with splashes of colour, giving this video animation a distinctive aesthetic.
The visuals in the animation are kept deliberately spare, allowing the viewer to focus fully on the story being told in the voice over. For similar reasons, background music was not used for these videos.
Leukemia is a naturally a concerning condition, although pharmaceutical developments have brought treatment for several variants.
Personal case studies are a great way to get the message across, yet tracking real people can be invasive and take a number of years. Our client asked for a video which could condense their case history.
They provided valuable detail for a script which spans the years, yet can be viewed in under 2 minutes. A story about building a life due to advanced medication and the confidence this can bring.
People need to be equally comfortable viewing the video and feel the story relates to them. An opportunity met by creating characterful content through animation.
Whilst animated characters can be made to look realistic, this can bring an artificial feel. Hand drawn animation allows for individuality.
The movement within our animators chosen style also helps, part of producing a video which is in a way reportage. Viewers feel they are seeing and hearing the story of a life, told by the person at the centre.
A carefully chosen, natural voiceover and a deliberate lack of background music added to the charm and authenticity. Artistry left alone, to produce a video which could speak person to person.
We understand that many people viewing this healthcare video did find a valuable message. Hopefully one which would bring encouragement for the future.