Storytelling to help a nation understand a crisis.
solution
Meaningful Storytelling
deliverables
Explainer
Decode
When Covid-19 struck, the UK government needed to help a scared and confused public to understand complex concepts like the R-number, track and trace, at home testing. With a single shot to land these ideas in an intense media environment, the stakes were high.
Humanize
People follow guidance they understand and feel positively towards. We took a largely open brief and translated complex science into warm, clear, human storytelling, which aimed depoliticize the information and make it feel accessible and reassuring.
Activate
Explainer animations
Produced at speed by a global animation team.
Live broadcast integration
The series of animations were played during Boris Johnson's broadcasts, reaching a national television audience.
Results
The broadcasts were among the most watched in British television history. Critical concepts like the R number became widely understood and followed by the public.