Educating & Training About Serious Health Issues Through Animated Video
Benecol wanted to educate and train people on the many benefits of the product whilst keeping the information light and easy to digest and understand. To help Tell It Better, we used a mixed media style brimming with characters, imagery, text and graphs.
The opportunity
Most people in the UK know the name Benecol, or would recognise the packaging from supermarket shelves. But not many people know why it’s important, and even less would know what it does. They knew there was a huge opportunity to showcase how their product helps to lower cholesterol, but they also knew that weighty brochures, or even complex websites wouldn’t cut through the noise.
This animated video needed to have enough depth and knowledge to satisfy a Healthcare Provider audience (HCP) made up of doctors, nurses and dieticians. But it also needed universal appeal to keep the layman’s attention also.
What we did
We designed a creative style that used a mixed media approach. Graphs and information design showed clinical study outcomes, photography and video showed the humans involved, and animated characters brought the visuals to life - without the limitations of reality. This gave us the breadth to cover detailed scientific information, emotive storytelling and characterful charm that stayed true to the brand.
The main video had a run time of several minutes, but in the script-writing process we created clear chapters that were used as breakpoints for shorter videos to be cut out of the hero asset. The client was then able to use these specific chapters in marketing campaigns, social media and follow up/retargeting efforts.
The outcome
Due to compliance constraints, we can’t show the full animation, but the client was extremely happy with the process and delivery of this project.
We continue to work with Benecol on other animations.
Marketing Lead
Science Communications & Nutrition Manager
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