Help us help you.
A video animation designed for Red Cross Australia aimed to educate people on the importance of the Red Cross emblem and the problem with outside brands and people replicating and misusing it.
My Roles:
Video / Motion designer
Animator
Advertisement Designer
Tools Used:
Adobe Illustrator
Adobe Aftereffects
Timeline & team
12 Weeks
Individual
ABOUT.
The Problem - Businesses use the Red Cross emblem when branding which devalues, and confuses people’s ideas of what the emblem means. This severely affects the protective power it has in a war-torn area putting Red Cross personnel at risk.
Intentions - To create a piece of design that Red Cross can get the most use out of by making it applicable to a number of different scenarios. Mainly focusing on reaching design and healthcare students as they are the most likely future offenders. However, it will further be broad enough that it is something that can be used to educate all audiences.
Feedback - Red Cross wants something they can see the benefits of in the short term over just long-term change. Also, they want suggestions for the best avenues of marketing to reach the targeted audiences.
objectives & goals.
Primary Goal - To educate designers and healthcare workers on the value of the colour red in the Red Cross emblem and how that must stay exclusive to the Red Cross organisation.
Secondary Goal - To educate the general public on the common misuses of the Red Cross emblem and express the importance of not replicating or miss representing it.
Tertiary Goal - to create more awareness of the Red Cross as a brand on who they are and what they do.
Framing the problem.
• The problem when looked at more directly is the misuse of the colour red in the Red Cross emblem and how that is actually more important in representing the brand than the cross itself. This is due to colours having a stronger more recognisable connection between people and brands than just shapes and icons.
• With this knowledge I want to focus on highlighting the importance of the colour red in the emblem and if a cross absolutely must be used, suggest acceptable alternatives such as simply swapping out the red with any other colour.
The solution.
Animation Video:
What?
• A short but engaging animation video that is easy to view and understand.
• It will express the role the emblem plays in times of conflict and war highlighting its importance and value and that it must be respected and not toyed with or replicated.
• It will finish by providing alternatives to the Red cross emblem by expressing the importance of the colour red being exclusive to the Red Cross organisation.
How?
• A series of moving image and text slides with clean and engaging transitions and movement with all design elements contributing towards getting the message across in the shortest amount of time while not losing the viewers interest.
Where?
Posted on Youtube as a video or as an ad on other videos
Social Media (Facebook post, Instagram story)
Played in an educational presentation.
Used on the Red Cross website.
Attached in an email.
Who?
• Can be easily targeted at Design and Healthcare students. However, it will be able to be applied to any audience through the right marketing.
CONCEPT.
Title - "Help us help you".
Idea - Help us by respecting the Red Cross emblem, and help us by spreading the message so we can then help “you”.
Visual Direction / Story - The Red Cross emblem will be the focal point of the video. It will stay on the screen the entire duration of the video and move from scene to scene placing itself onto appropriate objects and buildings within different scenarios.
Moreover, onto examples of misuse of the emblem at places like medical centers or on merchandising items.
Styles - Text scenes, animated background scenes, and a mixture of both together.
Final Design Video Animation
Benefits & potential.
• Benefits of a video include a more memorable and improved brand recall as they keep the viewer engaged and stimulated. This extra stimulation improves brand recall and allows them to retain more information and properly understand the importance of the emblem.
• The video’s engagement and views will be a strong indication of how well it is being received for a video on a topic like this being one that is applicable to all people. It creates a sense of community and incentive for people to play their part and share the message to make a change.
• The video has the potential to drive more traffic to the Red Cross website as videos statistically have the highest click-through rate as opposed to other mediums such as text and image posters. This increase in web traffic can be capitalised on and allow them to explore the website and develop a greater understanding of who and what the Red Cross are and do.