From complex scientific concepts to clear, human, and depoliticized communications, to keep the nation safe and informed.

+ Cultural Readiness 


+ Meaningful Storytelling

+ Unlocking Growth

The COVID-19 pandemic had just struck, presenting the UK government with a critical and rapidly evolving challenge to communicate effectively and ensure public safety amidst uncertainty.

The main challenge was how to effectively and reassuringly communicate complex scientific concepts, such as the 'R, the rate of infection,' and critical processes like testing in care homes and 'track & trace,' to a worried and confused public. Traditional, authoritative messaging was insufficient to build the necessary understanding and compliance.

CONTEXT

CHALLENGE

STRATEGY

Implement a storytelling approach to translate complex scientific and public health information into accessible, reassuring, and actionable communications. This strategy aimed to build trust and foster widespread understanding, moving beyond mere facts to connect with the public on a human level.

Methodology

  • 01

    Audience Architecture

    We conducted rapid assessments to understand the public's confusion and anxiety, identifying key scientific concepts that required simplification without sacrificing accuracy.

  • 02

    Storytelling Strategy

    We developed an approach to transform complex scientific data into clear, human, and depoliticized messages, ensuring the information resonated with diverse audiences rather than alienating them.

  • 03

    Creative Ambition

    We needed to move beyond a medical or ‘governmental-feeling’ style and tone. Drawing inspiration from different verticals and trends, we paired a friendly script with a modern and warm visual language.

  • 04

    Innovation Explainer

    Three animated explainer videos were produced and broadcast live, leveraging global animation teams to meet the rapid and evolving deadlines of the unfolding crisis.

  • 05

    The work became a cornerstone of the government's communication campaigns, featured prominently in Prime Minister Boris Johnson’s addresses to the nation.

RESULTS

The campaign's centerpiece broadcast was among the most watched in British television history. Subsequently, critical concepts like 'R = the rate of infection' became widely understood and followed by the public, demonstrating the profound impact of clear, human-centered communication during a crisis.

DELIVERED

Live Broadcast Integration

3 Animated Explainer Videos

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