Strategy • Insight • Creative
// Legacy Explainer
The British Heart Foundation commissioned RAW to produce a heartwarming short film that would explain how to ‘Leave a legacy’, or a gift in your Will. The legacy process had been seen by some as daunting and complex – so our key objective was to distil the process and terminology down into a simple and easily understandable story.
We proposed that using a stop-motion animation technique would be an engaging and effective treatment that suited the objective and script. The animation would feature a female character using torn pieces of real paper and card that would form images and words, visually explaining the step-by-step process. This organic, textural approach gives the film a contemporary feel whilst still appealing to an older audience. The voiceover and music then follow the character through a simple narrative leading the viewer through the story.
The BHF have a great film that effectively communicates a fairly daunting process in a concise and effective fashion. The film will sit on their legacy webpage and instruct and reassure that leaving a gift in your Will is a fantastic and easy way to leave a lasting effect that will help benefit the BHF’s research work.