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.

Approach

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.

Results

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.

Get in touch

If you are looking for a creative way to inform your target audience, please get in touch with Ollie Machin, our business development manager, on 020 7831 6060.

Where next?

Clients Include

"RAW are great to work with. They understand our briefs, collaborate with us well on what are often sensitive subjects and contribute lots of creative ideas. Their work for us has always been produced to a high professional standard."

Sam Care
British Heart Foundation