World Health Organization, Regional office for the Eastern Mediterranean.
The need to to raise awareness of the health risks associated with tobacco use in general and on the specific situation of the Eastern Mediterranean Region highlighting the negative impact of local tobacco consumption and to spur a behavioural change in the target audience.
To create and execute an effective awareness campaign on the risk of tobacco use through the creation of an engaging animated infographic video.
In order to ensure a constant and effective communication, we structured the video animation in four sections. Each section contains a memorable and action-oriented message, emphasised through a visual sign/icon and the voice over. The video tone of voice is balanced and includes both modern and attention-grabbing graphics mixed with a more institutional copywriting style to addresses a diverse target audience (e.g.: governments, public authorities, institutions and public opinion) For the message to better resonate with local cultures, key concepts have been visualised with images that are culturally relevant and that can facilitate the identification with the messages. In addition, the video has been done in three languages: english, french and arabic.
An impactful emotional message to engage on individual level our different target audiences, and, at the same time, to stimulate the sharing of the video on both social media and institutional channels.