Animation vs Misinformation: The role of animation during the pandemic - Video Marketing Examples #15

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Over the past year, we’ve seen animated video increasingly used in an interesting way: as a tool to combat misinformation and fake news around the coronavirus pandemic.

Just recently, the Australian Government Department of Health has released a wide range of animated videos about the vaccine rollout...

The video uses simple animation, calm, methodical voiceover and reassuring ambient background music to simply lay out how vaccines work, and dispel any concerns the viewer may have.

A quick scroll through the department’s YouTube feed shows how heavily they’ve relied on animated video as a public information tool throughout the pandemic.

These all tend to be in the 1-3 minute ballpark, and are localised into a range of different languages to ensure accessibility. And they all use the same relaxed, slick storytelling style.

And just as it’s a global pandemic - video, too, is a global tool.

We’re seeing animated videos being used by governments and health bodies around the world as a powerful tool to explain topics like when, and how, to wear a face mask....

...how vaccines are developed and delivered...

...and even how to look after your mental health in quarantine…

So why is animation chosen - and why does it work so effectively - for these essential public information campaigns?

Quite simply, it’s because of all the same reasons animation is the perfect medium for any explainer video.

• Animation is innately accessible. The vibrant colours and presentation both hold, and grab, our attention and keep us watching.

• The tone-of-voice used in these videos is universally straightforward and simple. Slick, minimalist animation is the perfect visual accompaniment and it creates an easily digestible package that helps the information stick.

• These aren’t amateurish whiteboard animations, nor do they fall back on low-budget clipart: they’re slick, seamless, professionally designed with an eye for modern trends. With this, comes a sense of credibility: these are messages that look and feel sophisticated, subtly signalling that it’s information you can trust.

• Animation allows us to represent things that aren’t visible to the naked eye. This is particularly useful in illustrating, for example, how vaccines work, giving people an extra layer of understanding that otherwise simply isn’t possible.

• Flexibility of character design means animated video can be inclusive and reflective, making sure characters represent diversity and inclusion, building empathy and relatability with the viewer.

• With total control over look, feel, transitions and scenarios, these videos can educate powerfully without any hokey acting or stuffy talking heads undermining the core message. Animation compliments the powerful layer of science that underpins the video.

This is all significant in the context of a vaccine rollout that demands ordinary people to make decisions about their own health based on complex science - against a disturbing backdrop of fake news, misinformation and conspiracy theories.

What these videos do well - as animation always does, frankly - is to help people understand complex topics in a simple, powerful, easily digestible and fun way. 

And, ultimately, of course, that helps them make the correct decision.

Feeling inspired?

We’d love to talk about how these same principles can apply to adding extra impact to your message - whether you’re raising awareness, educating your audience or, indeed, looking to grow your business. Get in touch and let’s chat!