Animation

Mental Health Awareness
Week 2021

The Challenge

The Mental Health Foundation has a clear mission, to help people to thrive through understanding, protecting, and sustaining their mental health. For the second year we worked with with the UK based charity on their flagship annual campaign Mental Health Awareness Week. We helped to define the campaign objectives, key messaging and call-to-actions, and created  the campaign branding. The theme for this year was Nature, and specifically the mental health benefits of spending time in and connecting with nature. The campaign style fed through a range of deliverables, including animation, supporter packs, OOH advertising, case study films, reports and social media content.

Brand images
Instagram Stickers
Guidelines
The Solution

The biggest challenge in this campaign was creating a broad appeal that resonated with a very wide and diverse audience. The MHF was trying to reach literally every UK adult, a huge task but a worthy ambition to help as many people as possible at a time when we all need a boost to our mental health. The look and feel for the campaign, the messaging and the call to actions had to be accessible and appealing for them to reach and engage with the UK’s diverse population. 

To make the visual style of the campaign appealing and relevant we used a mixed media approach of combining quirky illustrations, photography, film and bold hand drawn typography. This enabled us to create an adaptable campaign that resonated with each platform’s audience, no matter what their personal circumstances were. We also ensured that we showed a diverse mix of races, abilities and environments to help the content connect with everyone in the UK.

We worked with a typographer and hand lettering artist for the hand-drawn typography element, creating positive short messages that would uplift people and inspire them to find out more. These were used in a range of different ways, from the main campaign lock-up to a suite of social assets and print documents. 

The Illustration style was playful and fun, showing a diverse range of people connecting with nature in a huge range of ways. These illustrations were used across all comms assets too, enabling the campaign to feel accessible and friendly in tone, while delivering serious content and guidance.

Fundraiser Packs
Downloadable Resources
Animation

We created an animated hero film in the mixed media campaign style to help them share the message and talk about the importance of Nature to our mental health. The script had to be fun and engaging, to get across the seriousness of the message, but in an accessible and friendly way. The quirky, illustrative style mixed with filmed footage and photography makes a rich and widely appealing look that that enables the film to be accessible to a diverse audience. 

Styleframes
Animation
The Result

Our work with the Mental Health Foundation enabled them to gain more reach and resonance this year than ever before. Through a bold creative style, clear and inclusive messaging, they have grown their following and, hopefully, helped a lot of people to improve their mental health through connecting with nature.

Some of the key highlights for this years MHAW were:

 

  • The Foundation secured over 25% share of voice for MHAW which is up by 3.3% compared with 2020. 

 

  • There were 1,654 unique media mentions of the Mental Health Foundation during MHAW reaching an estimated 58.2m people (according the Foundations media monitoring Cision), a slight increase in mentions compared to 2020 (1,410 mentions and 181.4m reach).

 

  • The Duke and Duchess of Cambridge engaged with MHAW by holding Mental Health Minute on Friday 14th May, 2021. This activity significantly boosted coverage alongside a widely covered mid-week visit by the Duke and Duchess to Wolverhampton. The Royal Foundation also provided a graphic of Duchess of Cambridge and a quote for the Foundation to use specifically on the Foundation’s social channels.

 

  • A very wide and eclectic range of celebrities and public figures engaged with the week. Some of the highlights included a Letter to Editors from Julie Walters, Gail Porter talking about mental health on C4’s Steph’s Packed Lunch and insights from Dr Radha.

 

  • This year for the first time Wales secured extensive quality coverage across all media types during the week. ITV News Wales at 6pm interviewed Jenny Burns live, whilst also featuring a pre-recorded interview with a case study of Ruth Knight from Standing Together Cymru as well as Natalie Sadler.

 

  • First time ever both Foundation’s hashtag #MentalHealthAwarenessWeek and #ConnectWithNature were trending in the UK on Twitter at #1 and #2 position on the first day of the Week.

 

  • Secretary of State Health Matt Hancock recorded mental health video with CEO Mark Rowland. They discussed the scale of the mental health problem and the evidenced-based preventive solutions that could be actioned to tackle this growing concern.

 

  • Foundation’s Programmes have been heavily featured during MHAW this year, Standing Together Cymru attracted a lot of media attention including ITV Main News Wales

 

  • Joint project with WWT London Wetlands Centre to assist hundreds of people gain access to nature through Blue Prescriptions Programme. This was featured on the front page of The Guardian. 

 

  • Over 6,000 schools pack being download showing the importance that nature plays on children’s mental health. Plus, The Week Junior puts us on the front page (circulation of 240,000 targeted at young people).

 

  • Over 1.1 million page views on the Foundation website, around 80% of which is from new visitors. Nature Top Tips received over 80,000 page views.

 

  • Engagement on Facebook grew by 45% from 2020 to 2021, even though there was a decrease in followers.

 

  • To date the Direct Mail Appeal has raised £10, 838 and still counting exceeding its income target of £9,000 already. The appeal focussed on the Nature Peer Education Programme for Schools and young children
GIFs
Testimonial

Thank you for your amazing work – it's been very important for growing us and Mental Health Awareness Week as a brand.

Richard Grange - Associate Director of Communications and Media

The Mental Health Foundation

The Challenge

BBC Creative approached us to bring 2020’s Children in Need national TV commercial to life. Due to the difficulties with live-action filming as a result of COVID-19, this was the first time the Children in Need advert would appear as a fully animated two-minute junction takeover. The commercial needed to feel emotive yet positive, and shed light on the ways Children in Need supports the UK’s most vulnerable children, whilst also encouraging donations from the public.

Styleframes
GIFs
The Solution

The narrative, written and illustrated by children’s author, Tom Percival, focused on three children’s experiences with isolation, poverty and adapting to a big life change. In collaboration with BBC Creative and Tom, we developed a storyboard that worked with the expressive illustration style and told the stories of the three characters in the most fitting way. Our team supported Tom with creating illustration and artwork, and animated each scene so that it felt hand crafted and seamless. The film was supported beautifully with a bespoke music score composed and recorded by Alex Baranowski.

Character Design
Storyboard
GIFs
The Result

In the run up to November’s Children in Need show, the two-minute commercial aired to build support for the night. Alongside the hero film we produced a 10-second teaser, and series of 20, 30 and 60-second cut downs that all aired on BBC One and Two. 

We’re looking forward to seeing the final donation numbers following the live show and are extremely proud of collaborating on an important campaign for such a worthy cause.

To hear more about the real charities and the incredible people they support, click here.

 

Oneness Ident
Rigs
GIFs
Testimonial

Flow were a dream to work with, they were collaborative, imaginative, turned around feedback in record time and made the whole process incredibly smooth. They really care about what they do and put absolutely everything into the project, which is reflected in how beautifully it turned out.

BBC Creative

The Challenge

Blackpool Council asked us to make a film reassuring parents that sending their children back to school is the right choice. In the time of a new normal, parents and children might feel nervous returning to education. Blackpool Council needed a film that showed every precaution being taken to make sure nothing gets in the way of children enjoying their learning. Appealing to both parents and children, the style needed to be accessible, bright but packed with useful information.

Styleframes
GIFs
The Solution

The campaign was rolled out across animation, print, vans, bus stops and social media advertisements. Positive and uplifting, the tone of the animation remained approachable – easing the anxieties of returning to school. Balanced with serious information, the design informed parents whilst exciting children for their new school term.

Printed Material
Roll Out
The Results

The campaign was successfully rolled out onto several different touch points. Bold and playful, the animation was used on social media and in schools to help ease everyone back into the new term.

GIFs
Testimonial

From start to finish, the team at Flow Creative have delivered above and beyond. Working to a very tight deadline, the team created a bespoke multi-channel campaign with flair, dynamism and patience. It completely nailed the brief and brought our vision to life.

The Challenge

The Mental Health Foundation is a UK charity whose mission is to help people to thrive through understanding, protecting, and sustaining their mental health. This year they asked us to help create a look and feel for their annual Mental Health Awareness Week. As part of the official government response to COVID-19, the theme for the week was kindness. We helped establish a brand which fed through animation, fundraising packs, reports and social media content.

Social Graphics
Instagram Stickers
Guidelines
The Solution

We created a brand that dealt with serious issues but felt positive and left the UK feeling optimistic. The style championed the Mental Health Foundation green along with a character-led illustration style. The combination of geometric shapes and abstract textures communicated subtly how mental health can make you feel off-balance and muddled but the friendly characters kept the topic of mental health approachable and reassuring.

Fundraiser Packs
Downloadable Resources
Animation

As part of the suite of materials for this campaign we created an animated film to help them spread the message and talk about the importance of Kindness. We wanted the script to be fun and engaging, to get across the seriousness of the message, but in an accessible and friendly way. We developed the script into a poem, and the comedian Mark Watson, an ambassador for the charity, recorded the voice-over for the film. The quirky, illustrative style comes alive in animation, and bespoke sound design adds the finishing touch.

Styleframes
Animation
The Result

The animation and digital materials are currently part of the UK government’s official response to COVID-19 and has encouraged people to fundraise for the Mental Health Foundation during May, staying active during the current pandemic.

GIFs
Testimonial

“We were really impressed by the creativity Flow brought to the mix and they felt like a great fit for this important campaign for us. We’ve loved collaborating with the team and the campaign materials they’ve produced are amazing.”  

The Mental Health Foundation
The Challenge

Join the music revolution! Lickd is a cutting-edge online service that provides licensed music for digital creators to use in their content, featuring songs from artists such as Noel Gallagher and Sam Fender. Lickd asked us to take their brand and add our motion magic. We created an in-depth motion brand guidelines that featured ident, lower thirds, paid social advertising and thumbnail design.

Motion Guidelines
The Solution

We built on the existing brand adding new gradients, slick graphic sound waves and bold typography to create professional and cohesive motion guidelines. The motion exudes a contemporary cool which appeals to its audience; the new generation of creators.

The Result

The guidelines have been rolled out for all social and video content and the Lickd team are able to keep their brand consistent whilst moving. Their content is now dynamic and polished, establishing them as a trusted provider of legally licensed music.

Challenge

We’re not sure if you’ve heard but there is a global pandemic going on right now. Here at Flow, we wanted to spread some laughter and positivity with everyone during these difficult times. We did this by doing what we know best, animation! This series of playful videos featuring a range of quirky illustration styles, shows off some top tips for surviving the awful situation that we all find ourselves in currently.

Styleframes

01: Create a pleasant workspace

Those who can are working from home, setting up a nice background for office video calls can be difficult.

02: Find ways to workout

Isolation means no going to the gym, in times like these we have to get creative with our equipment.

03: Stay at home

This tip is all about staying at home. That’s it, that’s the tip.

04: Wash your hands

If you weren’t before, you should really be washing your hands. A lot.

05: Avoid touching surfaces

Avoid touching surfaces where you can and if you can resist.

06: Help someone with their shopping

It’s important to be kind and help each other out, especially the most vulnerable people in our community. We hope your furry friend is as helpful as this guy!

Result

A set of 6 social animations with characterful animation, contemporary illustration, and in-house SFX to boot. The animations reached over 6,000 people on Instagram alone and hopefully made a few people smile at this unprecedented time.

The Challenge

We collaborated with BBC Creative to create an exciting trailer to advertise CBBC’s new year content. The trailer needed to appeal to their young audience and get them excited for new and returning shows to the broadcast channel.   

GIFs
The Solution

The concept of the 30-second commercial focused on people getting ready for the big show – new year, new content! We see guitars being tuned, dance shoes being laced up and chalky gymnast hands preparing to use the bars. 

 

We crafted a mix of striking illustrations, bold typography and video clips from CBBC shows – it needed to feel punchy and exciting but not too childish, so that it would engage the 6-12 year old audience. 

 

The fun visuals were paired with an upbeat music track from Rizzle Kicks, ‘Skip to the Good Bit’.

Storyboards
Version 1 of CBBC animation storyboard for BBC Creative Version 2 of CBBC animation storyboard for CBBC Creative Fully illustrated animation storyboard for motion graphics animation Final Animated Storyboard for TVC with BBC Creative
The Results

The trailer was aired across the netwroks broadcast channels, including BBC1 and BBC2, as well as BBC iPlayer, social channels and across UK cinemas.

Process
Testimonial

Flow was a fantastic team to work with, they completely understood our brief and then took it to the next level with their amazing work. Communication was easy and the project was managed very well from start to finish

BBC Creative
The Challenge

You Are Not Alone (YANA) Festival is a Manchester-based music festival in aid of mental health charity, Manchester Mind. The festival needed a positive, playful identity that could be rolled out across all communications, from ticket sales build-up to the event itself.

Logo Lockup
Brand Assets
The Solution

We developed a friendly illustrative style that reinforced connection and inclusivity; the main motif of the festival is two elongated arms coming together in harmony. We used mismatched typography of different weights and sizes to complement this, giving the brand a playful feel. Social cards were released in the run up to the festival to announce artist line-ups and new venues!

Artist Cards
Social Media Cards
The Results

YANA debuted on 30th March 2019 in Northern Quarter venues The Whiskey Jar, Jimmy’s and Night & Day. It was a sellout festival and the sun even shone in Manchester for the occasion! Plans are underway already for YANA 2020, so watch this space…

Posters
Commemorative Poster
Risograph Poster
Event Collatoral
Yana designed and illustrated event wristbands Yana illustrated and designed event banner Yana branded and designed event pass
#YANAfest
Photography: Neil Winward
Testimonial

We want to give a huge big ups to Flow. Can’t recommend them enough. Standout work, the nicest and easiest staff to deal with, literally 10/10. Thanks for everything.

You Are Not Alone Fest
The Challenge

Since they moved online in 2016, BBC Three have asked us to create over 100 videos. The channel is firmly established as an online leader, so our work has to be funny, up-to-the-minute, and perfectly executed. The challenge in each video is to get the viewer to stop scrolling, by offering something that’s eye-catching, different, and new.

Case Study
BBC Three
The Solution

We’ve developed a witty format for shareable social videos. Each one is short and punchy, and casts a satirical eye over the week’s events in sport, politics and entertainment. This content has helped BBC Three to build a brand voice that resonates with their users and generates audience loyalty.

BBC Three
The Results

Our content has achieved massive online reach, helping BBC Three to grow at an incredible rate. As well as generating over 40 million views in just the past year, BBC Three’s YouTube following has jumped from 45,000 to 346,000; Twitter from 200,000 to 760,000; and Facebook from 50,000 to 1.6 million. Our most successful video so far on Facebook is an Anchorman Premier League mash-up video: it scored 25 million views, with a total reach of 79 million, including 255,000 likes and 337,000 shares.

Testimonial

Working with Flow Creative has provided an extraordinary boost to what we are doing at BBC Three. Since moving online we have set about becoming one of the biggest and best online brands in the world and we have done that by pushing boundaries, being bold and creating some extraordinary content. As an overall campaign, Flow Creative’s video work has been extremely effective in connecting with and growing our online following.

BBC Three
The Challenge

In this multi-award-winning project, we worked with Arts Council England on a multi-purpose brand toolkit. The client needed a consistent look and feel for all Investment Process communications. It had to be positive and playful without being flippant or unprofessional – serious and considered without being stuffy or corporate.

Case Study
Printed Material
Printed Campaign for Arts Council England Arts council England print materials Arts Council England Printed booklet Arts Council print materials
The Solution

We created a brand concept based on organic forms and patterns, reflecting the nourishment and growth that Arts Council funding supports. The icons and illustrations are formed of petals and geometric shapes, which can be combined as building blocks to create scenes. Arts Council materials often include complex information, so we made sure that the design style added clarity.

Animation
Illustrations
Arts Council England illustration for website Arts council england design and illustration for website Arts Council England Hero Illustration Arts Council England Website homepage
Animation Frames
Arts Council England animation frames of illustrated house and trees Arts Council England Map of the UK Arts Council england scene from animation illustration of person painting for animation painting Arts Council animation scene about funding illustration of combined arts for arts council england animation Arts Council England illustration of dance for animation Arts council england brand illustration of libraries for animation Arts council england illustration of literature for animation Arts Council Illustration of Museum from animation Arts Council England illustration for brand and animation Arts Council England illustration of Theatre from animation Arts Council England branding for visual arts used in animation
The Results

This has been the Arts Council’s most successful communications campaign yet! It’s resulted in record-breaking online engagement, and a big increase in applications. The project has received industry acclaim, too. It was Highly Commended in the International Drum Design Awards, and won four Big Chip Awards – Best Use of Animation, Best Use of Digital Design, Best Public Sector Campaign, and the Grand Prix Award for the best overall work of the year.

Icons
Social Cards
illustrated Social Media posts for the arts council Arts Council England social media card advertising key dates Arts Council England Social media posts advertising events Arts Council England Social media posts and branding
Testimonial

Flow brought fresh and interesting ideas to the table as we developed the look and feel for our communications. They really listened to what we needed, what our challenges were and what success would look like for us - and I have to say they nailed it for us.

Arts Council England
Flow Creative
The Red Hat