Messaging for the Brussels Bubble
As I write, this term’s European Commissioners in-waiting face questions that will shape their future and hint towards the priorities of the next 5 years. The outset of a new term has an unmistakable energy – one filled with new faces, new priorities and a jam-packed agenda. Any organisation seeking to make their policy asks stand out needs more than traditional communications; they need powerful tools at their fingertips that can captivate and convey complex messages with speed and clarity. In this fast paced world, animation is one such tool.
Stand Out with Animation
Policymakers’ attention can be hard to grab. A clear and engaging message that cuts through the noise is invaluable. By using eye-catching and instantly relatable content, organisations can engage time-poor policymakers with clarity and agility. A short animation that turns complex information into digestible, memorable messages will stand out amid the flurry of policy papers and reports. It is a tool for accessibility and impact, able to transform pressing issues into content that both informs and influences.
But it’s more than just visuals that make animation effective:
Professional Voice Artists with Impact: A compelling voiceover artist can breathe life into an animation. A well-chosen voice imbues the message with passion, urgency, and authority, connecting emotionally in a way that written documents simply can’t.
Text on Screen for Key Points: In the fast-paced Brussels environment, time-poor viewers appreciate clarity. Highlighting essential statistics, calls to action, or key points as text on screen allows them to absorb the core message quickly. It’s a simple but effective way to make sure that nothing important is missed, even if viewers are watching on the go.
Distinct Visual Style for Brand Recognition: Animation offers the opportunity to create a unique visual style that aligns with your organisation’s identity. From colour schemes to iconography, incorporating brand elements makes each animation recognisable and reinforces trust with stakeholders.
Artwork that Simplifies: Dense reports, lengthy presentations, and data-heavy discussions can be distilled into easy-to-understand graphs and key statistics, giving policy issues a new level of clarity.
Representation and Inclusivity: Animation’s versatility makes it ideal for presenting a diverse audience and fostering inclusivity. By thoughtfully representing different demographics, backgrounds, and perspectives, organisations can visually communicate that their messages are relevant to all Europeans. This approach can help bridge gaps between institutions and the communities they serve, especially when discussing policy areas that impact a wide variety of people.
Music Sets the Tone: An uplifting, hopeful soundtrack can transform an animation from mere information to inspiration. Music helps set the emotional context, adding an extra layer of meaning that subtly guides the viewer’s experience, whether it’s the sense of urgency around climate action or the calm assurance of an organisation’s commitment to change.
Case Studies
Our work with the European Biogas Association perfectly illustrates how animation can elevate a message. The animation conveys the “Triple Wins” of biogas: environmental benefits, community job creation, and economic growth. With vibrant visuals and smooth transitions, the animation distils each point, making it instantly accessible. In a sector where schedules can be particularly busy, animation grabs attention and holds it, translating critical facts into a format that not only informs but influences.
Our animation for ecoDa, the European Voice of Directors, introduces corporate governance concepts to new MEPs. The video has an educational tone, explaining the diversity of governance models across the EU and emphasising the importance of the unique regulatory frameworks within different member states.
Through clear visuals and accessible language, the video highlights the EU’s two primary governance models—the one-tier system and the two-tier system—and underscores the need for a flexible legislative approach. Shared widely across ecoDa’s and their members’ platforms, the video serves as a long-lasting, easily accessible resource for policymakers, board members, and corporate leaders across Europe.
Our animations for Save the Children aren’t just a campaign – they are an invitation for stakeholders to understand the mission behind the organisation’s message.
First impressions matter
For public affairs professionals, an introductory animation can be a powerful opening line: a visual handshake that says, “This is who we are, and this is why we matter.”
