Faculty of Dental Surgery, Royal College of Surgeons of England

The Brief

Our client for this project is a Specialist Doctor in Oral & Maxillofacial Surgery, who is leading a research project on infant tongue tie and the relationship to breastfeeding difficulties. 

Having secured the support of the Faculty of Dental Surgery of the Royal College of Surgeons of England, the surgeon commissioned us to produce an animation providing evidence-based information on the subject to help healthcare professionals and parents.

The Approach

Work began with a detailed review of the background materials shared by our client – these included guidance from NICE, the British Society for Paediatric Dentistry, Academy of Breastfeeding, American Academy of Pediatrics, Canadian Paediatric Society and more.

Having familiarised ourselves with these background resources, we were ready to discuss the subject in detail on the project kick-off call. We agreed an approach that would provide clear, concise information, with an emphasis on the evidence it is based on. We needed to convey this messaging in a professional but also approachable and welcoming way, so that it would be suitable both for healthcare professionals and worried parents. We drafted a script with this in mind, mentioning both the medical and familiar terms for the condition and treatment, and using easy to understand language throughout. 

We developed a visual style for the animation that is realistic and relatable, with a cast of characters that includes mother and baby, and a range of healthcare professionals who are seen carrying out their roles in clinic settings. Bold key text and intuitive graphics are used throughout to support clarity and understanding, and we created subtitles in both English and Welsh to aid accessibility.

Results

The animation is now live on RCS England’s Faculty of Dental Surgery channels, providing a resource for dental surgeons across the country to share accessible information with parents and families.