SRUK patient information animation series

The Brief

Scleroderma is a rare, progressive condition, which can often take years to be diagnosed. The team at SRUK asked us to create a series of short animations that focus on the emotional impact that diagnosis and disease progression has on patients. The animations are aimed at those who anticipate or have received a diagnosis of systemic sclerosis, with the goal of helping them to feel better supported and informed, and less afraid and isolated. We would be addressing three key stages in the patient journey:

• The emotional impact of diagnosis
• The impact of new organ involvement, specifically pulmonary arterial hypertension
• Living well with scleroderma and pulmonary arterial hypertension

The Approach

We began by developing a narrative for each animation using source material from patient workshops, case studies and podcasts. We decided to have a different lead character for each animation who would deliver their story in the first person, bringing a personal, natural and relatable feel to each story. We shortlisted voices for the team at SRUK to choose between for each animation. The use of talented professional voice artists delivering the scripts with feeling and empathy ensures that viewers connect with their stories.

Having developed the scripts, we crafted storyboards that visualise the three narratives with realistic scenarios. Our lead characters are seen in their day-to-day life: visiting their specialist, at work and with friends. It was important that the animations sensitively visualised the adjustments that people need to make to live with their condition – adapting their routine, finding new hobbies, and using mobility aids – whilst offering support, understanding and useful information.

The visual style for these animations is centred on the warm, welcoming SRUK brand. We created a cast of characters that are diverse and relatable, with settings that are easily recognised, whilst remaining uncluttered and clear to the eye. Key text animates alongside the action on screen to aid message delivery, and all animations are subtitled to ensure accessibility to all.

Each animation ends with the simple, clear and essential message that ‘SRUK is here for you’ with support groups, a helpline, information and hope.

The Result

The animations are now live on YouTube and are currently being rolled out on SRUK’s Facebook. They are already prompting viewers to share their personal experiences and encouraging people to reach out for help and support.