Transforming complex medical science into an engaging animation that empowered millions.
HEART UK needed a powerful way to cut through the complexity of cholesterol and inspire action. With nearly half of UK adults affected and heart disease remaining a leading cause of death, the stakes were high. To get this message across, we created an engaging, character-led animation and social campaign designed to break down the science, simplify the message and give the charity a powerful platform to connect with audiences in a meaningful, accessible way. And it worked, with over 4.1 million people viewing it within the first XXX weeks/months.
Simplfying the complex
Cholesterol is a difficult topic to explain. Complex terminology like LDL, HDL, triglycerides and TC:HDL ratio can quickly overwhelm audiences, even when the information is vital. We began by shaping a script that distilled the science into simple, relatable language. Each key term became a memorable character – LDL ‘the lazy one’, HDL ‘the active one’ – transforming abstract concepts into something visual and engaging.
Once the core narrative was in place, HEART UK provided the script with additional clinical insight to ensure the messaging was accurate and medically correct. This ensured the content was both technically sound and widely accessible.
The creative solution
Our design focused on being clear and inclusive. The animation avoided typical medical cues and we instead designed a warm, character-led visual world. A vibrant colour palette was used to evoke trust, approachability and energy. The colours worked to soften the seriousness of the topic without undermining its importance.
We carefully paced the animation to make sure information could be easily digested by the audience.
A confident yet friendly voiceover struck a balance between authority and reassurance. The tone avoided clinical detachment or patronising over-simplification – instead, it helped the audience feel informed, supported and empowered to make their own decisions.
We made the science understandable and memorable, without being
scare-mongering or overly simplistic. And this human-centred approach gave HEART UK the platform to engage their audience with this vitally important message.
Extending the campaign reach
We produced a suite of supporting social media assets, including short clips, character graphics and stills. These were strategically designed to spark curiosity and drive engagement, giving HEART UK the tools to create momentum and keep the conversation going beyond the initial video launch.
The impact
Launched across HEART UK’s website and social media channels as part of an awareness campaign, the animation delivered outstanding engagement with a 28.5% increase in YouTube views, 4.1 million people reached and 7.3 million total impressions.
But most importantly, it supported HEART UK in achieving its core objective: empowering more people across the UK to take control of their heart health, through greater understanding and the confidence to act.