Webby Awards: Best Use of Animation and Motion Graphics
Up and Away and Out of Sight: Motion Graphics Campaign
Background
Every year, approximately 60,000 young children are brought to the emergency room because they get into medicines left within reach and sight. To prevent future Accidental Unsupervised Ingestions (AUIs), our healthcare trade association client partnered with the Centers for Disease Control and Prevention (CDC) and its PROTECT coalition of leading health and safety organizations to launch a safe medicine storage awareness and education campaign targeted toward caregivers of young children: the Up and Away and Out of Sight campaign (“Up and Away”). Historically, the campaign has promoted our message via partner activation and targeted earned and paid media efforts, using still images and infographics to illustrate our message. The campaign’s new sustained use of motion graphics across our 2017 rallies has proved to be a cost-effective way for the campaign to leverage its still images in a new way, highlighting the specific moment of risk when children get into medicines they shouldn’t. Both engaging and informative, the Up and Away motion graphics successfully alert thousands of parents to the risk of unsafe medicine storage and keep their families safe in the process.
Strategy and Execution
Many media formats cannot adequately capture the urgency and anxiety a parent feels when they see their child reach for something that could bring them harm. So, after years of promoting still images and infographics, the Up and Away campaign decided this year to explore how our creative concept – “if they can see it, they can eat it” – and the urgent action it inspires could manifest in motion graphic format. The motion graphic format particularly complements the Up and Away message because it uses motion to guide parents’ eyes through key moments of risk. We watch children find and reach for improperly stored medicine and are drawn in to their worrisome discovery. In this moment, the motion graphic heightens the viewer’s anxiety and is designed to inspire targeted parents to take action and store their families’ medicines safely.
In the first graphic, promoted during Poison Prevention Week 2017, we depicted medicines left out in a visitor’s purse near a child’s living room play area, illustrating how easily and quickly children can access medicines when parents look away. The second, created for National Safety Month in June, shows the danger of improperly stored medicines when families travel during summer vacation. Finally, for the start of cold and flu season in December, the third motion graphic features cough and cold medicine – left out from dosing an older sibling –now left out in sight and reach of a baby brother. By highlighting these risky moments during resonant times of year, our motion graphics personalize the risk and importance of safe medicine storage and keep the issue top of mind, no matter the situation or season.
Evaluation
Our motion graphics were shared by healthcare industry leaders, including the CDC, U.S. Food and Drug Administration, Safe Kids Worldwide and National Safety Council, and were promoted through paid social advertisements on Facebook and Instagram, garnering 1,112,675 impressions total and yielding a year-to-date engagement rate of 26.4%. Our campaigns throughout the year consistently demonstrated such high engagement rates with 26.14% for our Poison Prevention Week motion graphic ads, and 26.8% for our National Safety Month motion graphic ads.
Up and Away motion graphic ad engagement rates significantly and consistently surpassed average Facebook video engagement rates of 4.2%, demonstrating the deep resonance that our creative approach has on targeted viewers. We expect that our final motion graphic ads for cold and flu season will yield similar results by its conclusion on December 24, 2017.
