‘Changing Minds’: Territory demonstrates the science of healing for Ad Council’s new campaign.
Tapped to create an animated video and print illustrations to support ’Changing Minds’, Territory worked in close collaboration with Wunderman on this new digital, print and broadcast campaign for Ad Council.
A joint campaign between Ad Council, Futures Without Violence, and the U.S. Department of Justice, ‘Changing Minds’ is the first national campaign in the USA to raise awareness about the impact of childhood exposure to violence, and teach simple actions that can help to heal childhood trauma.
With only 60 seconds to communicate a powerful message, the animation, titled ‘the Science of Childhood Trauma’, explains a complex emotional and neurological process quickly and effectively.
Drawing on the studio’s expertise in crafting UI and graphic narratives for film and games, the concept references familiar clinical imagery of brain, neural and synaptic structures, using stylised graphics and easily recognizable icons to deliver an accessible and engaging narrative.
“The Changing Minds campaign has offered us the rare opportunity to deliver a message that’s completely new. The visually stunning animation and graphics created by our friends at Territory helped us to tell that intricate story in an incredibly simple, engaging and memorable way. We know that their remarkable work will help us bring our message to adults everywhere, and inspire them to help countless kids lead more normal lives.” – Trevor Sloan, VP Creative Director at Wunderman DC:
“This has been an amazing project to be part of and we are proud to have been able to contribute our talents to such an important and hopeful message ” – Says David Sheldon-Hicks, Executive Creative Director of Territory
The campaign rolls out in the United States with a soft launch on 19th October 2016, and will be fully implemented across print and digital by 15th November.
