Animated Video Production that Empowers Teacher's Voices for Positive Change

CLIENT: Oxford University Press

SECTOR: Education

SCOPE: Animation | Illustration | Creative Direction | Social Media Graphics

OUP commissioned us yet again to deliver another important animated video production.

The academic publisher wanted to encourage participation in a customer experience survey. Seeking to convey the pivotal message that positive change arises when one speaks up. Our objective was to create an emotionally resonant animated video. It should illustrate the transformative power of speaking up. Plus, evoke empathy and understanding amongst teachers, driving them to contribute feedback through a survey. Our approach narrated a typical journey with relatable examples from the daily lives of teachers and students. Our animated video showcased student progression from confusion and concern to understanding and accomplishment. It visually portrays what could be stopping learners from reaching their full potential. Capturing pupil concern and distress, the narrative delves into underlying causes. The animated video starts out with a teacher grappling with the frustration of poorly executed homework. A montage of sequences reveals the struggles faced by students, a child trying to study amidst chaos in the kitchen. Another is squinting at the board from the back of the classroom. Another student is lacking a course book they needed.

The video narrative emphasises the pivotal message that nothing changes unless someone speaks up. Signalling a turning point in the story when a teacher, is portrayed with a speech bubble that reads, 'How can I help?'. Leading on to improved teaching experiences we see a student finding peace in a quiet after-school study zone. Another moves to the front desk, with a student checking out a resource from the library. The screen displays, 'As teachers, we know that feedback can transform our classroom experiences.' This reinforces the importance of feedback. The video concludes on a positive note, with the once-concerned teacher now smiling. The screen displays, 'Now it's your turn to speak up.' Then, 'Tell us how Oxford University Press can improve and help make your teaching experience better.' The video closes with a clear call to action to take the survey.

GWCM crafted an emotionally charged, relatable animated video that resonated with teachers. It effectively communicates the transformative power of speaking up. It inspires educators to voice their thoughts. They are encouraged to contribute to the ongoing improvements in educational experiences. Our campaign exemplifies the impact of storytelling on positive change within education. OUP shared the animation across their social channels recognising their customers are the key to unlocking the full potential of OUP products and services.