This animation created for NSPCC, sets out to explain the Tipping the Scales concept which describes the outcomes of child development.Think of a child’s development as a scale. The way the scale ends up tipping is like the outcome of the child’s development, so we want it to tip towards the positive side. Positive things like supportive relationships get loaded on one side and negative things like abuse, neglect or community violence get stacked on the other. The goal of every community is to have development tip positive for as many kids as possible.
We created an illustration style that would engage a wide target audience. Visualising the narrative through real life moments to emotionally engage the viewer, before describing the more scientific themes using the Tipping Scales metaphor. The balance theme evolved into our animation; a flowing journey with unexpected changes of scale and perspective creating twists and turns. Resulting in a serious but hopeful film which can be easily understood and shared as a tool to help children speak out, and adults to take action about abuse.
Produced by Fred & Eric
Producers: Jamie Pigram & Sarah Killeen
Creative Direction: Maggie Rogers
Design & Animation: FAB