Challenge:

Create a NFP educational video that promotes "consequence thinking" (slightly different to behaviour change). The film needs to educate about risks of brain injury related to road safety and drug and alcohol abuse.

Our primary target is school students (mainly high school) and traffic offenders (18-65). It is also important that people with an acquired brain injury be able to watch the film and not feel ashamed or disrespected.

Possible Angles:
* "It could be me" (getting people to own the possibility that they could end up with a brain injury through risky behaviour)
* "3 Seconds to take action" (i.e. your choice in that moment could lead one way or the other)
* "If only I knew" (having that drink, driving tired, distraction while driving, not driving to the conditions)
* "Life is so different now"

Solution:

Having worked in this space while producing our award wining educational series for traffic offenders, we knew that an interview based film would be costly and resource heavy. It also wouldn't be too different to every other educational film about ABIs - heavy and hard to watch.

We knew that we needed to create something that would engage our audience (ie., potential 'perpetrators') in a way that involved them but didn't come across as judgemental. It also needed to be entertaining (so it would be shared) and avoid being patronising or disrespectful of people living with ABIs.

Humour is a fantastic vehicle for delivering challenging content. It disarms us and helps us drop our mental shields. Inspired by the simplicity of another video that used an analogy to explore a sensitive subject (Tea and Consent), we developed an analogy of our own - What your head is not…

We focussed on creating a short film that was funny, a little crude and a bit absurd.  The animation was kept basic to emphasise the simplicity of the message. We kept the central character generic (non specific age, race) to avoid stereotyping or alienating our audience.

The resulting film has not only won awards it is kicking goals with it's target market - they're listening and more engaged in the discussions that follow than ever before. And to top it all off, Headstart are so happy with the look of the film they are rebranding around it.

 

Awards:

FINALIST: Best Educational Video, National AVPA Awards. 2016 

Credits:

Video production company / agency: Good Eye Deer
Producer: Olivia Olley
Director: Gavin Banks
Writer: John O'Brien
Voice artist: Daniel Stoddart
Illustrator: Colin Bennett
Animator: Chris Chapman
Editor: Gavin Banks
Sound design: John Roy
Music: Vanoss BG Music

 

feedback

We cannot recommend Good Eye Deer enough…from our first meeting with them to the launch of our new film about Brain Injury in June 2017. As a brain injury specialist service, we have for many years attempted to locate films that increase people’s awareness of brain injury and help reduce the incidences of ABI in our community. The films we found just didn’t meet our need for something substantially “different”…we wanted a new approach!

GED tackled our notions of what we wanted and how we wanted to do it, with professionalism, great sensitivity and such skill. How do you hammer the community screaming “Please be careful..the risk is not worth it” and then have people think about changing their behaviour … the brief was a challenge…yes!

Finding an agency that really was able to connect to our needs was a daunting task for us…the best part was that I could trust the GED Team to represent people with an ABI in a sensitive and professional way, whilst also challenging the community to think about their choices and consequences of their actions.

GED made it happen. The film “What your head is not!”” is engaging, with a touch of humour and challenges all ages to think about that split second decision. It doesn’t preach but does treat our audiences with respect and we are receiving great reviews. Importantly it was our organisations first film venture and we had such fun in collaborating with the team at GED.

Thanks Good Eye Deer…really looking forward to the next time we get to play together again!!

Sue McHattie, Director
Headstart ABI Services

 


As someone who had a severe traumatic brain injury when I was 28, I’ve never really seen media that can capture ABI well and educate at the same time -until I saw this video. Great work, Good Eye Deer, the best I’ve seen.

Melanie Nicholson
Entrepreneur Consultant 

Headstart Acquired Brain Injury Service, Newcastle