Video Scriptwriting for Animated Video Series
CLIENTAmerican Association of Paediatrics
BRIEFThe AAP contracted Banyan Communications to create a series of videos in service of improving services for violence against women and children during the COVID-19 pandemic. The goal of this project was to address the unique needs and challenges of these families — along with best practices for healthcare providers to support these families.
WORKMy team and I developed three motion graphics videos addressing survivors of intimate partner violence (IPV), as well as providers and administrators treating intimate partner violence — with versions in English, Spanish, Mandarin, and Vietnamese.
Process
All content I produced prioritized the pre-defined goals for this project, which included empowering pediatric providers to recognize signs of IPV and provide resources and support, and guiding survivors on seeking help from pediatric care providers if experiencing or at risk for IPV. I defined the content strategy, wrote 3 video scripts, worked with the lead designer to develop video storyboards, and refined it based on client feedback.
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During the content strategy phase, I defined and reviewed the key overarching goals of each video with our client team, including targets for behavior change. I used high-level audience personas and engagement frameworks to illustrate how we would achieve those goals, as well as key concepts, information, and CTAs the content would convey to our target audiences.
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For the script writing phase, I used the content strategy framework and a draft of suggested content from the client to outline key content elements, from which I wrote and refined the full script. I also defined potential visual elements based on content goals. From there, I worked with the lead designer to brainstorm and refine visual elements, reinforcing themes of navigating growth and healing through visuals like trees, bridges, and blooming flowers.
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The motion graphics producer developed the final videos using the storyboards the designer and I developed. Throughout the content and storyboard development process, we incorporated iterative client feedback into the final versions.
ProcessClick the images below to explore the work
Results
OutcomesOn YouTube, these videos have been viewed by over 1000 providers and survivors to date, and have appeared in pediatricians’ offices throughout the United States. Through the development of these videos, we were able to create timely products that allowed the client to meet its objectives and ensure the well-being of IPV survivors. We equipped survivors with strategies to contact care providers and address a traumatic domestic environment, supporting them in providing better care to children and feeling less alone in domestic challenges during a global pandemic. We also gave care providers guidance on how to best support individuals and families experiencing IPV, connected them with organizations that serve these families, and encouraged them to resource survivors with the tools they need to overcome challenges and feel safe, supported, and seen.
Let’s work together
If you’re ready to work with me on a custom communications campaign for your project, idea, or business, I’d be honored to help craft your story. Drop me a line sometime — I’m here to help.