Youth mental health is a vital subject that requires nuanced understanding and sensitivity. New Word Order worked closely with Queensland Health, our animation team and our voiceover artist to create a series of Instagram reel videos designed to provide practical advice and information on how young people can improve their mental health. While resources were limited and the timeline was tight, it was a project rooted deeply in purpose that appealed to our desire to create meaningful, positive change.
And we did it in a very cute and compelling way!
This project needed big impact on a small budget and a fast turnaround. By co-creating scripts with the client, we expedited the timeline process and got it into production fast. Our next challenge was to ensure the production quality had a unique style and flavour to it, even on the limited budget. We achieved this in spades.
Being relatable was our most important strategic goal with the campaign. We understood the need for our youth audience to identify with the messaging of the campaign and take in the information in a way that best suited their lives. Another strategic objective was to be positive and optimistic in order to create a tone of encouragement when talking about mental health. We were also very mindful of the channel being used—Instagram—and used the unique aspects of the platform to strategically connect with our target audience.
The first key part of the creative was the development of an animated character—aptly named Claudy. Claudy is a little whimsical, and very gentle and wise. Claudy was animated in a lovely, simple and almost whimsical style, providing an essential lightness to the creative. We used colours and movement to enhance the positive tone. The scripts were crafted carefully to sound casual and everyday while providing strong practical and informative advice. We then voiced Claudy with an older male voiceover artist who provided a valuable layer of wisdom and understanding of life.
Our client was delighted to take carriage of this video series, which will have a long life cycle and an affirming impact on younger generations. Claudy continues to garner a strong following on Instagram as the campaign continues.