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Monday, 30 November 2020

CHARITY TODAY AWARDS

Why BBC Creative appointed Flow to create this year’s Children in Need animation

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THESE are challenging times for charities with many of their usual fund-raising activities severely hampered or impossible due to COVID-19. In this context, it’s even more important than usual that they still connect with supporters.

Charities need to tell their stories in an engaging and impactful way that commands attention and connects emotionally. And smart charities know that the way to do it is through film. It’s about creating a connection, and the best way to do that is using the power of visual storytelling.

The science and psychology back this up. One study found that brains can absorb and process information 60,000 times faster by video than text. We retain 80% of what we see, 20% of what we read, and 10% of what we hear.

Animation is a great way to do this. That’s why BBC Creative has appointed award-winning animation studio, Flow Creative, to create an animated TV commercial for this year’s Children in Need campaign.

The two-minute film, as well as several cutdowns, is running now in readiness for November’s Children in Need fundraising appeal show; in a first-of-its-kind junction takeover.

It visualises what the campaign is about, explains its importance, and crucially tells a story that will have impact and command attention. It’s compelling, resonant, and showcases just what makes the appeal so powerful.

Animated content is about telling stories – and storytelling is one of the most powerful tools that charities can use to connect with their audience, creating that brand awareness and brand loyalty that all businesses crave, forming those relationships which turn people into buyers and advocates.

Flow have worked closely with BBC Creative and celebrated children’s author and illustrator, Tom Percival, to create the film. Tom, creator of popular children’s books Ruby’s Worry and Perfectly Norman, has written a new story especially for the film, which Flow have brought to life through animation. They have been working collaboratively with Tom, storyboarding and visualising his story, as well as animating his artwork. And it’s been a success.

Flow’s creative director, Karl Doran, said:

“It has been wonderful to work with Tom and the creative team at the BBC on such a lovely project. Children in Need is such an amazing charity and the fundraising partnership with the BBC has helped to raise millions and helped so many kids over the years, we’re really proud to be able to contribute to that effort.

“We know that right now is a tough time for charities, and that’s why they need to embrace storytelling techniques that really excite and engage the viewer. We believe that animation is the perfect way to do this.”

Tim Jones, creative director at BBC Creative said:

“We’re really excited to have Flow Creative on board for this project. Having worked with them before, their playful animation portfolio felt perfect for the narrative, and we’re all delighted to see how they’ve brought Tom’s illustrative style to life.”

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