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NHS England
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Brake – Highway Code
Name of project
Road Safety Week 2022 explainer animation
Audience
Road users across the UK
What we did
Project management, research & concept development, visual development, design & animation
Deliverables
Full explainer animation and three social cutdowns
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Getting to grips with Highway Code rule changes for Road Safety Week.
The problem
This explainer animation continues our collaboration with Brake – the road safety charity. Together, we explained new changes to the Highway Code for Road Safety Week. The changes set out the ‘hierarchy’ of road users, giving greater protection to pedestrians and cyclists. Animation was the perfect way to visualise these intricate rules, so we developed a series of scenarios to explain the changes in action.
Our solution
The animation explains how all of us should use roads to protect vulnerable road users. Our minimal illustration style keeps the focus on the essential details in each situation. This helped simplify the key rule changes and show how they affect the audience. The film was released on Brake’s YouTube during Road Safety Week. It’s also being used by Department for Transport as well as the Driver and Vehicle Standards Agency (DVSA) Theory test app to help new teach the rules to new drivers.
Delivering amazing results
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Over 2000views
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Roadworthy designs.
Through overhead and side-on shots, our team visualised use cases for the code changes, with annotations to highlight how road users should give space and protection to other people more vulnerable than themselves. To illustrate the hierarchy clearly, we designed a variety of characters, including cyclists, horse riders and pedestrians.
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Little Motel are responsive, professional, good with communication and always deliver on schedule. The campaign has been really well received. Your simple, straightforward approach and ability to interpret our briefs so well means we save so much time.— Sophie Dilley Managing Editor Brake Road Safety Charity
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At the heart of our boutique motion and animation studio is a passion to connect and understand our clients. We’re a small team of dynamic and skilled people delivering campaign changing outcomes. Working together, the partnerships we forge with our clients are effective and long-term.
