JAM Creative, a seasoned expert in both 2D and 3D animation, was selected to spearhead the Housing Myths Campaign for the London Borough of Hounslow. The campaign was part of the 2022 outreach programme to those at risk of losing their home.
Animation was chosen as the primary medium for this campaign due to its engaging and visual nature. Upon receiving the commission, JAM Creative embarked on developing a compelling script and storyboard that could effectively convey the campaign's message. However, it was essential to approach the project with sensitivity, given the delicate nature of Council communications and the potential for scrutiny from internal and external stakeholders.
The heart of the campaign lay in empowering residents in need to seek help before falling into homelessness.
To ensure the characters represented in the animation were authentic and relatable, JAM Creative invested significant effort in researching and crafting extensive backstories for each featured character. These stories were intended to mirror the diverse reasons why individuals might find themselves at risk of losing their homes. JAM Creative took community engagement seriously and arranged focus groups within the London Borough of Hounslow. By involving residents from the target audience in the creative process, we gained valuable insights into how the stories would resonate with the intended viewers. This collaborative approach helped ensure that the campaign's messages would connect effectively with those who needed it most.
The final output was a profoundly informative and sensitively produced animation, which served as the centrepiece of both a TV advertisement and an ongoing social media campaign.
By strategically combining different marketing channels, JAM Creative ensured that the campaign's message reached residents across the entire borough, significantly improving their lives.
The Housing Myths Campaign for the London Borough of Hounslow demonstrated the power of animation and thoughtful storytelling in tackling complex social issues. By leveraging our expertise in animation and our commitment to community engagement, JAM Creative successfully delivered a compelling campaign that encouraged residents in need to seek support and prevented homelessness within the borough. The collaboration between the agency and the local community exemplified the potential for positive change when creative talents align with a meaningful cause.