Network Rail wanted to promote and explain their Routes out of Homelessness (RooH) partnership with Shelter, Big Issue Foundation, Crisis, Railway Children and End Youth Homelessness to internal and external stakeholders.
The aim of the animation was to raise awareness of the charity partnership which aims to reduce homelessness around the railway network. It was also to encourage fundraising and volunteering for their five homelessness charity partners among the workforce, using the vision statement: Together, we will support people to find their own Routes out of Homelessness.
The piece was mainly focused on raising awareness of the challenges and aims of the partnership, rather than launching it, as the animation is to have a longer shelf life than just the launch.
In busy station environments and in people's busy lives, it's increasingly difficult to gain attention. And to have a message cut through the noise, even for important and widespread issues such as homelessness.
Based on this, our suggestion was to rely on a simple and straight-forward communication method that would help our message stand out in the crowd. Bold use of uplifting colours, and clear statements, backed up with a human touch help to ensure the animation was noticed and properly engaged with, making sure that the message hits home.
We recommended including some texture within the design and hand-written typography for realism and immediacy - to show that this is an issue affecting real people, right here and now.
We suggested producing two animations, one shorter and one longer. The shorter version is being screened at Network Rail owned stations up and down the country, as well as on Yammer posts (internally within Network Rail) and on social media posts (external by Network Rail and the charities). It's more suitable for the shorter attention span typical in these stations.
The longer animation is on the RooH page of the Network Rail website - intended for those who have longer to dwell and who want to find out more.
We opted for a simple, straight-forward communication method that would help our message stand out in the crowd.
We used bold colours and clear statements, giving our campaign impact and a human touch.
We created two animations - one longer version and one shorter one.
The client and charity partners were delighted with the animation, which they felt captured the positive and emotive vibe of the project.
The post shared on Yammer featuring the animation had received 618 views as of 8th November 2020.
The partnership's Virgin Money Giving page has raised £3.4k to date (as of 19th January 2021).
raised on Virgin Money Giving (to date).
animation views on Yammer within a matter of weeks.
Both Eleven and the project team at Network Rail were keen to develop a solution which exuded character and humanity. We advised that this could be done purely through the script and without the use of human characters, as this could feed certain stereotypes of what a homeless person "looks like".
Instead, we were able to add character and humanity to the words themselves, in a positive and upbeat way. This also reduced the overall cost of the animation, saving our client money.