Jean Hailes came to us with the challenge of putting together an animation describing the menstruation cycle to young women. The result is the All You Need To Know About Periods video.
To break down taboos about a woman’s period and describe the menstruation cycle to young women.
The video had to be:
There is a taboo around discussing menstruation and blood. That’s why animation is the perfect medium for this type of project. By using animation we softened the tone of the message and made the video more accessible. Because animation deals with archetypes rather than stereotypes we were able to create a main character that represented all young women rather than a figure that could be identified with a specific culture and class. The first draft of the script had a lot of medical terminology to describe the menstruation cycle. We paired this back to the essential terms and maintained engagement using visual metaphors, such as the image of oestrogen as a huffing and puffing athletic figure. These are images that viewers can relate to rather than scientific symbols that are abstract. With all these changes we developed a video that was informative and entertaining while also being emotionally engaging.
Thanks to Jean Hailes for the opportunity of doing this video. Check it out here.