Stillbirth Consultation
Ministry of Justice asked us to create a suite of animations calling for responses to a new government consultation on the laws around coroners investigating stillbirths.
The campaign’s objective was to invite responses to the consultation from people with experience of the issue: charities, medical staff and parents who may have experienced this type of bereavement.
Client
Ministry of Justice
Role
Sole designer
Expertise
Design, Animation
Challenge
The animations had to be gentle enough to encourage responses to a distressing topic.
I wanted to evoke sensitivity and care. I decided on a hand-created element to form the core of the video: origami.
Solution
Each animation features an origami shape from the natural world – a rose and a dove – placed gently on a grey background. The folded origami also shares a visual language with MoJ’s triangular branding, which appears across their entire identity including social media. The videos were filmed in the studio using my iPhone.
Result
The original tweet received over 2,900 engagements and content was shared by government departments including Number 10. Within two days of launching the consultation, around 100 responses were submitted – far higher than MoJ’s usual response rate. This is part of the next step forward in improving maternal care in the UK.