King’s College London
Ending The Stigma Of Obesity
Weight-based stigma is pervasive and impacts people in every aspect of their lives. To make matters worse, the advice people with excess weight receive to eat less and exercise more doesn’t work and oversimplifies our bodies’ complex processes. We worked with King’s College London to draw attention to this important issue.
The brief
Our creative team needed to make an explainer animation that tackled these widely held misconceptions head-on and showed the devastating impact of weight-based stigma. We needed to connect with viewers at an emotional level, share research and explain scientific evidence in a way that was understandable, impactful and memorable.
The animation
Our explainer animation for King’s College London required a careful, considered and tailored approach that resonated deeply with audiences. To do this, the creative team centred the narrative around a character called Emma. Emma’s story highlighted the personal and medical impacts of weight-based stigma, and its shocking pervasiveness in a way that all viewers can relate to. The team weaved facts into Emma’s narrative, evidenced by key stats, that brought home the severity of the issues.
This set the foundations for the second part of the narrative, which explained the origins of weight-based stigma and delivered science that counters common misinformation. Drawing to a close, our clear call to action emphasised the importance of dealing with obesity stigma and introduced the Joint International Consensus Conference.
This project and its vital message drew on our creative team’s visual thinking and storytelling skills, and we’re delighted with the impact it has had!
“You’ve all been amazing! Super accommodating, creative and a joy to work with. Obviously a big shout out to Bella and Suze on the front end but also to the animators and anyone else involved in creating the final article.
The Client
King’s College London has been a cornerstone of education for almost 200 years. Today, their work touches on many important issues and includes ending the social stigma of obesity. At King’s College London, Professor Francesco Rubino and his colleagues have helped create an International Consensus Statement and pledge to eradicate weight stigma.
The context
Learn more about the pledge to end weight-based stigma here.
To turn your complex idea into a whiteboard animation, contact us or book a creative consultation today.
