Red Flags

The Bravehearts Foundation reached out in search of an animated solution to help communicate the warning signs of child grooming. We saw this opportunity as something too important to pass up, and a message that needed to be precisely targeted in its execution to be effective.

Our Role

After meeting with Bravehearts, we recognised that this piece needed a distinct style and purpose from their existing materials. We also connected with Engine Group to better understand the direction of their recent campaign. While the objectives of Red Flags were different, we wanted to ensure our creative direction complemented the broader strategy. Before finalising the pitch, we had several conversations with the Bravehearts creative and project management teams to make sure everything was aligned. 

Creative Solution

Moving through various phases of ideation and storyboarding, we ensured that we reviewed and adapted based on insights from key stakeholders at Bravehearts. Our primary task was to find an animation style that would convey the seriousness of the subject matter without triggering various viewers.  Leaning into a highly graphic style, inspired by early Saul Bass film posters, our animation team was able to incorporate the necessary deceptive metaphors to sit alongside the list of Red Flags. From there, we focused on making sure each frame clearly communicated the message without the need for voiceover, using simple yet recognisable animation to illustrate the warning signs.

Outcome

Being released in conjunction with the TV, Outdoor and Radio campaign, as well as a Website update. Our instructional film also began with instant success and high acclaim from those within and close to the foundation. The film and its modules have become social media posts, website content, and, most importantly, part of the toolset used by consultants, guidance officers and stakeholders attached to Bravehearts to educate families and caregivers about the warning signs of child grooming.

Testimonial

“From concepting to the final product, the Ruckus team were incredible to work with. Bravehearts gave them a challenging subject to work with that required a great deal of sensitivity and creativity to bring to life. They accepted the challenge with both enthusiasm and solemnity, taking the time to understand the subject matter, the work of our organisation, and the intent of the animation we were wishing to produce. The team was considered and patient throughout the production process, and the end result is an engaging educational asset that Bravehearts will use to inform the public for many years to come.”
Zoe Hermans – Marketing Manager. Bravehearts Foundation.