TSI (Tidiga Samordnade Insatser) is a big national project aimed at helping kids that have a hard time in school or at home but where the issues aren’t severe enough to fall under any public jurisdiction. To target these kids the TSI initiative is organizing and funding projects where schools, healthcare and social services try different ways of cooperating to reach these kids early.
A prudent and important mission, but a bit hard to comprehend.
Our task was to make a video explaining the idea behind the project and the potential benefits from collaboration. With the bouns ask to make it emotionally engaging.
Our solution is an animated video where a poetic voiceover talks about different problems, big and small, in a deliberately vague way. Letting the viewer fill in the blanks and decide the details based on their own experience. We combined this with an 1980’s inspired animation style hoping to transport the target audience back to their own childhood.
We where happy to discover that this approach seemed to resonate well with most people as the video reached more than 500 000 viewers (organically). Making it the most viral SoMe post of all government agencies in 2019.