Despite a declining number of cases in Portugal, tuberculosis remains a concern in society. Recognising this ongoing challenge, the Programa Nacional para a Tuberculose da Direção-Geral da Saúde (National Tuberculosis Program of the Directorate General of Health) aimed to raise awareness on tuberculosis literacy.
I've teamed up with the Ipatimup’s Cancer Prevention Unit to develop of a national health campaign titled "A Tuberculose tem Cura" (Tuberculosis is Curable), designed to disseminate essential medical advice and recommendations about tuberculosis. The overall goal was to enhance public awareness and knowledge, ultimately helping in reducing the incidence of this disease.
The campaign featured 10 animations, each with a narrative setup, focusing exclusively on one topic to effectively convey the key message. Despite addressing the seriousness of the disease, the campaign strategically adopted a light and playful tone. This approach ensured that the content remained engaging and relatable without affecting its educational purpose.
Public Health Campaign
Animations
I took on the key role of producing the animation for the 10 videos. This included conceptualising, designing, and executing each one to align with the campaign's objectives. By ensuring a blend of creativity and clarity, I was able to played a crucial part in bringing the campaign's vision to life.
01. What is tuberculosis?
02. What are the symptoms of tuberculosis?
03. Who is considered high risk for tuberculosis?
04. How to diagnose tuberculosis?
05. How to treat tuberculosis?
06. How to prevent tuberculosis? - Children
07. How to prevent tuberculosis? - Inmates
08. How to prevent tuberculosis? - Immigrants
09. How to prevent tuberculosis? - Quarry workers
10. How to prevent tuberculosis? - Immunosuppressed people
Character design
The design for the main characters of the campaign, known as "The Brothers," drew inspiration from the shape of the lungs. This unique foundation set the tone for the campaign's visual identity. Embracing a minimalist and straightforward style, the brand's design seamlessly incorporated this aesthetic, reinforcing its cohesive and distinctive appearance.
Branding
The animations were shared on social media, institutional channels, and internal healthcare facility circuits. Simultaneously, promotional materials like posters, mupis, billboards, and flyers were designed, acting as an extension of the animations, furthering the campaign's goal of raising awareness about tuberculosis literacy.
Credits
• Client: National Tuberculosis Program of the Directorate General of Health
• Production: Cancer Prevention Unit of Ipatimup
• Coordination: Nuno Marcos
• Animation & Character Design: Paulo Gomes
• Script & Character Concept: Luís Carvalho
• Sound Design: Nuno Marcos
• Branding: Paulo Gomes
• Special Thanks: Nuno Ribeiro
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