World Childhood Foundation

Our challenge was to create a series of films that would resonate with young parents, prompting reflection and understanding. Child neglect is a complex and sensitive topic, often characterized by what doesn't happen rather than what does. Traditional narratives might fail to capture its nuances, making it difficult to engage audiences meaningfully. Our task was to develop seven animated films that could effectively communicate the gravity of neglect without resorting to overt dramatization, ensuring the content was both impactful and appropriate for an online educational campaign targeted at young parents.

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By embracing symbolism we could approach the subject matter with the necessary sensitivity. In the flagship film, Neglect, we depicted a featureless parent ambivalently passing by their child, who gradually becomes obscured by elements representing social media and entertainment. This visual metaphor highlighted how neglect can manifest in everyday distractions and omissions, rather than deliberate harm.

The minimalist design and subdued color palette reinforced the themes of absence and invisibility, encouraging viewers to focus on the emotional undercurrents of the narrative. By avoiding explicit imagery, we created a space for personal interpretation and introspection, making the message more relatable and poignant.

When animating abstract concepts like neglect, a delicate balance between clarity and subtlety is required. We employed a restrained animation style, focusing on timing and transitions to convey emotional shifts without overwhelming the viewer. The use of negative space and gradual visual changes aims to mirror the insidious nature of neglect, which enhances the narrative's emotional resonance.

This series played a key part in an online educational campaign aimed at young parents, fostering discussions around the often-unseen aspects of child neglect. By presenting the issue through a symbolic and accessible medium, the films succeeded in raising awareness and prompting critical conversations. Our successful collaboration with the World Childhood Foundation and ElternLeben.de demonstrates the power of thoughtful animation in addressing sensitive social topics.

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