THURSDAY 5 NOV 2020 5:18 PM

#COMMUNICATELENS: 5 NOVEMBER

Here is our pick of the latest in video communications from 'joy of movement' campaigns to to dangers of child criminal exploitation. For more from #CommunicateLens, follow @Communicatemag on Twitter.

Lego

Iconic Danish toys producer Lego launched a new video which celebrates a family-friendly Lego workplace for all, with the aim of having 26 weeks paid childcare leave for primary caregivers and 8 weeks paid childcare leave for secondary caregivers to all its employees by 2022. The company also pledge to introduce four weeks caregiver leave to make it easier for colleagues to take care of loved ones and a global safety net to ensure financial safety for colleagues and their families in case of death or disability. Using  colourful Lego-style animations, from the heart, to the giraffe to the Lego in the wheelchair, the video is able to convey bureaucratic and corporate news in a humours and light way, and also make good use of its iconic brand. Whomever the audience is, it will recognise a Lego piece anywhere, so while the video is conveying important information it is also highlights its brand purpose: making a better world for kids, and therefore, their parents too. It is also a great example of employer brand management as it communicate and outlines its plans for employees in an effective and fun way.

Leicestershire Police

Leicestershire Police worked with the Violence Reduction Network and other police entities across Leicester and Rutland to launch ‘Are you listening’ a film to raise awareness of Child Criminal Exploitation (CCE), when a young person is targeted by an individual or criminal gang and coerced into committing crimes. The video features young  adolescents sharing their experience of criminal activities with adults they’re close to, in turn reply to them as if they haven’t heard anything. That is when the theme ‘Are you listening’ comes in to play; the people the young victims confide to don’t know what signs to listen for and therefore cannot intervene to help them. Every time a kid shares a criminal activity, ranging from selling crack on the streets to storing a gun for someone, the narrator’s voiceover intervenes to explain what is actually going on. ‘Look out for changes in behaviour,’ the narrator says when one young student is caught being late by his teacher, who admits it is ‘very unlike him.’ Through these different experiences the video helps highlights the signs that could indicate a child is in danger and where one can go for hep and support, so everyone is involved in tackling the issue.

Lynx

Men’s grooming brand Lynx has partnered with youth culture publisher, Complex UK and diversity job-board SocialFIXT to create a three-part content series ‘The Race Card’ to help educated Lynx consumers on contemporary issues around race and commit to racial equality. It is also part of Lynx’s broader diversity and inclusion plan focused on building a bridge between Black talent and the marketing and creative industries. As the title suggests, the series plays on the accusations of ‘playing the race card,’ trying to turn the term on its head by welcoming unfiltered discussions on the black experience in the UK. Each episode focuses on the role, impact and experience of racial micro-aggressions and how they manifest at school, work and in wider society, with the first episode featuring influential black Britons like AJ Tracye, Sideman and Jesse Lingard as they share their personal experience around racial stereotyping at school.

“It was great to work with Lynx and Complex UK to bring The Race Card to life as it helps exemplify what companies pushing for a more equitable society in the right way looks like. Whether it’s the Black-led direction and production via paq.works or the Black talent that brought the content to life, the fact that a Black majority set is notable on a project of this size highlights further the problem the series looks to address,” says Niki Igbaroola, content editor at SocialFIXT.

Stamma

British Stammering Association Stamma launched ‘Find the right words,’ a global aimed at starting a new conversation around harmful biased language, which has never been a public discussion when it comes to stammering. As part of the campaign, they created a short 1-minute video which explains how, with the help of the Wikipedia community, Stamma and global brand agency VML Y&R edited misleading language used on the platform to describe those who stammer, like Lewis Carroll, Ed Sheeran and Emily Blunt. By solely featuring snippets of Wikipedia pages and computer screens, the puts language in the spotlight, highlighting the countless derogatory terms used on Wikipedia to describe people who stammer. These include a ‘terrible impediment,’ and ‘plagued with stammer.’

“No one should feel like they are worth less as a person because of something they cannot change. The project really speaks to the nature of Wikipedia, not just as a learning tool, but as an ever-evolving platform that needs to accurately reflect the world we live in,” says founder at Wikipedia Jimmy Wales.

“I’ve been stammering for as long as I’ve been talking. What helped me overcome the shame of talking differently are the facts around what stammering actually is. I hope to get more people to understand how to talk about something that can be pretty hard to talk about,” adds Daniel Liakh, creative at VMLY&R

Voltaren GSK

As part of its new global campaign on their tagline ‘The joy of movement’ Voltaren, the GSK consumer healthcare brand, worked with Publicis to launch a one-minute video encapsulating the  brand’s deeper purpose and the campaign’s mission: movement allows people to connect, bringing everyone true joy. Pain, however, impacts both physical and emotional health, and can fuel feelings of withdrawal, leading to a lack of connection with others; a key element of a rich and happy life. This idea is encapsulated by an old man, who is shown longingly looking at a picture of his young self on a motorbike as he rubs his knee in pain. After he rubs Voltaren on it, he begins putting together the pieces of his old motorbike; the more he builds, the more he smiles, thinking of his younger years but also of what he will do with his fixed bike. The closing scene is heartfelt and exemplifies the campaign as a hold, as the old man is able to pick up his niece in the restored motorcycle and both of them rejoice in spending time with each other.

“We have studies and insights gathered over the years that tell us, the consequences of body pain have a far-reaching impact, beyond the physical, affecting the quality of life and emotional well-being of sufferers all around the world. By effectively managing body pain it allows those suffering to get back to connecting with others again,” says James Masterson, VP and global brand lead at Voltaren GSK.

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