#Safecall

#Safecall

DOOH / SOCIAL MEDIA

The goal was to create an engaging and universally understood anti-bullying campaign for children under 12, aptly named #Safecall. This movie would be screened during game breaks at stadium events worldwide. We needed to transcended cultural and social boundaries and make sure it resonated equally with the audiences of baseball, softball, and even Baseball5.

Let’s see how we got there.

During the initial three-way meetings, several key elements were discussed to ensure the campaign’s global appeal:

• A guiding character – an umpire or mascot –  to lead viewers through the movie.
• To forge a strong connection with the young audience, we decided to incorporate kids’ voices addressing them.
• The use of animal characters for worldwide universal acceptance.
• Integrating live-action footage to bridge the animated world with reality.
  

Furthermore, the client identified three critical areas for the core message of #Safecall: physical abuse and emotional abuse (both by staff and team mates), and online abuse. Based on this information, we discussed relevant scenarios for each of the areas of concern; situations the kids could relate to.

These discussions formed the foundation for our script and storyboard.

An early stage of the storyboard featured live-action footage framing the movie, starting with the batter and concluding with reaching a base. – But the call was for more cartoon action at the beginning of the movie.

We went off to explore different design concepts for the mascot character. Initial ideas included a baseball diamond and a ball. The baseball diamond, while simple, looked more like “Marvin the Pizza Slice,” and it was quickly decided that a ball would be a more fitting and universally recognized symbol. To represent both baseball and softball, the final character design cleverly blended the white and yellow colours of both sports.

The budget was a factor, of course. We presented a range of creative approaches and price points for consideration.

Simultaneously, we also developed a distinct logo for the #Safecall campaign movie, with several preliminary variations explored before the final selection.

Once the budget was approved, we moved into the exciting phase of creating the animatic with a preliminary voice track, and casting the voice actors to fit the timing of the layout. Their talent truly brought the message to life.

At this point, finalizing the design, animation and sound design were the only things left to do… The bulk of the work, actually!

For worldwide reach, we produced four language versions of the film: English, Spanish, Chinese and Japanese.

To further amplify the anti-bullying message, we incorporated a subliminal yet impactful visual cue. The salmon color of the #Safecall campaign was strategically applied to the bullying victims in each scene. This subtle integration helped reinforce the campaign’s identity.

Meticulously honing the image compositions throughout the film, we ensured that every frame was optimized for maximum impact and emotional resonance with our young audience. These careful visual choices ensured that the #Safecall campaign would deliver its message effectively and memorably.

We hope that our work will encourage each and every affected child to step forward and contact their Safeguarding Officer.

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