Case Study

CLAS BC: Stand Informed Campaign Video

Explainer Video Case Study

Creamy Animation produced this explainer video on how Stand Informed is confidential and widely accessible to people who have experience sexual abuse in BC. It walks them step-by-step through the intake journey, and ends with a clear prompt to call or email.

Project Overview

Why This Project Was Tough and Worth Doing

Stand Informed is a free service from the Community Legal Assistance Society of British Columbia that pairs survivors of sexual assault with trauma-informed lawyers.

The approach we took is tailored to Wistia’s research showing that 60-90 seconds is the optimal window for explainer engagement and that at roughly 60 % of viewers stop watching once a video crosses the two-minute mark.

The Challenge

 

Phase

 Key Activities

Why the approach works

  1. Extreme under-reporting of sexual assault in Canada.
We had to convince viewers it’s safe to reach out. Only 5 % of assaults are ever reported to police. Trust-building visuals and language were non-negotiable.
  1. Trauma triggers and survivor fatigue
Script and pacing had to feel calm, validating, and optional—never directive. Trauma-informed practice improves help-seeking outcomes for survivors.
  1. Multiple access barriers
We highlighted interpreters, virtual consults and zero-cost service within the first 20 seconds. Language is a documented obstacle to justice; legal-aid policies single it out as a priority.
  1. Legal complexity and jargon fear
Visual metaphors, like open door, supportive hands, and plain-English copy replaced legalese. CLAS BC’s own FAQs stress confidentiality paperwork and time-limits.
  1. Short online attention spans
We capped run-time at 90 s; videos 1-2 min long lose just 4.9 % of viewers vs. 17 % for 5-10 min clips.

Our Solution

Discovery & Insight
  • 1-hour creative strategy meeting with CLAS BC team.
  • Competitive scan of other organizations in the same space.
  • Survivor language audit against trauma-informed guidelines.
Script & Voiceover
  • Drafted from CLAS-approved talking-points.
  • Chose a warm female narrator with a tone that would appeal to our audience.
  • Incorporated interpreter, confidentiality, and “up to 3 hours free” offer by the 25-second mark
Storyboards & Animatic
  • Designed a clear-cut storyboard with script and actions notes.
  • Used Basecamp and Frame.io to gather feedback at each milestone.
Illustration & Animation
  • We use realistic looking characters to better connect with people due to the sensitive nature of the subject.
  • The collage of hand drawn characters and graphics incorporating real images added more realism to the final look and feel.
  • Inclusive, diverse characters, rounded shapes, soft earth-tones to avoid shock triggers.
  • Settled for animation with subtle motion and body language to make the video relatable with our audience.
Sound Design & Delivery
  • We used a gentle background music to maintain desired tone.
  • Added closed captions + descriptive text for screen-readers.
  • Proposed deliverables in 16:9, and 9:16 to cover web and social for maximum engagement.

Concept & Storyboards

We worked with the CLAS BC team to nail down a clear idea for the video before we drew anything, following plain-language advice to start with simple, direct wording. Once the concept was approved, our artist sketched easy-to-follow storyboards so everyone could see how the story would flow.

We then checked each frame inside our studio to be sure the story made sense and used everyday words viewers would recognize. By the time the CLAS BC team saw the storyboard, they already looked close to the final art, which meant fewer changes later.

This disciplined review loop streamlined production, minimized rework, and ultimately delivered stronger, on-brand results for the Stand Informed video.

Design & Illustrations

Once CLAS BC approved the storyboards, we moved on to the final illustrations, following the step-by-step approval flow that keeps most video projects on track. Before creating the final illustrations we sent over several full-colour style frames—snapshots of the finished look—so the team could see exactly how the training video would look.

That early preview let them ask for quick tweaks to colours or details while updates were still fast and inexpensive. We then completed the remaining artwork, staying true to CLAS BC’s palette and fonts so the video lined up with their other materials. Check out our article on how to make training videos.

The Final Video

Stand Informed Campaign Video

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