Food Allergy Safety:
My Masters Research Project
Dr. Adelle Atkinson,
Hospital for Sick Children
Professors Shelley Wall and Derek Ng,
Adobe After Effects, Adobe Premiere Pro,
Adobe Illustrator, Adobe Audition
This animation was created as my Masters Research Project for the Biomedical Communications program at the University of Toronto. Its purpose is to help raise awareness about the dangers of accidental exposure to allergens for children with food allergies, and to encourage the use of simple and effective safety measures by parents, guardians, and children that will help contribute to a safer school environment for those children.
As someone with life-threatening food allergies myself, this topic is very close to my heart. There are a variety of resources available for food allergic kids and their parents/guardians about how to manage their own allergies. However, there are fewer resources for non-allergic families. As it says in the video, "While it is important for food allergic children to take responsibility for their allergies, having the school community's support would make a world of difference. And it's easy!"
This project is targeted at non-allergic families. Because no one in their families have allergies themselves, they may feel that contributing to a safer environment for food allergic children is not their concern or responsibility. My challenge was figuring out how to engage a low-interest audience and motivate them to engage in preventive behaviours.
After thoroughly researching engagement of low-interest audiences and persuasion techniques in health promotion, I developed a comprehensive strategy to use in the development of my animation: 1) Engage the audience with a vivid presentation style and relatable messenger, 2) Establish the severity of the condition, 3) Establish susceptibility to the negative health outcome, 4) Increase response-efficacy by convincing audiences that the proposed actions will actually accomplish the goal they are meant to accomplish, 5) Increase self-efficacy by convincing the audience that the proposed actions are easy to accomplish, and 6) Be gain-framed: focus on the benefits of action rather than the consequences of inaction.
Sample Pages from Draft 2
Screenshots from Animatic Version 3
Shot Breakdown and Asset List
Asset List Sample
Screenshots from 2D Animation
Shot Breakdown Sample