Australian Physiotherapy Association - Scope
Every physiotherapist is unique, and so is their “scope of practice”. That’s the message the Australian Physiotherapy Association needed to convey to its members in its web video.
Animation proved the perfect medium for the organisation, as this video needed to convey a significant amount of information without overwhelming the viewer – and it needed to set the right mood.
At the heart of our methodology when scripting and storyboarding this video was conveying the core essence of the association’s brand: that the APA is “with” its members. We wanted the video to foster that sense of community, while also conveying aspirational feelings for those who work in the physiotherapy field.
Thematically, we collaborated with the association to devise its core message - to help physiotherapists better understand the scope of practice’s three frontiers in order to improve patient care.
2D animation enabled us to accompany every word of the script with striking visual analogies, which gave the presentation a lively feel while also demonstrating several facets of physiotherapy in action.
It’s clear that animation provided much greater engagement for this topic than a text-based website titled “scope of practice” ever could!
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