Digital Campaign of the Week: British Liver Trust

The charity secured pro bono help to create its Liver Good Life animated film, which explains liver health to young people

British Liver Trust Liver Good Life animation
British Liver Trust Liver Good Life animation

What is it?

A short animated film aimed at young people, released last month to coincide with World Hepatitis Day.

What does the trust hope to achieve?

To boost understanding of how the liver works and to improve liver health.

"We were very concerned about the low levels of understanding," says Imogen Shillito, the trust's director of information and education. "Unless you know what the liver does, you can't take care of it, espeicially regarding Hepatitis B and C. If we can catch people when they are young we can get the message to them."

How was it paid for?

With restricted grant funding from the trust's partners, which include Bristol Myers Squibb and Roche. The film was made by production company Passion Pictures, with some expertise secured pro bono from the company's staff.

How is it promoted?

Both on and offline. A link will be emailed to the trusts 10,000 organisational contacts and will appear on the NHS Choices website and social networking sites.

The trust will also encourage hospitals, PCTs, drug and alcohol teams and prisons to show the film, and plans to extend promotion to schools, colleges and universities later this year.

A limited number of DVDs have been sent to the trust's support groups.

How will the trust know if it's worked?

By measuring and comparing awareness before and after the campaign. The trust will also monitor the number of site hits and how many related organisations take up the web link.

Third Sector's verdict

A clear message delivered with dazzling animation and with a great soundtrack.

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