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Anna Freud: Moving Up!

An animation to support children's mental health


The leading child and family mental health charity Anna Freud approached us to create an animation to promote discussion and proactive mental health support for children moving from primary school to secondary school. The brief asked us to ensure that the final video would connect with children as peer learning rather than adult led instruction.


We started by forming a focus group of 60 11-year olds to provide us with first hand stories and ideas to articulate their emotions and areas of anxiety. From this we designed a concept to follow the story of 4 main characters as they experience key moments such as the first day at school. All of the characters were voiced by children using a natural language approach. The project itself was relatively complex to construct and manage but the end result has been well received in schools and by families in England.