VoiceOver campaigns show digital can work for everyone

By Louise McCudden

The beauty of video is that, with the right creative minds behind you, the medium can work for almost anybody.

When 60 per cent of the population are visual learners, it makes sense to use visual creatives in your campaigns and your policy messaging on a regular basis. 

Throughout 2013, Politics.co.uk’s VoiceOver service has helped a range of organisations to embrace online video for the first time, as well as producing videos for those who are already regular users of the medium.

The Let Britain Fly campaign for greater airport capacity was launched towards the end of 2013, and VoiceOver made and published the official campaign animation. The video served as the centrepiece for the campaign, and was screened at the official launch.

You may think you recognise the voice in the video, and if so, you’d be right. The script was performed by none other than actor Tony Robinson, who has pledged his support for the campaign along with many other well-known figures including Mark Boleat from the City of London Corporation, Rebecca Cane (02), Sir George Lacobescu CBE (Canary Wharf Group PLC), and Richard Branson. 

A different style was opted for with the animation VoiceOver produced for Understanding Animal Research. The short animation provided an informative introduction to the scientific basis for using animals in medical research, and served as a springboard for many viewers to learn more about the subject. It worked well as a medium to present information directly to the viewer, without having to see it ‘translated’ through journalists.

This direct hotline to the public is one of the biggest benefits that campaign organisations in particular get from online video. There’s no worry that your campaign will be misinterpreted  or lost in translation. 

That’s why Child Poverty Action Group used video to bust media myths about people who claim benefits.

And its chief executive Alison Garnham was very pleased with the outcome, saying: "For the first time we have been able to use the medium of film to influence the debate which has enabled us to campaign in a new way – we are delighted with the results."

Whatever your organisation, whatever your message, whoever your audience, video should be part of your digital voice. 

For more information on video, animation and infographics for public affairs campaigns by VoiceOver call 020 7517 2225 or visit www.politics.co.uk/voiceover