OTR x Proctor and Stevenson - change the game

OTR is a mental health movement run by and for young people aged 11-25 years old in the South West of England. Their services are offered across Bristol, North Somerset and Gloucestershire and their aim is to support, promote and defend the mental health of young people.

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Every year we create a ‘Christmas card’ video that gets distributed to our clients, families, and friends and broadcasted on our social media channels. For the last two years, we’ve created these videos for charities – helping them raise awareness and funds.

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Upon reflection of the impact the pandemic had on mental health globally throughout 2020 and 2021, and the way it affected so many of us personally, it felt important to donate our services to a charity that focused on wellbeing.

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Cue Off the Record (OTR)

OTR were thrilled when we reached out to them to enquire whether they would be happy for us to create some content to prompt people to donate during the Christmas period.

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Through a series of meetings, we decided that a short, animated video using the OTR branding would be the best approach. The video would need to connect with those seeking youth services, while making their mission clear to potential donors willing to support their vital work. Reuse was also a consideration, so we wanted to ensure that the content was evergreen, while reflecting some of the key issues facing young people today.

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Our challenge was to ensure the video effectively communicated to people of a diverse age range. OTR service users are 11-25 years old, so it was important the animation wasn’t deemed patronising and resonated with everyone.

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The OTR team was also very clear that the video should be uplifting, motivating people to reach out when they need help and aligning with OTR’s mission of breaking the stigma around mental health issues.

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Our solution?

Our talented copywriters created a script themed around a video game, with the title ‘Change the Game,’ as a play on words to represent OTR’s aim to challenge commonly held beliefs and any negative perceptions of mental health issues.

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Research suggested that even non-gamers fondly remember popular games from their generation, or can at least relate to the concept. It speaks to both youth and nostalgia and creates an engaging starting point for a conversation around mental health.  

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We held regular feedback sessions with OTR, to ensure the storyline and creative direction aligned with the team’s vision. We then storyboarded the short 2-minute animation and, once approved, moved into the design stage.  

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OTR were extremely happy with the final animation, and we managed to increase donations by roughly 50% during that period.  

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An OTR testimonial

"It's so fantastic, it has come together so quickly and carefully and I'm grateful for you taking on our feedback at all times. It has been a real pleasure to work with you and the team and you have provided us with a resource that is much-needed and something I've been wanting to do for months if not years!"