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According to the NHS “It’s common for pre-school children to develop specific fears or phobias... and common fears in early childhood include animals, heights, water, blood, and the dark”, and Legal and General wanted to acknowledge the strong desire for parents to protect their children from these things, whilst also providing a practical guide to help.Asking young children “How does your family make you feel safe?” or “What do your parents do that makes you feel happy?” the film will also thrive on the unexpected things that kids say and do. The spontaneous moments of cuteness, thinking, laughter and unpredictability keep the film light hearted and tender whilst also driving home the need to continue protection long after you might not be around. In partnership with the video we produced a guide written by a child psychologist that detailed top 10 common fears of children and what parents can do to alleviate the anxiety, as well as other supporting articles and social polls to drive engagement. With nearly 3m views on YouTube, and an average view time as a skippable pre-roll of 0:44 seconds it has been a great success.

How we got there

Working with Reel Nice we developed the strategy, storyboard, conducted casting, staging, audio and animation styling. As well as working with over 10 children between the ages of 4-9 years old...which is a life experience in itself.

Credits

Lauren Pleydell-Pearce

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  • Creative Director
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Georgie McCarthy

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  • COPYWRITER
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Lucy Kaitcer

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  • Mid Weight Art Director
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Sophie Williams

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Carole Guiet

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  • Account Director
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Project Tags

  • Advertising
  • Content
  • Video
  • Children
  • Financial

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