Three in four adults in Britain, almost 38 million people, say their close family is under pressure. This thought-provoking film depicts animated ‘monsters’ looming around families to symbolise the overbearing nature of every-day, unresolved pressures in family life.
Helping 38 million Brits face their ‘Family Monsters'. In a time of huge uncertainty, and with so many important causes competing for our attention, we have overlooked what’s closest to home: the family.
Sector
CharityThree in four adults in Britain, almost 38 million people, say their close family is under pressure, according to new research published by Family Action. To mark its 150th anniversary, the national charity partnered with And Rising to launch Family Monsters, a project that helps families with their mental health and wellbeing, money pressures and parenting challenges.
These internal pressures can be hard to illustrate and even more difficult to talk about. Together they created a thought-provoking film that depicts animated ‘monsters’ looming around families to symbolise the overbearing nature of every-day, unresolved pressures in family life.
In the final clip, a young mum looks directly into the eyes of her family monster and it visibly shrinks, illustrating how our pressures can get smaller and more manageable when we face them together, head-on.
Alongside the campaign a helpline was launched by The Duchess of Cambridge, who visited the South East London offices of Family Action earlier this month. She met families receiving support from the charity and the staff and volunteers helping them.
The charity sector is a competitive one and many campaigns can end up looking similar, making it hard for viewers to remember who each ad belongs to. The use of monsters is an easily recognisable metaphor that links the campaign visually and by name to the charity. The animated characters are a striking presence on screen, and one that is carried through all the different media channels.
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