The Alfred Hospital

Situation:

A collaborative network of Melbourne’s top health institutions—Alfred Health, Monash Health, Peninsula Health, Better Health Network, and PHN—identified a critical opportunity to improve patient outcomes by addressing modifiable health behaviours before surgery.

One of the most impactful lifestyle changes? Smoking cessation.

• Patients who quit smoking before surgery experience faster recovery, fewer complications, and better long-term health.
• The challenge? Communicating this message in a clear, engaging, and accessible way across multiple hospitals, patient demographics, and digital touch-points.

The goal was to create a compelling 2D animated video that would motivate pre-surgical patients to quit smoking and provide pragmatic steps for cessation.

Task:

77 Productions was commissioned to produce a 75-90 second proof-of-concept animation that:

• Educates patients on the benefits of quitting smoking before surgery in a relatable, accessible way.
• Delivers behaviour-change messaging in a clear, non-judgmental, and encouraging tone.
• Aligns with hospital branding, with tailored versions for each health institution.
• Optimised for digital distribution, ensuring it could be watched via SMS links, email, and on-site hospital screens.

Action:

To create an effective, engaging, and accessible animation, we implemented:

• A Unique, Continuous Line Illustration Style:
  • A simplistic, modern, and visually stunning approach, aligning with current public health communication trends.
  • Minimal complexity, allowing for clear messaging and a universal, approachable aesthetic.
  • Diverse, relatable character designs, ensuring broad audience inclusivity.
• Smooth, Flowing Motion Graphics:
  • Slow-motion inspired animation, reinforcing calm, clear, and digestible information delivery.
  • A seamless, continuous drawing effect, guiding viewers through the key steps of quitting smoking.
• Engaging & Persuasive Messaging:
  • Focused on the long-term benefits: “Maximize your likelihood of living a long and healthy life with the people you love.”
  • Balanced scientific data with emotional storytelling, making the content both persuasive and empowering.
  • A strong call to action, guiding patients towards practical steps and available resources.
• Professional Voiceover & Thoughtful Audio Design:
  • A clear, encouraging English-language voiceover, with potential for future multilingual adaptations.
  • Subtle yet engaging sound design, ensuring a polished and professional final product.
• Flexible Digital Deployment:
  • Optimised for web, mobile, and on-site hospital screens, ensuring patients could watch it via SMS, email, or in clinical settings.
  • Customisable hospital branding, allowing each institution to use its own version of the video.

Result:

• A visually compelling, behaviour-changing animation that empowers patients to take control of their health before surgery.
• A scalable, adaptable health communication asset, available across multiple hospitals and digital platforms.
• Stronger patient engagement and awareness, increasing the likelihood of successful smoking cessation before surgery.
• Positive feedback from healthcare professionals, reinforcing the video’s value as an educational and motivational tool.

At 77 Productions, we specialise in health-focused animation, behavioral change campaigns, and public health storytelling. If your organization needs engaging, evidence-based video content to educate and inspire, we’re here to help.

 Let’s create impactful health communications together!