Case Study: Public Health Wales empowers young people to tackle illegal tobacco with Freshwater animation

Public Health Wales launches bilingual JUSTB animation with Freshwater, reaching 95% of young video users

Public Health Wales, the national public health agency in Wales, commissioned Freshwater to create a bilingual explainer animation. Their challenge was to effectively communicate the harms of illegal tobacco to a media-savvy audience of 12-13 year olds, making the educational content as dynamic and compelling as the video content the students regularly consume on platforms like TikTok and YouTube.

Freshwater developed the animation by first testing five initial styles with the target audience to identify a preferred creative direction. The resulting bilingual video was carefully crafted to be engaging and age-appropriate, and it was supplied in formats suitable for multi-platform and social sharing. Public Health Wales described the final result as an impactful and effective tool that became a central asset within their JUSTB programme, equipping young people with the confidence to talk about the issue with their peers.

Public Health Wales