The mission.

Helping people in the UK feel confident and comfortable in raising a complaint.

We worked with the Parliamentary and Health Service Ombudsman (PHSO) to produce a new animation that clearly explains the process of submitting a complaint about government departments, other public organisations and the NHS in England.

This animation needed to serve as a useful guide for anyone going through the complaints process. To ensure this, we made sure the information is easy to follow and presented in a way that's both helpful and respectful to all viewers.

The animation.

Striking a balance between clarity and empathy.

To be effective, the animation needed to adhere to the PHSO's values; being bold, human and straightforward. We made sure to avoid a patronising tone or presenting an overly complex process for making complaints. We also conducted a focus group with members of the target demographics to ensure we were on the right track with developing the animation's look and message.

In doing this, we produced a short animation which gives both a brief explanation of who the PHSO are and what they do, followed by an easy to follow, step-by-step guide for how the viewer could lodge a complaint, should they need to now or in the future. To help hold viewer's attention, the animation style was designed to be fresh and relatable, incorporating an inclusive and diverse cast of characters alongside a warm and clear voiceover to help ensure all key information was easily digestible and representative for audiences of all backgrounds.

Check out the animation.

You can watch the full animation here on the homepage of the Parliamentary and Health Service Ombudsman's website.