What happens inside your body when you exercise?
This animation was one of the first I pitched and was the product lead on, and was very low budget. It also has more than 1.7 million views, and is the third most popular video out of 1,000 videos created by the charity, including big-budget campaign videos. It reiterated to me the value of an idea. I knew from looking at Google search trends, keyword searches, listening to our online community and other insights that people wanted to know why they should exercise. Meanwhile, healthcare professionals were desperately trying to get people to exercise. I aligned the needs of users and healthcare professionals and created a pitch.
A 360° video – angioplasty in a catheter lab
360° video, and interactive video overall, can be a great tool for engagement and marketing. It can lead to higher click-through rates, higher interaction rates, and improve earned action metrics, including views, shares, and subscribes. With any new technology, it should only be used if it enhances the content. In this case, it opens up opportunities for people to feel they are really in a procedure, and can move around the room and see health professionals, in a way that standard video doesn’t. There is a lot of fear around health procedures, even elective treatments like IVF. Creating content in formats like this can reduce users’ anxiety, and create revenue.
‘What happens inside your body’ video series
I pitched and led on this series of videos, which were nominated for a British Medical Association award.
I was reading some health data and noticed a rising trend in medicine non-adherence, aka people not taking their medicine or not taking them as they should. After some desk-based user research I learnt that this is largely because people didn’t know what the medicine did in their body. This was particularly true for medicine like aspirin, where they are no visible consequences and it’s something that’s often taken casually, e.g. for a headache. The video I led on below has more than one million views.
Life with an LVAD – Jim’s story
One of the biggest 2024 trends for video marketing is expected to be having more real people on camera to encourage connection. I love creating authentic and human videos, and I understand how that benefits a brand and product too.
It was an honour to create this video about Jim Lynskey. After catching a virus at birth, he became the youngest person in the UK with an LVAD, a mechanical heart pump that keeps him alive. He died in 2019, but around a million people have connected with his story through the article, video and short-form clips on social, showing the power of authentic, raw storytelling.
Applications
I was part of the team designing the MyBHF app and was involved in creating content for the Revivr app. I have experience performing user research, creating user personas, planning the information architecture, designing and feeding back on user flows and wireframes (I use Figma), creating prototypes and performing user testing.
Interactive Content
‘What meat should I eat?’ A seasonal interactive with audio and microcopy to reflect the BHF’s brand’s more chatty social media tone.
‘How and when to say no to food and drink’ An interactive that we created in response to user feedback on real-life challenges of living healthily, with conversation prompts.
‘12 healthy Christmas food swaps’ A high-performing interactive that worked well as part of our seasonal content for social media.
Quizzes, questions and personalised content
Users want personalised health content, and a stand-alone quiz or a series of questions when you first join an app can enable this. It offers a win-win for insight gathering, personalised user experience, and tackling popular health myths or misunderstandings.