D5.4 Promotional Video - IC-Health · promotional videos presented in this deliverable. 1.2 Promotional video Within the framework of the dissemination and communication activities

D5.4 – Promotional Video April 2017

Call H2020-SC1-2016-CNECT Type of action Coordination and Support Action Topic SC1-HCO-12-2016: Digital health literacy Duration 24 months Start date 1 November 2016

This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 727474


IC-Health | D5.4 – Promotional Video 2

Grant Agreement No: 727474

Project Acronym: IC-Health

Project Title: Improving digital health literacy in Europe

Funding scheme: Horizon 2020: Health, demographic change and well-being

Start date of the project: 01/11/2016

Contractual delivery date: 30/04/2018

Actual delivery date: 30/04/2018

Contributing WP: 5

Type: Report

Dissemination level: Public

Document description: The deliverable 5.4 aims to outline the development of the promotional video. The video will present benefits of digital health literacy, the MOOCs developed and some short testimonials from each target group.

Editors

Organisation Name

EHMA Michele Calabro’

Usman Khan

Yowali Kabamba

Contributors

All other partners involved:

Beatrice Avagnina, Michele Perello (CE) Lilisbeth Perestelo Perez, Yolanda Alvarez (GOBCAN)



Table of Contents

1 Introduction .............................................................Error! Bookmark not defined. 1.1 The IC-Health project .................................................................................................... 4 1.2 Promotional video .............................................................. Error! Bookmark not defined. 2. Overall Video Description ................................................................................... 5 2.1. Video Composition ............................................................................................. 5 2.1.1. First Video – The Project’s Objectives .................................................................. 5 2.1.2. Second Video – Co-creation Activities ................................................................. 6 2.1.3. Third Video – Tutorial for IC-Health MOOCs ........................................................ 6 2.2. Video Design and Format .................................................................................... 6 2.3. Dissemination Strategy ....................................................................................... 6



1 Introduction

1.1 The IC-Health project

Citizens' digital health literacy is an essential element for successful eHealth deployment. However, citizens often do not have the necessary skills to find, understand and appraise online health information and apply their knowledge to make health decisions. Digitally health literate citizens are empowered to play a more active role in their health self-management, resulting in improved prevention, adherence to a healthier lifestyle and better health outcomes. IC-Health supports the improvement of digital health literacy in Europe. In particular, the project will design 35 open access online courses (MOOCs) in eight different national languages for different population cohorts including children, adolescents, pregnant and lactating women, elderly and people affected or susceptible to type 1 and type 2 diabetes. The project started in November 2016 and runs for 24 months. The identified population cohorts, along with health professionals, academics and other practitioners, have been organised in Communities of Practice (CoPs) and involved directly in the co-creation of the MOOCs content and structure. Now that the courses have been designed, they have been tested by the members of the CoPs and they will also be tested by other users reached through communication activities, such as the dissemination of the promotional videos presented in this deliverable.

1.2 Promotional video

Within the framework of the dissemination and communication activities for IC-Health, EHMA, in collaboration with the consortium partners and thanks to the external support of Seeing the Brick Studio, worked to develop a promotional video for the project. As set out in the Grant Agreement, the promotional video supports the dissemination and communication effort of the project. The video presents the benefits of digital health literacy, the MOOCs developed, and some short testimonials from each target group (children, adolescents, pregnant and lactating women, elderly people, and patients affected with diabetes type 1 and 2). EHMA elicited requirements and testing and provided content for the video. The content was collected from the project’s research activities with the help of project partners, including pictures and testimonials. The video will be made available on the project website, project YouTube channel and used for task 5.4. Within this deliverable, details of the video structure, key technical characteristics, development process and workings will be outlined. It includes visuals of the finalised product and a dissemination strategy to ensure the sustainability of the project beyond its duration.



2 Overall Video Description

The video of the IC-Health project, designed and developed by Seeing the Brick Studio, working with EHMA, is available at the following url: https://ichealth.eu/results/. The video will be also clickable and accessible from the carousel banner in the homepage of the project website and at the YouTube Channel of IC-Health. It was officially made available online during the first week of May 2018 and will be maintained online and disseminated also after the termination of the project through both YouTube and also thanks to Project partners’ website and networks. The main objectives of the IC-Health video are:

• Raises awareness of the project and its objectives as well as the project outputs, particularly the MOOCs.

• Disseminates the results of the project co-creation activities. • Provides a tutorial on the utilisation of the MOOCs. • Establishes a marketing tool for the project and for the MOOCs to help drive visitor

levels and promote the sustainability of the project outputs beyond its duration.

2.1 Video Composition

As per the Grant Agreement, the IC-Health promotional video is to have a duration of seven minutes. After several discussions with video designers and as agreed with project partners and the project coordination team, it was however argued that a seven-minute video was too long to remain attractive to the project audience. Marketing or promotional videos usually last between 60 seconds to 90 seconds. Longer videos struggle to keep the attention of the user until the end, defeating the purpose of disseminating important information. The rationale is thus to divide the seven-minute video into three shorter videos for a total of seven minutes in length. The videos can each stand on their own and be used for different purposes or can be put together to form a longer overall picture of the project. Moreover, to facilitate the exploitation of the video in different settings (PC and Laptops, social media profiles, smartphones and tablets, conference stands/presentations and exhibition areas), project partners have chosen a hybrid solution including text, voiceover, animations, tutorial and pictures. Thanks to this mix, different audiences in different conditions will be able to understand and enjoy the contents. The three videos can be described as follow:

• The first video is a generic introductory video to the project. It was developed using graphic animation. The video opens with an introduction to the concept of digital health literacy and its benefits for European citizens. The second section provides a generic description of the project and its objectives, including the target groups involved and the co-creation of MOOCs in eight different national languages.

• The second video focusses on the co-creation activities conducted between October 2017 and March 2018. The video had a simpler design than the first video and is

https://ichealth.eu/results/

https://www.youtube.com/channel/UCmQDvFEDSeVlS-kiDZVeVHA



closer to a slideshow. After a brief introduction, the user is being walked through pictures of the co-creation activities. The pictures, which have been clustered by target group, include short written testimonials from the Communities of Practice’s participants. The video includes one quote per target group, thus six in total. The pictures and the quotes were collected by the partners during the co-creation activities and shared at a later stage with EHMA

• The third video features a short tutorial on how to navigate the IC-Health MOOCs. One of the actual MOOCs has been used as an illustration. For consistency sake, it was decided that the MOOC used in the video would be in English. The video opens with a short introduction of the MOOCs and provides incentives on taking the courses. Through the use of simple animation, it shows the user how to access and navigate the online course.

2.2 Video Design and Format

The videos made use of the visual identity and branding of IC-Health. Whenever possible, the colours, fonts and official icons of the project were used. The visual identity of IC-Health, which includes bright colours and round forms, was to make it attractive and user-friendly for people of all age. The animation was developed with these guidelines in mind. The three videos use three different video design styles: complex animation, slideshow and basic animation. The bidding process to choose a video design production house revealed that complex animation requires a greater budget than what was foreseen in the Grant Agreement. In order to comply with the seven-minute length and to deliver high-quality videos, it was thus agreed that the second and third videos would use simpler production techniques.

2.3 Dissemination Strategy

The videos will be used as dissemination tools to promote IC-Health as well as the objectives and results of the project. The videos will be shared online on the project’s website, the IC-Health YouTube Channel, IC-Health newsletter, online platform and social media channels. The WP5 leader will provide all the project partners with a toolkit (including, for example: links, graphics, short pre-set messages) to facilitate the dissemination of the video through pre-existing networks including social media, partners’ websites, newsletter, etc. In addition, the videos will be used at events and conferences (e.g. inserted in presentation or played on laptops/screens) to showcase the co-created MOOCs and to illustrate the key objectives, procedures and methodology of the project. The rationale is that the visual promotion of the outputs might incentive citizens to try out the MOOCs and, especially through the third part of the promotional video, guide them through the key passages for a correct and simple use. This would also facilitate citizens might in turn promote the MOOCs among their network, further increasing the number of engaged stakeholders.



3 Promotional video screenshots





















Documents

D5.4 Promotional Video - IC-Health · promotional videos presented in this deliverable. 1.2 Promotional video Within the framework of the dissemination and communication activities