The Kings Fund Alternative Guide Series

Project Background

The Kings Fund Alternative Guide to the NHS animation was created to showcase the process of the NHS and was proposed as an alternative guide to the NHS showcasing the enormity of the organisation but also the complexity and both positive and negative aspects of this.

The animation was launched via Youtube and Vimeo, promoted via Social Media networks of The Kings Fund and on The Kings Fund Website.

The Style chosen is a Rich Picture style of animation as the client wanted an animation and Rich picture output as part of the project deliverables. A PDF copy of the final image was provided including sections of image. The output was deliberately not perfect in finish, to represent the status of the NHS but also to move away from the typical clinical animation styles used to communicate to this audience group.

The Result:

The results were outstanding with over 200K hits over the various networks and regular request from individuals within the NHS and outside of the NHS requesting the final image. The feedback given from those who viewed the animation was very positive with a majority stating that it was the best representation of the NHS they had ever seen. Due to the success of this a further two animations have been produced for the Kings Fund, ‘An Alternative Guide to Accident and Emergency Care’ and most recently, ‘An Alternative Guide to Mental Health’, both receiving similar figures and popularity within the healthcare industry.

An Alternative Guide to Mental Health

1 in 4 people will experience a mental health problem every year. The experience is different for everyone, and so is the type of support they will need. We worked with The Kings Fund to produce an animation to coincide with World Mental Health Day on Saturday 10 October 2015. The aim of the animation was to provide information on the types of mental health services that are available and how they fit in with other health and public services.

The animation has been released as part of the ‘Alternative Guides’ series which also feature An Alternative Guide to the New NHS in England and An Alternative Guide to Urgent and Emergency Care.

The Result:

The animation provides an outline of three different experiences of mental health, with the help of three experts by experience and advice from a mental health nurse and senior colleague from a mental health charity. Whilst the three characters experiences will not reflect those of all mental health service users, the animation aims to demonstrate the range of services available, but also highlight some of the issues that need to be addressed.

Unlike the previous two animations, the style here is very different. A more collaborative and creative method was used in order to tell the three stories in a more emotive and relatable way. Each story is illustrated by a different artist, to emphasise how each person’s experience of mental health is different. The final Rich Picture illustrates how all health and care services need to be designed with mental health in mind, and all health professionals have a part to play helping people get the right support at the right time.

With the animation having already received over 6k views on The Kings Fund networks, it is set to be another hugely successful campaign, alongside the other two in the series. Influential people such as Alastair Campbell are among those supporting this campaign through sharing the video on Twitter, as well numerous health authorities and NHS trusts.

KingsFund Mental Health



Have your say:

What do you think of the ‘Alternative Guide’ series we have produced with The Kings Fund? Do you think we have achieved our project objectives of helping people understand these services in a clearer and more engaging way? Let us know if you have been shown these before and if they helped you understand these complex issues.