British men aged 19-24 are most likely to break the lockdown rules set out by the government. Existing communication and advertising does not resonate well with this demographic. 

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This project is designed to take the audience on a journey from indifference to awareness and compliance. The tone is light-hearted and fun, quickly moving to dark and grotesque.  The animation comes across as humorous throughout but the underlying message is very serious. The aim is to make the audience realise that they are not immune to coronavirus, there’s nothing stopping them from catching it and they are far more likely to if they don’t adhere to lockdown rules like social distancing. 

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The visual style references many cultural influences including The Simpsons, Futurama and Santa Cruz.