CHALLENGE
The ACSQH came to us with a problem: perineal tears are common in childbirth, but too often, women and families don’t know enough about what to expect and what to plan for. Perineal tears are also a delicate topic that people don’t always like to talk about. Could we create two accessible, easy-to-understand explainer videos tackling this sensitive topic, supporting women in their decisions around childbirth?
RESPONSE
Yes, we could. To reach people on a topic people might not want to talk about – or might not think they need to – you must connect with hearts as well as minds. We strived for authenticity, building the videos around interviews with real people – women who had some experience with perineal tears. The thinking was – build a connection, the learning will follow.
OUTCOME
In the video we hear true accounts from women who experience with perineal tears. We also hear from experts. Designs are simple, easy-on-the eye, but realistic enough for us to pull off both character scenes and anatomical diagrams, when we need them. Watch the video – is it frank, open, and honest, informative but also sensitive? That’s what we were going for.
—
The Australian Commission on Safety and Quality in Healthcare is an Australian government organisation that works to improve outcomes and experiences for patients and consumers and to improve value and sustainability in the health system.
