"Show More Spine" campaign animations

I was asked to create animations to highlight over diagnosis, and over prescribing in medicine. My client was Professor of Orthopeadics and Traumatology at University of Helsinki, Teppo L N Järvinen. I produced two animations for the Show More Spine campaign. The first animation "Squidgy Guidelines" was a character based story, written and created by myself. By using cartoon characters we hoped to create interest in the more serious end of the campaign, which is to change the guidelines given to doctors on how to treat Vertebral Fractures (these are usually related to osteoporosis in aging rather than a physical snapping of the backbone). The guidelines are very wide ranging and result in many people being put put on pills that have no discernible effects, can cause side-effects, and of course, cost money. The second animation "Unfounded Widening of Disease Definitions" explains more about the problem.