Results at a glance

  • Animated explainer introducing the programme for new service users and staff (view here)
  • Supports staff and partner training, as well as system-wide understanding of the new way of working
  • Animation is short, clear, and accessible, designed to reduce anxiety for first-time service users
  • Forms the foundation for a broader content series, including 10–15 minute detailed explainers, staff/partner chapters, and social shorts
  • Builds on previous AWP content, maintaining a consistent style and branding across all communication

Listen

AWP wanted to communicate a new way of working. Your Team, Your Conversation, Your Plan. This has to be:

  • Accessible for first-time service users
  • Useful for staff and system partners learning about the new approach
  • Consistent with the visual style of previous AWP communications (We Are AWP Employee Experience)

Objectives included:

  • Simplifying a way to explain the user journey for service users entering the system
  • Supporting staff and partner understanding to aid training and rollout
  • Producing content that could be used both immediately and in the longer term

Create

JMP developed a short, snappy animated video as the first deliverable in the programme. This followed a number of workshops with stakeholders including staff and service users across the group to try and understand how best to communicate, using language that would be understood and appreciated, rather than making it feel like a piece of corporate communication:

  • Scripting and storyboard developed and approved prior to animation
  • Animation and voiceover designed to be clear, approachable, and easy to follow
  • Built in branding continuity with previous AWP projects
  • Created a content framework for future training and user experience videos
  • Designed the content to be adaptable for multiple audiences: service users, staff, and partner organisations

Planned next steps include:

  • Detailed 10–15 minute explainer videos
  • Shorter chapters targeting specific audiences
  • Social shorts to increase reach and awareness

Deliver

The animated explainer video provides:

  • A clear, introductory step-by-step guide for service users navigating the new system
  • Training support for staff and partners, improving understanding of roles and processes
  • A content format that will feed into future communications and provide longevity
  • Alignment with AWP’s award-winning, people-focused approach to service delivery
  • A foundation for ongoing communication, supporting the rollout of Your Team, Your Conversation, Your Plan across the organisation

The result is a user-friendly, visually engaging explanation of a complex new system, helping both staff and service users feel confident, informed, and supported.

Services Used

Video Social Media Strategy Creative Motion Graphics Scriptwriting

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JMP are an agency I can trust to 100% deliver against any brief I have given them. Their communication is quick and efficient and they are always on hand to help, whatever the time frame!

Jess Wade, Content Marketing Manager

Sky Bet

JMP is a true partner for us. They have embraced our ambition and are able to offer us a full service from research to pre and post-production. In a world where brands are looking more and more for fast turnaround ‘premium social’ output that is affordable, JMP could not be better placed.

Kevin Brain, Head of Social & Content

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We’ve used JMP for several years and what makes them so great is not just the quality of their work, but the brilliance of their people. The culture of the business clearly shines through. The work is always a fantastic standard, on brief, on time, innovative and creative. Five stars.

Nabil Hassan, Digital News Manager & Communications Manager

England Rugby, RFU

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