Inclusive Communications for Infrastructure Projects
Challenge
National Grid, a utility company serving more than 20 million people, needed to conduct major technical work in Massachusetts residential areas populated by communities of color and Latinos. As an innovative company committed to sustainable development and affordable energy solutions, National Grid recognized the importance of transparent communications. Ensuring that residents felt comfortable and informed about the upcoming work was a top priority for the organization.
Yet, communicating complex technical information to their customers presented a significant hurdle for the National Grid – especially considering that many were non-English-speaking. To overcome this challenge, the company sought Moira’s expertise in creating accessible content for diverse audiences.
Strategy
Moira tackled this challenge by creating 3D animated explainer videos that would resonate with a wide range of viewers while keeping them visually engaged. The strategy included the following key elements:
- Modern and realistic 3D animation: The team opted for a 3D animation format, known for its ability to simplify complex concepts and engage viewers effectively, with a polished look.
- Multilingual approach: Understanding the diverse demographics of the area, Moira recognized the need to reach residents in their native languages. The team created the video voiceovers in four different languages.
- Simplified technical content: To make the information digestible to a broad audience, Moira worked with National Grid to take a customer-centric approach to the videos. Using familiar terms, they avoided jargon and explained concepts in simple words.
- Engagement and clarity: Designed to be engaging, the animations ensured that viewers could easily understand the scope of the work and its relevance to their lives.
Results
Moira’s strategic approach to creating these 3D animated explainers yielded positive results for the utility company. The videos succeeded in building trust among the residents, as they learned more about the upcoming technical work. This, in turn, enhanced National Grid’s reputation with local communities while also empowering all residents to access vital information.
National Grid’s investment in these videos has proven valuable. This content has become a cornerstone of the company’s promotional materials throughout the years, and continues to be an effective tool for National Grid to reach wide and diverse audiences.