2022 AMI Online Salon

Understanding Sickle Cell Anemia

Project Detail

  • Entrant Name:  Hoc Kho
  • Client: Nucleus Medical Media
  • Copyright: Nucleus Medical Media, 2022
  • Medium/software used: Cinema 4D, After Effects, Premier Pro
  • Final presentation format: Animation
  • Primary Audience: General Public as well as patients and their families

Project Description

Sickle cell anemia, a common form of sickle cell disease (SCD), is an inherited blood disorder in which the body produces sickle-shaped red blood cells instead of disc-shaped cells. The first installment of two, this “Understanding Sickle Cell Anemia” animation takes a friendly and safe approach to educate the general public as well as patients and their families about this disorder. It begins by describing what red blood cells are, how they are formed, and their function in the body. The animation then describes the genetic cause of sickle cell anemia and how the disorder affects the body. It also lists the potential long-term complications of this disease. Treatment is covered separately.When human figures are needed to convey a concept, those whose ancestors came from sub-Saharan Africa are intentionally shown, as they are affected at much higher rates than other ethnicities.  The language level of the narration is purposefully written at a grade school level to increase understanding of the material by the target audience. The animation benefits those who cannot read because they can listen instead to the narration while viewing the visuals. In the web version, optional closed captioning will be added for those who have difficulty hearing. To reach and educate a worldwide audience, this animation will be translated into nine foreign languages and live on multiple YouTube channels, which have collectively received over five million subscribers and 1.7 billion views.