Portfolio: The AWHONN PPH Project | LAI Video

The PPH Project

We partnered with the Association of Women's Health, Obstetric and Neonatal Nurses to promote the impressive Postpartum Hemorrhage Project — an initiative dedicated to reducing the startling number of mother fatalities after childbirth. The comprehensive video not only offers a behind-the-scenes glimpse at the on-site hospital training, but also shares success stories from clinicians who were equipped to save lives.

Meeting of the Minds

To properly tell the story of The AWHONN Postpartum Hemorrhage Project, we wanted to establish an emotional connection between the viewer and the real-life nurses that are advancing an industry. Sarah, Favata and Phil captured an almost intervention-style forum that featured clinicians speaking to the value of the AWHONN course. These closeups of the dramatically-lit and very personal presentations became the heart of the video. These accounts were complemented with on-site interviews with educators and AWHONN staff to give context and information about the Project.

Enacting a Reenactment

On a separate shoot, Sarah, Anthony and Jun visited one of the hospitals using the PPH curriculum. Acting as a collective fly-on-the-wall, we followed the nurses through classroom and reenactment demonstrations. Justin created a content cut that juxtaposed the semi-traumatic stories with the relatively calm training session footage. With quick cuts, whip-pans and a black and white treatment, Anthony fully-transformed this docu-style b-roll into a full-blown reenactment — giving us a flavor for the hospital drama without having a crew record an actual childbirth.

Animating Blood [Loss]

LAI Video also worked with AWHONN in developing educational video content for the Project. Using infographic-inspired iconography, Favata designed an aesthetic that would simply speak to nurses about tangible measures to prevent postpartum hemorrhaging. Tiffany brought the storyboard to life, embracing a minimal yet vivid palette. While the overarching promo uses real people (and emotion!) to raise awareness and funding for the program itself, the animated training videos opt for a more faceless fashion of illustrating blood-soaked garments in a clinical manner.