ANIMAL PROTECTION DENMARK

The problem

Dyre- og Naturskolen wanted to improve awareness about the school for kids and needed digital engaging activities for kids about good animal ethics. 

The goal

The goal was to create informative and engaging campaign pages that represents “Dyre- og Naturskolen” (whichI have changed to “Skolen for dyrevenner”), and showcasing a game that focuses on teaching children about good animal ethics in a fun, engaging and educational way.

CLIENT

Animal Protection Denmark
(Dyrenes Beskyttelse)

TYPE

Microsite
Game (game explainer video/prototype)

PROJECT

Student work

Tools

Figma
Procreate
Adobe CC:
– Photoshop
– Illustrator
– After Effects
– Premiere Pro

Content

01

Concept

02

Insights

03

Game

04

Visual identity
Concept01

Concept

How do you place 7 to 10-year-old children at the center of an interactive story that is entertaining and educational about good animal ethics?

Target audience for the website:
School teachers for 0.-2. grade pupils (7-10 year olds) .

Target audience for the game:
7-10 years old kids.
Insights02

Research: 

– Brief from the Animal and Nature School
– Research framing
– Desk research
– Quantitative research
– Identify patterns

Key insights

1. The 7-10 years old kids are not entirely certain about interpreting wild animals’ body language.
2. Kids are mostly visual-oriented in learning style
3. Taking care of pets increases empathy
4. Kids use mostly tablets and have parental involvement
5. In games, kids love active involvement, and they prefer narrative and visual entertainment, they seek enjoyment, learning, and problem-solving in activities and appreciate the ability to make choices in games.

Based on the insights I designed a game for the 7-10 years old kids where they can learn to understand both pets’ and wild animals’ body language in an engaging, fun and educational way. 

The school was open for new ideas to a new name and tagline for the school so I came up with the name: Skolen for dyrevenner – dyreetik i børnehøjde.

Game03

The game

Watch the video game explainer below how the game works.

The target group is 0.-2. grade students (7-10 year olds) and can be used as an introduction to animal ethics. In the game the child explorers the animal shelter with pets and the nature with Danish wild animals where the child learns about an animal’s behavior by solving puzzles, earning stars and rising in rank from ‘you’re an animal lover’ to ‘animal ambassador’ for good animal ethics.
The insights from the desk research showed that most children’s learning style is visually oriented and therefore the senses of seeing and listening are used the most. A read-aloud function makes the playing experience easy/pleasant for e.g. the 0th grade students who have started to read. 

Visual identity04

Style

Photos are utilized to provide insight into the school’s offerings for the children. Photos establish authenticity and make it engaging. The playful expression in the design, inspired by the game, serves as one of the primary purposes of the website: to encourage children to try the game. The second primary purpose is to encourage school teachers and, for example, SFO pedagogues to sign up for a visit to this school, which is intended for children aged 7-10. The bright look is tailored for school teachers/SFO pedagogues as the primary audience, while the slightly bolder colors in the game are aimed at the children, who are secondary users of the website along with an adult. This is to pique their interest in the game on the gameplay page with the girl character which is ready for adventure and images from the game.

Style tile for the website

Style tile for the game