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Case
UZ Gent: PGT
A desire for children can sometimes involve a great deal of fear and uncertainty. For example, some couples know they have an increased risk of having a child with a genetic disorder. Fortunately, they can greatly reduce that risk with pre-implantation genetic testing. Of course, this requires some explanation, which we were allowed to translate into a sympathetic animation video.
The customer
With over 3,000 patients per day and more than 6,000 employees, UZ Gent is one of the largest and most specialised hospitals in Flanders. UZ Gent also invests in scientific research and training, as a university center.
The challenge
With pre-implantation genetic testing, researchers look for a known mutation or chromosomal abnormality in embryos obtained after ivf. Only embryos that are not carriers of the mutation or chromosomal abnormality under investigation are transferred to the uterus. This allows us to minimize the risk of having a child with the disorder.
To couples considering such a pre-implantation genetic test, we not only want to explain how such a test works, we also want to reassure them. So not the time for complicated medical terms, for images of cold laboratories, or for impersonal figures.
Our solution
A sensitive topic, a medical explanation, and an elaborate process with several steps? Reasons enough to choose animation video! Because this allows us to tailor every aspect of the video to the situation: we focus on the story of a sympathetic couple, translate everything into plain human language, and portray the entire process step by step.
Of course, we also make sure that the explanations we give are scientifically correct, and that after watching the video, the viewer understands how the process works. In other words, a video that does exactly what it should!
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