Client
FAO
Category
Video
Explainer
Animation
Deliverables
Video
Managing ethical situations: FAO Ethics Office animated explainers
Background
The FAO Ethics Office reached out to Rooftop to develop a solution for communicating their Code of Ethical Conduct to FAO staff and service providers
The goal was to create content that was not only informative but also engaging and easy to digest. Recognising that ethical conduct is often a complex subject, the FAO wanted a series of videos that could simplify these important principles while also making them relatable.
Rooftop’s task was to produce animated explainer videos that would communicate these concepts effectively and memorably.
Challenge
Making complex ethical topics accessible:
The main challenge was to take the intricate and serious topics within the FAO Code of Ethical Conduct and present them in a way that was both clear and engaging. Ethical dilemmas, sexual harassment, and conflicts of interest are sensitive subjects that require careful handling.
The team had to create an animation style that was both simple enough to make the content accessible and relatable, while maintaining the gravity of the message.
Another challenge was ensuring the information was accurate, as it needed to be an effective training tool for FAO staff, providing clear guidelines on how to react to challenging situations. Additionally, the team needed to ensure the videos remained universally understandable, considering the diverse global nature of FAO’s workforce.
Solution
Fred’s ethical adventures and “Hat” concept:
Rooftop’s solution was to create a series of animated explainer videos featuring Fred, a fictional FAO employee who finds himself navigating various ethical dilemmas. These videos were designed using a minimalist animation style that adhered to FAO’s colour scheme and used simple, clear language to make complex topics more digestible.
Each video focused on one of the three key themes: ethical behaviour, ethical dilemmas, and sexual harassment. Fred’s character became a relatable figure for FAO staff, simplifying these important concepts and demonstrating appropriate responses.
The result was a series of videos featuring Fred, a fictional character who represents a typical FAO employee, allowing staff to see themselves in these scenarios.
Rooftop also introduced a fun, memorable concept – Fred wears different “hats” depending on the ethical situation he’s facing. This visual cue was designed to help viewers connect with the material more easily and could also be used in physical workshops or conferences to reinforce ethical discussions.
Complementary printed materials such as posters and stickers reinforced the messages from the videos, creating a cohesive, multi-format approach to the ethics training.
Rooftop also introduced a fun, memorable concept – Fred wears different “hats” depending on the ethical situation he’s facing.
The Result
A memorable training tool for FAO
The project was successfully completed over the span of a year, with the videos becoming an integral part of the FAO’s internal training. The Fred character quickly became a memorable and relatable figure among staff, helping to humanise the complexities of the FAO Code of Ethics.
The use of Fred’s “hats” as a visual cue provided a fun and practical tool for engaging with the training content. The videos and printed materials helped the FAO improve internal communication, ensuring staff and service providers could navigate ethical dilemmas with clarity and confidence. The materials were praised for their accessibility and impact in fostering a safe and respectful working environment.
The videos were launched internally, and they received positive feedback for their simplicity, effectiveness, and the way they made tough subjects approachable. The Fred series continues to be used as an essential tool for FAO’s training, helping to reinforce the organisation’s ethical values globally.
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