Government communications with the public and within organisations are more important and challenging than ever before. In fact, effective government communications are essential as governments must deliver a wide range of services and initiatives that often require community understanding, support, and feedback. How these messages are delivered can make all the difference
At Sketch Group, we specialise in transforming complex messages into engaging sketch videos—also known as whiteboard animations or explainer videos. These short, hand-drawn videos are a powerful tool for helping councils connect with diverse audiences, simplify information, and build trust.
Here’s why all levels of government across Australia are using sketch videos to improve their government communications—and how we’ve helped them do it.
1. Explainer Videos Simplify Complex Information in Government Messaging
Government communications often involve technical or policy-heavy content. For example, whether you’re introducing new guidelines, outlining service changes, or explaining community expectations, clarity is essential.
Sketch videos help break down complex topics into easy-to-understand narratives. By combining visuals, voiceovers, and structured storytelling, they ensure that even the most intricate concepts are communicated clearly—and remembered.
With ACT Human Rights Commission, we created a video to explain a new Code of Conduct for Health Care Workers. Specifically, the video targeted practitioners from Culturally and Linguistically Diverse (CALD) communities. To do this, we combined universal imagery and open captions, which provided a resource-effective way to reach a diverse audience.
2. Sketch Videos Encourage Community Engagement and Feedback
Councils need effective ways to explain changes and encourage community feedback during consultations. A well-crafted sketch video can walk the community through what’s changing, why it matters, and how they get involved. This helps to build trust and encourages participation.
The City of Greater Geelong knew that parking can be a contentious topic. Therefore, they wanted to ensure their approach was as consultative as possible. Sketch Group were engaged to promote the fact that the council was seeking input from the community and users who would be impacted. The sketch video guides residents through the options, explains why the council considered changes, and shows how to provide feedback. As a result, it became a central part of the consultation process.
3. Whiteboard Animations Make Sensitive Topics Easier to Talk About
Some of the most important, sensitive messages councils share—like child safety, mental health, and discrimination—can be difficult to communicate effectively. Consequently, they require a balance of clarity, empathy, and tone. Sketch videos help make public sector messages more approachable. The illustrative style feels warm and supportive, and the combination of visuals and narration allows you to share essential information with care and sensitivity.
One of the unique strengths of sketch videos is the ability to use visual metaphors. The use of simple, symbolic images, help to explain difficult or abstract ideas in a non-threatening way. For example, using a lighthouse to represent safety, or a bridge to show connection and support. These metaphors allow viewers to grasp complex emotions or systems quickly and intuitively, without confronting them with graphic or distressing imagery.
During the Royal Commission into Victoria’s Mental Health System, we used graphic recording and whiteboard animations. These tools helped to build a better, coordinated mental health system with the voices, rights and recovery of people experiencing mental health issues. Initially, we captured key messages shared in consultations through graphic recording. Later, we transformed these insights into a series of animated videos. Ultimately, the final outputs helped communicate important systemic issues clearly and respectfully—while maintaining the integrity of the original conversations.
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4. Sketch Videos Build Trust Through Storytelling
When it comes to building trust with your community, how you deliver your message is just as important as what you say. People are more likely to engage with content that feels authentic, human, and relatable. Sketch videos turn abstract policies into visual stories people can easily connect with.
We partnered with many local councils—including the City of Casey—to produce tailored sketch videos on child safety. Each video highlighted practical information—such as the importance of safe environments, mandatory reporting, and where to go for help—in a warm and accessible tone. Councils incorporated these videos into community programs, training, and online platforms to promote shared responsibility for child safety. Consequently, they fostered greater awareness and collective action.
5. Explainer Videos Support Campaigns and Civic Participation
Whether you’re running a public awareness campaign, encouraging voter turnout, or advocating for a community initiative, it’s crucial that your message is both clear and compelling. In these cases, sketch videos are an ideal format. They distill key messages into short, engaging stories that people can quickly understand and share.
For local governments, these videos can help raise awareness about new programs, promote civic behaviours (like recycling, voting, or attending community consultations), or drive action on local issues. For candidates or councillors, they offer a professional and accessible way to communicate values, policy priorities, and goals during election campaigns—without relying on dense manifestos or long speeches.
Sketch videos can also help demystify political processes—making local government feel more transparent, accessible, and participatory. When people understand what’s happening and why, they’re more likely to get involved.
We worked with Gaetano Greco, a former mayor of the City of Darebin who announced he would run for 2022 Victorian State Election. We created a sketch video that not only covered his key campaign points, but also amplified the voices of the local community. A script was crafted to reflect Gaetano’s personality and passion. Instead of engaging a professional voiceover, we had Gaetano record his own voice to bring that additional authenticity to his campaign. The animation was used across social media and local channels to help constituents quickly understand his values, priorities, and what he stood for.
A Smarter Way to Connect With Your Community
Sketch videos are more than just a creative way to communicate—they’re a strategic tool. They help local governments connect with their communities in meaningful and memorable ways. They simplify complex information and encourage engagement. By building trust through visual storytelling, they offer a modern solution, achieving cut through and overcoming challenges in public communication.
As councils continue to navigate change, consultation, and community care, embracing clear, visual communication can make all the difference. If your team is planning a campaign, consultation, or community initiative, we’d love to chat and explore how visual storytelling can support your goals.