Crowdfunding Campaign-English

Funding Period: 18 Sep 2016 – 31 Oct 2016 (Completed)

Dear Sponsors

 Thank you very much for your support of the crowdfunding campaign, No more Avoidable Death from Accidents (NADA). The campaign ended yesterday and the contributions have come from S. Korea, UK, US, Canada, and Singapore. very grateful and humbling.

Thankfully, Loughborough University kindly agreed to provide a matching fund to this project, so I am very glad to let you know that we have raised £10,730 in total and our team will be able to produce the second animation as planned. I look forward to coming back with a new animation next year. I will keep you informed on this journey as promised.

Best regards

You can find the original crowdfunding campaign website (Indiegogo).


1. Why do Accidents Like this still Happen?

We have all been touched by many heart-breaking accidents happening around the world: like as big as Tianjin explosions in China 2015 and as small as countless medical accidents in healthcare; As a person originally from South Korea, the terrible South Korea Ferry accident in 2014 particularly saddened me because, like so many others, it could have been avoided.

So, I, together with my team, produced the first animation, Two Contrasting Views of the South Korea Ferry Accident” to share important research insights about how systems usually fail with the widest possible audience in an engaging, powerful yet concise way.

The new project today builds on this earlier work. We want to make a second filmshowing what a safe and resilient system would look like. It will communicate how the latest research from human factors and safety systems engineering can make complex systems safer and prevent avoidable deaths from accidents.”

2. After the Successful Dissemination of the First Film

After the launch of the first animation, we were humbled by many encouraging comments and suggestions from around the world. So far we have more than 15,000 views across the world. It has been highly praised for brilliantly highlighting the danger of blame culture and the paradox of safety.

Comments received on the first film include:

“Excellent animation. Puts all the pieces together nicely. Fastest introduction to the “new look” in system safety you will find. ” 

Richard Cook, Professor of healthcare system safety, KTH Royal Institute of Technology, Sweden

 “Your animation makes the point brilliantly. Next step: Getting people to view it, digest it, and change behaviour.” 

Don Norman, Professor Emeritus of both psychology and cognitive science, One of the world’s most influential designers, USA

“I have watched the video with much pleasure! What a great piece of work. It is this kind of medium that we need more of in order to get the message through to those who would never read the books on this stuff.”

Sidney Dekker, Professor, Best-selling author on human factors & safety, Australia

“It’s very, very good. Clear, brilliantly produced and thought-provoking.”

Steve Evans, BBC’s Seoul Correspondent, South Korea

“This is so thought-provoking, learning in complex safety critical environments, blame v just culture.”

Martin Bromley, Founder and Chair of Clinical Human Factors Group, UK

But a new important question was also raised:

“What would a safe system look like in practice?”

We want to answer this new question in the new animation: “Two contrasting Futures”. This question could be harder to answer, but at the same time, there has been huge progress in safety research in the past 50 years, which can give us really valuable insight and vision.

The second film will complement the first one. It will be mainly based on the latest research evidence on system safety, resilience engineering, safety intelligence and more.

3. The New Second Film: Two Contrasting Futures

As a system safety researcher, I know there is a clear vision for a safety excellence organisation – what people at all levels should be like – proposed by decades of scientific research, but yet to be widely shared and understood by policymakers, regulators, system designers, media, and the general public. The aim of this project is to produce an engaging animation showing what a safe and resilient system would look like and behave like, and what actions each of us should take.

The new film will set out the following two contrasting future scenarios:

  1. Future I: a negative future with a blame and punishment cycle
  2. Future II: a positive future with learning and resilient capabilities

4. Why is This Important?

The film aims to reach out to a wider audience including policymakers, regulators, managers, designers, operators and the general public in developed economies as well as developing economies. We believe that a short animation with concise messages is a powerful and effective way to share the vision and insight. In particular, the animation will provide safety practitioners with an educational and communication tool that can be used for policy making, social action and public debate.

5. How Are We Going to Disseminate This Film?

As with our previous animation, we intend to release “Two Contrasting Futures” online for free to be used in education.

We intend to distribute the animated documentary through various routes and partnerships, including government agencies, professional associations and academic societies.

We will also promote the work more broadly through the international systems safety community at academic conferences, various online special interest groups (LinkedIn) and social media (Facebooks and Twitter).

6. How You can Support this Project

(i) SPREAD THE WORD about our existing work:

(ii) DONATE TODAY to help us make this film.

7. What We will do with Your Money

All the money raised here will be used mostly for the animation production tasks including storyboarding, modelling, rendering, narrative recording, sound effect producing and editing of the high-quality animation. Academic inputs and script writing will not be paid.

The style (2D/3D) and length (5-10min) of the animation will be decided depending on the amount of the money raised, (minimum requirement £11,000 up to £16,000)

The film production will comprise the following main stages (estimated duration shown in brackets):

  • Pre-Production work I: Scripting and storyboarding (2 months)
  • Pre-Production work II: Dubbing narration on the storyboard (1 month)
  • Main production work: Modelling, animation and rendering (5 months)
  • Post-Production work: Animated footage with narration and sound effects (1 month)