CHILD FRIENDLY TUBE FEEDING


Campaign for Fresenius Kabi

The Brief

Fresenius Kabi are one of the world’s largest pharmaceutical companies with an extensive portfolio of brands.They offer a range of feeding tubes and accessories that help children who cannot feed orally. This can be a daunting experience for children, and for a number of years a range of child friendly exclamatory colouring books were used to make the process more child friendly. When FK asked us to redesign the books we suggested a more modern approach.

The Solution

Instead of simply updating the colouring books we recommended an innovative digital solution that would be more engaging for children of a digital generation. We commissioned the bespoke production of ‘Sam’ a professional broadcast quality puppet and enlisted the services of a professional puppeteer to bring him to life. We filmed Sam interacting with an FK specialist nurse in a number of short video scenarios to explain and reassure children in a more palatable format. Additionally we created takeaway pocket sized cards featuring Augmented Reality experiences that would allow patients and their parents and carers to access the videos using their smartphones and tablets. A responsive microsite became a portal for patients to access support and share their experiences.

The Result – did it work?

“The important thing with children is to make sure that you can engage with them, talk to them and make the subject less scary”

Simon Mehlman – Fresenius Kabi

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