Client
Abbott
About Us
Two separate campaigns were designed for this prescription medication, used in treating premature babies: a professional campaign for medical practitioners and a consumer one for parents. To target professionals, LXB adapted an international concept to meet Canadian advertising standards, while parents were targeted with an original campaign based on Caillou, a character well known to children and parents alike. The consumer campaign was an unmitigated success, even in the Canadian North, where communications had to be adapted in the interests of securing quality care for premature babies.
Category
- Develop an engaging and touching platform to reach mothers of premature babies in order to publicize the risks associated with RSV (respiratory syncytial virus)
- Secure medical endorsements for the platform and ensure its relevance to the medical community
- Position Abbott as a leader in maternal health management
- Take advantage of the talent, visual style, and fame of Caillou creator Hélène Desputeaux to create Sydney, a small premature baby, to convey various messages
- Use unusual distribution channels to enhance message reach among target groups
- Informative print material, calendars, diaper bags, video, Sydney storybook, microsite
- Unanimous endorsement and spontaneous affection on the part of the medical community and mothers of premature babies
- International recognition of the platform
