Brief
Brief
The Nutricia Foundation was established in 1996, and its mission is to protect, promote and ensure health through nutrition. The implementation of the Foundation’s strategy for 2019 was based, among other things, on the continuation of the campaign raising awareness of the concept of the first 1000 days of a child’s life among future mothers. And we were therefore faced with a real challenge: how to present the nutritional needs of children after the age of one in an interesting way?
One-year-old children often communicate with their surroundings by saying their first words, which adults usually do not understand. However, these are certainly important messages that we decided to use in the campaign we are preparing. Our goal was to show that the Nutricia Foundation, as an expert in the nutrition of young children, knows perfectly well what the needs of toddlers are.
Solutions
A big challenge, but also a fun adventure, was recording the babbling trio of one-year-old actors. We provided the video with animated elements that “translated” the children’s words into a Key Message regarding nutrition after the first year of life. The material was posted on a dedicated landing page of the First 1000 Days program website. We use individual video elements on an ongoing basis in the social media campaign, as well as in the classic display campaign. The entire campaign is supported by engaged Influencers.
Result
The unusual presentation of an important topic met with keen interest from the target group. The campaign is year-round, but we have already managed to achieve wide reach to the target group through various channels. This is confirmed by research – over 60% of mothers in Poland are aware of the existence of the program 1000 first days of life for the child’s health.