Intention and Action.
It’s a shocking statistic, but true: 99% of people with a thyroid disease don’t know they have it. Merck wanted to rectify this and children were a crucial target. The main crux of this challenge was to educate children (and parents) about it in order to get children tested sooner. Merck also wanted to continue to establish themselves as a leader in the thyroid market, committed to supporting patients…READ MORE
Our insights revealed that we needed to break down and simplify what the disease is and how to identify it, in order to provoke understanding. We also knew that diseases feel scary to children, so needed to communicate to them through a visually appealing, positive and nurturing platform that educates them about the symptoms of thyroid disorders. And so ‘Catching the butterflies’ creative platform and campaign was born. The aim was to clearly distinguish and enable parents to spot the symptoms of thyroid disorders in children and educate children at the same time.