Clin Kids Film, DM, Design & Branding Stories to Inhale [video] by NBS Sao Paulo

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Stories to Inhale [video]

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Industry Hospitals, Healthcare facilities & Medical Services
Media Film, Direct marketing, Design & Branding
Market Brazil
Agency NBS Sao Paulo
Chief Creative Officer Carlos Andre Eyer
Creative Director Andre Havt, Sergio Lobo
Art Director Daniel Scheiner
Copywriter Fernando Christo
Production Domo Producoes
Director Tiago Soban
Released May 2018

Awards

Lions Health 2018
Pharma Lions Patient Engagement > Non-Regulated Silver Lion

Credits & Description

Advertised brand: Clin Kids Childre’s Hospital
Advertising Agency: NBS, Sao Paulo, Brazil
Creative VP: André Lima
Chief Creative Officer: Carlos André Eyer
Creative Directors: André Havt and Sergio Lobo
Art director: Daniel Scheiner
Copywriter: Fernando Christo
RTVC: Andrea Metzker, JP Muniz, Luís Carvalho e Cida Nascimento
Client services: Sabrina Leme and Lucas Giglio
Project manager: Teca Vilaça and Mariana Soares Constantino
Storie’s Writer: Noemi Loureiro
Digital production: Luego
Film production: Domo Produções
Film director: Tiago Soban
Screenplay: Fernando Dumitriu and Thiago Dragoni
Sound producer: Canja Audio Culture
Voices: Marko Aurelio, Karen Giraldi, Raquel Giraldi, Lucas Sfair
Photo: Thiago Dragoni
Graphic producer: Wender Assis
Retouch: Renato Carvalho
Graphic: P+E Galeria Digital
Prototype: Romeu & Julieta Estúdio
3D print: 3D Tek
Illustration: Dogs Can Fly
Client’s approval: Dr. Fabio Bedoni
Other credits: Gabriel Tye, Dirty Work, Carlos Grübber e Hwira Gibin, Lucas Sfair, Filipe Resende, Levi Mynssen, Pedro Osinski, Eduardo Karas, Leonardo Lima, Casa Locomotiva
Published: May 2018
Synopsis:
Inhalation therapy can be fun.
About half of the Brazilian population suffers from respiratory problems. With the arrival of autumn and the dry season, the air tends to get drier. Those who suffer most from this are the children, who needs inhale therapy. But who said they want it? It was thinking in this situation that NBS created the project "Stories to Inhale" for the pediatric clinic Clin Kids. The goal is to turn the drama of inhalation into fun.
Synopsis
Tantrums were a recurring problem during inhalation therapy at the Clin Kids clinic. Despite the best efforts of doctors, nurses and parents, inhalation therapy is not a fun time for young children, who feel suffocated. Treatments that were supposed to last 12 minutes often took twice as long, just because children would throw tantrums.

Outcome
Acceptance was outstanding. We traded tantrums for laughter. We were able to change a behavior by turning an obligation into pure fun. Now, children not only sit quietly throughout the treatment, but they also want to do it again to hear the other stories. This allowed us to reduce the wait time for inhalation therapy by 50%, not to mention the peace of mind it brought parents, doctors and nurses, who no longer needed to beg children to finish their treatment.

Execution
The Inhalation Stories Kit is made up of a fun character box, a mask, and a pair of headphones. The masks are made of a light, flexible material, so they feel light on children's faces and fit perfectly over the nebulizer masks. Then, an adult just needs to put the nebulizer mask, character mask, and headphones on the child, choose the character's story on storiestoinhale.com, and let the child have fun while undergoing therapy. The stories were created by children's authors with supervision from Clin Kids pediatricians. They last exactly 12 minutes, the same as the therapy. The stories also help in medication delivery, because the characters experience the same respiratory problems as the patients. For example, at a given moment, the fox runs so fast she is out of breath, and the child needs to help her take a deep breath and fill her lungs.

Campaign Description
To turn 12 minutes of suffering into pure fun, we created Inhalation Stories. The kit given to the young patients contains a fun-looking mask that fits over the nebulizer mask, transforming the child into a character from a story. Once the mask is on, you access storiestoinhale.com and choose the character's story. During 12 minutes, the average time of an inhalation therapy session, the character suffers from respiratory problems similar to those of the child, such as congestion, shortness of breath and cough. All of the stories were created by children's authors with the supervision of specialists from Clin Kids.

Brief With Projected Outcomes
We were under no specific restrictions for this project.

Audience
44% of Brazilian children have respiratory problems. The most common treatment? Inhalation therapy. But this was a terrible experience for a child. We needed to create a solution that made this moment less dramatic.