Kellogg's Fernsehen und Film, Digital Uniform Against Malnutrition [video] Leo Burnett Mexico

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Uniform Against Malnutrition [video]

In die Sammlung hinzufügen
Notiz hinzufügen
Branche Getreideflockengerichte, Öffentliche Sicherheit, Gesundheitswesen und Hygiene
Medien Fernsehen und Film, Digital
Markt Mexiko
Agentur Leo Burnett Mexico
Chief Creative Officer Federico Russi
Associate Creative Director Andrés Landívar
Copywriter Pablo Miranda
Produktionsagentur Landia
Veröffentlicht Februar 2018

Belohnungen

Lions Good 2018
Sustainable Development Goals Lions People > Good Health and Well-being Bronze Lion

Kredite und Beschreibung

Brand KELLOGG'S
Entrant KELLOGG QUERETARO
KELLOGG Queretaro, Mexico Entrant Company
LEO BURNETT MÉXICO Mexico City, Mexico Idea Creation
LANDIA FILMS Mexico City, Mexico Production
Horacio Navarro Leo Burnett Mexico Chief Executive Officer
Federico Russi Leo Burnett Mexico Chief Creative Officer
Andrés Landivar Leo Burnett Mexico Associate Creative Director
Pablo Miranda Leo Burnett Mexico Copywriter
Diego Mastretta Leo Burnett Mexico Creative Support
Bernardo Verduzco Leo Burnett Mexico Account Director
Lorena Villa Leo Burnett Mexico Account Supervisor
Roberto Collazo Leo Burnett Mexico Agency Producer Director
Jesús Almazan Leo Burnett Mexico Agency Producer
Jorge Amare Leo Burnett Mexico Agency Producer
Omar Carrión Kellogg IMC Director Latam
Berenice Aguirre Kellogg Regional Director Latam
Synopsis
As children nutrition experts, Kellogg’s wanted to help solve one of the biggest problems in the country: child malnutrition.
The brand seeked to develop a social campaign to expose malnutrition cases in order to make the brand’s food programs more effective and relevant for kids in high risk situations.
Strategy
The early years of a child's life mark the physical and emotional development for the rest of its life, this is why the uniforms were specifically designed for kids under 6.
We went to public schools at 4 of the most needed locations in Mexico to provide them with the uniforms. In addition, teachers and parents received an informative kit where they could find various flyers, a nutrition guide, and some Kellogg's products.
This is how we’re using the uniforms to encourage them to take the first step in case they found a possible malnutrition case.
Outcome
In less than two weeks, we went to 20 public schools at 4 of the most needed locations in Mexico to provide them with the uniforms.
During this period, thousands of children wore our uniforms. We have already received more than 200 hundred telephone calls that have become the first step to solve the children’s malnutrition problem in Mexico, allowing us to grow our database in these locations and letting us offer more personalized and effective nutrition programs.
Brand perception improved among parents of the places in which we implemented our initiative, as their knowledge about nutrition issues became wider.
Due to the success of this initiative, Uniform Against Malnutrition are expected to reach more than 200 public schools in the most remoted areas of the country by the end of the year, as well as thousands of Mexican kids in high risk of malnutrition.
Execution
With the help of industrial designers, doctors and nutritionists, we integrated the special meter in uniforms in a very simple way.
Once kids had their uniforms on, parents and teachers just had to close the part that remained exposed in their right arm with a Velcro system. An arrow on one side of the sleeve pointed to three colors (green, yellow, or red) related to three possible nutrition states, depending on the arm's diameter.
If the color was green, the child was in a good condition; if it was yellow or red, it meant the child was in a moderate or severe malnutrition situation. In the case of a yellow or red indicator, a nutritional expert’s number could be found on the shirt's label for immediate help.
Campaign Description
We found a reliable way to identify this problem in kids under six years old: upper arm diameter measurement.
Losing muscular tissue is a clear symptom of malnutrition, and the arm is the part of the body where we can see this lost clearly. That´s why upper arm diameter measurement is more adequate to identify malnutrition than the weight or height of the kid, and it is a common technique used by doctors and nutritionists. An arm with 12.5cm in diameter is a sign of malnutrition.
Through this technique, we created school uniforms capable of displaying malnutrition alerts in real-time. By placing this measuring system on the sleeves of kids’ clothing, and simply adjusting them to their arms, we kept track of their nutritional status daily.
Brief With Projected Outcomes
In Mexico, 1 out of every 8 children under the age of five suffers from malnutrition.
However, battling this problem is difficult because it often remains invisible. Malnourished children may look healthy; if so, how could parents, goverments or brands address the illness with proper treatment or better nutrition?
Another thing that complicates identifying malnutrition cases is that in this country not all the kids have a good access to medical services. On average, social health professionals just arrive once or twice per year to schools in remoted areas.
This situation complicates Kellogg´s efforts to identify malnutrition cases and to tackle them with more effective nutrition programs.