To communicate the fact that Betadine is not simply an antiseptic used to disinfect wounds and prevent infection, it also contains an anaesthetic, which eliminates the sting while wounds are cleaned.

We created a campaign based on typical accidents that require cleaning a wound. In each example, the children experienced the pain from the accident twice. First, as they had impact with the object and second, as they confront the painful antiseptic used to clean the wound, represented by the first aid kit.

The perception and awareness of the product benefit has increased by 38%.