Sanofi has been focusing on Chinese children’s well-being for a long time, and realized that many children are afraid of injections.

The challenge lies on how to change the medical environment and turn children’s fears with a limited budget.

An idea was generated to design a special packaging for infusion bottles, anticipating that ill children will like this lovely packaging. It is expected that children would get distracted with this and withdraw fear while getting injections. At the same time, it is hoped that Sanofi could portray the positive brand image of showing care and concern to children.

A mere design change for medical treatment could bring much joy and behavioural change among the ill children. Such surprise should influence China in a wider and broader scale through public relations.

Hospitals create fear for children as its environment is frigid and its equipment being frightening. This medical environment has become a communication platform after a little modification. A balloon-like container is designed to hold infusion bags, with infusion tubes attached to it. During the treatment, it would look as though children are holding floating balloons. This is called the “Happy Shot”!

Patients and parents were the best communication channels, as they were glad to share this surprise and joy with their family and friends through a different medium. Press reports and online documentary videos also enabled large viewership and greater influence.

100 balloons were produced with a budget of RMB 6,500 ($1,000). The campaign received much attention from the public after execution at children’s hospitals in Shanghai, and more hospitals are planning to work and promote with Sanofi. 5 medial and health magazines, design magazines and 2 TV stations reported the campaign. After the Happy Shot documentary film was uploaded, viewership hit 137682 times within 2 weeks, and it is still rising.