Brand Experience and Activation > Brand Experience & Activation: Sectors

STORIES TO INHALE

NBS, Sao Paulo / CLIN KIDS / 2018

Awards:

Shortlisted Cannes Lions
CampaignCampaign(opens in a new tab)
Supporting Content
Case Film
Supporting Content

Overview

Credits

Overview

CampaignDescription

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.

Execution

The masks with fun stories were turned into the INHALATION STORIES KIT, which were given to children any time they needed inhalation therapy. These kits were set up in plain view in the inhalation therapy room and drew children's attention as soon as they entered the room. Then it was just a matter of choosing a character, fitting the right mask on the nebulizer mask, putting on the headphones, selecting the story online and starting the treatment.

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.

Relevancy

Inhalation therapy at a pediatric clinic is a terrible experience to go through. Inhalation Stories is here to make inhalation therapy a much less dramatic experience. We created an experience that makes this type of therapy much more pleasant and even fun. Not just because of the design of the masks that turns you into a fun character, but also because of the whole atmosphere created for each character in audiobooks written by children's authors. The stories last as long as an inhalation treatment and entertain children while teaching them to inhale the medication.

Strategy

Our challenge was to create an attraction that made inhalation therapy less torturous. But what if the therapy itself were the attraction? We got rid of the ugly, face-distorting masks and used new ones that turn children into one of four fun characters. Next, children's authors created fun stories for each character, with supervision from pediatricians from Clin Kids. This is because, besides entertaining them, each story also helped children inhale the medication. For example, 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.

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.

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