CMA Awareness Characters

Cow's milk allergy affects more infants than most parents realize — and in Turkey, Brazil, and DACH, it often goes undiagnosed for months.

Awareness of CMA symptoms among both parents and healthcare providers was low, leaving families trapped in a cycle of worry, sleepless nights, and unanswered questions. This campaign was built to close that gap.

The insight was simple and human: parents weren't missing the symptoms. They were missing the connection. Itchy skin felt like a skin problem. An upset stomach felt like a feeding problem. Constant crying felt like an unknown problem. No one had told them these three things could be the same problem.

The creative built on that truth. Under the headline BE ON THE LOOKOUT, the campaign connected three everyday symptoms — itchy skin, upset tummy, constant crying — to a cause most parents had never considered. The tone was warm but direct: no clinical jargon, no fear tactics. Just one parent talking to another, offering the one piece of information that could change everything: what they were seeing had a name, and help was available.