The magic of childhood

In the UK, Fresenius Kabi supports and provides care for approximately 3,000 paediatric Homecare patients requiring enteral nutrition (EN). But healthcare professionals (HCPs) held a perception that Fresenius Kabi’s commitment to paediatric patients was low, leading them to consider competitors.

Fresenius Kabi needed a campaign to demonstrate what their EN Paediatrics brand truly stands for to change perceptions, both interanlly and externally, of their core ability, and legacy, of supporting paediatric patients and their families.

The Magic of Childhood campaign was designed to communicate Fresenius Kabi’s commitment to paediatric care and the transformative effect it can have at arguably the most important stage of life.

Childhood is a time of life synonymous with learning and imagination. Having fun through playing and exploring new things helps children to develop in so many ways – cognitively, socially, emotionally, and physically. But children on enteral feeding (and their parents) can feel like they are held back from embracing the childhood they deserve and are entitled to. They don’t always have the opportunity to interact with the world around them in the same ways that other children can, which can add them feeling that they are different.

A series of illustrations were commissioned to demonstrate the pure and irreplaceable ‘fun’ of childhood, and how that doesn’t have to lost just because a child is on enteral nutrition.

Four magical and vibrant scenes were created and overlayed on photography to create the blend between the real and imaginary worlds, working beautifully as static images while also coming to life through animation. Elements from the illustrations could also be used independently and flexibly across the campaign assets, both current and future.

Launched early 2024, the campaign received unanimous approval from the internal sales team along with their belief that it aligns perfectly with their customers (both patients and HCPs).