HAPPY SHOT

TitleHAPPY SHOT
ClientSANOFI
Product / ServiceCHARITY
CategoryB03. Corporate Reputation
EntrantPUBLICIS SHANGHAI, CHINA
Entrant Company PUBLICIS SHANGHAI, CHINA
Advertising Agency PUBLICIS SHANGHAI, CHINA

The Campaign

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.

The Brief

To convey Sanofi's positive image depicting care and concern towards Chinese children by a series of activities aimed at children.

Results

This is a product that causes immediate response and effect. It removes the fear of injections among children, saving the hassles of medical staffs from going through unpleasant injection process, which also ensures peace mind for parents. Having articles reported by five medical and health magazines, and design magazines, the campaign received much attention from the public after execution at children's hospitals in Shanghai. More hospitals are planning to work with Sanofi to promote the campaign in other cities in a long-term period. During the campaign held in three Shanghai Children's hospitals, many parents and children recorded the campaign and shared it on Weibo with friends and relatives. After the Happy Shot documentary film was uploaded, viewership hit 137682 times within 2 weeks, and it is still rising.

Execution

100 different styles of balloon-like containers were produced under a budget of RMB 5000. A direct promotional campaign was held in three Shanghai children's hospitals in the month of February 2013, also inviting various media and reporters for live interviews. Sanofi has uploaded the reports and documentary videos on its official website and online media platforms, expecting the campaign to be promoted in cities outside Shanghai in the future.

The Situation

China has 300 million children under the age of 12. However, there are only 68 children's hospitals to meet the rising needs. Sanofi wants to bring joy to young patients who go through treatments in crowded and noisy medical environment. This leads to the campaign 'Happy Shot'.

The Strategy

Hospitals create fear for children as its environment is frigid and its equipment being frightening. As such a little modification was made to create a balloon-like container that holds infusion bags, with infusion tubes attached to it. During the treatment, it would look as though children are holding floating balloons.

Credits

Name Company Position
Wanling Yu Sanofi Advertiser's Supervisor
Elsa Chou Publicis Sh Account Supervisor
Cugi Tsai Neptunus Photographer
Wirland Wu Freelancer Photographer
Terri Yuan Publicis Sh Art Buyer
Leo Jin Publicis Sh Designer
Hanna Han Publicis Sh Designer
Liron Qiu Publicis Sh Art Director
Ivan Liu Publicis Sh Creative Director/Copywriter
Akae Wang Publicis Sh Executive Creative Director/Copywriter
Sheena Jeng Publicis Sh Chief Creative Officer/Copywriter/Planner
Erik Vervroegen Publicis World Wide Creative Director