INDUSTRY:
CONSUMER HEALTH
CLIENT:
DANONE
YEAR:
2025
EXPERIENCE:
CAMPAIGN
about.
Cow’s milk allergy is more common than parents think, and often missed.
In Turkey, Brazil, and the DACH region, cow’s milk allergy (CMA) in infants can go undiagnosed for up to eight months. Awareness of its symptoms was low among both parents and healthcare providers, leaving families stuck in a cycle of worry, sleepless nights, and unanswered questions. I led the strategy for a multi-market awareness campaign built to close that gap. It started with qualitative interviews with parents across the globe, and their stories of dismissed concerns and the long search for answers became the backbone of the work.
challenge.
Parents weren’t missing the symptoms, they were missing the connection. Itchy skin looked like a skin problem, an upset stomach looked like a feeding problem, and constant crying looked like simple colic. No one had told them these could all be the same problem. The campaign needed to help parents recognize that their baby’s symptoms could point to something diagnosable and manageable, and push them toward a conversation with their doctor sooner. It also had to do that without clinical jargon or fear tactics.
result.
We turned the three everyday symptoms of CMA into ownable, illustrated characters: milk-drop figures with cow-print bodies. The characters gave a hard-to-explain condition a face parents could recognize instantly. Together they delivered one simple message: it could be cow’s milk allergy. Post-campaign research showed parents could accurately explain the message and why it mattered for their child. They also reported high intent to seek more information, research CMA on their own, and raise it with their child’s doctor.
The campaign won a Silver MM&M Award and a Gold Titan Health Award.
Earlier recognition. Earlier diagnosis. Less suffering for the youngest patients.
