LeoPharma:
Fight Against Eczema
Character Design and Brand Campaign
This campaign brings to life the role of Staphylococcus aureus in eczema through the character Staphy, and addresses the key factors in the management of eczema—treating “itch” and “infection” by breaking the vicious cycle of itch-scratch infection.
To better illustrate the relationship betweenStaphylococcus aureus and eczema, the hero and heroine of the story, Eric and Emma, were created as educational figures to teach young eczema patients about the treatment and management of eczema. The character Staphy who appears in the storybooks, is also brought to life in this campaign, serving to remind children about the undesirable effects of scratching. Staphylococcus aureus, or Staphy as we tell kids, is a type of bacteria found on everyone's skin. He is usually harmless and friendly when left alone. But friendly Staphy changes into angry Staphy when kids scratch. Angry Staphy reacts by summoning an army of tiny Staphies to launch an attack on the skin.
The campaign comprised of in-clinic collaterals and patient education materials, which includes patient activity sheets and two fully illustrated story books. These are all packaged together in an easy-to-distribute campaign education folder comprising of a branding and campaign guidelines book that has all the information on how to roll out the programme to different markets throughout Asia.
To better illustrate the relationship betweenStaphylococcus aureus and eczema, the hero and heroine of the story, Eric and Emma, were created as educational figures to teach young eczema patients about the treatment and management of eczema. The character Staphy who appears in the storybooks, is also brought to life in this campaign, serving to remind children about the undesirable effects of scratching. Staphylococcus aureus, or Staphy as we tell kids, is a type of bacteria found on everyone's skin. He is usually harmless and friendly when left alone. But friendly Staphy changes into angry Staphy when kids scratch. Angry Staphy reacts by summoning an army of tiny Staphies to launch an attack on the skin.
The campaign comprised of in-clinic collaterals and patient education materials, which includes patient activity sheets and two fully illustrated story books. These are all packaged together in an easy-to-distribute campaign education folder comprising of a branding and campaign guidelines book that has all the information on how to roll out the programme to different markets throughout Asia.
Campaign education materials: campaign guidelines book and campaign materials compilation folder
In-clinic materials: door signage, disease awareness posters, and leaflet
Storybook 1: We Are Going To The Beach, and Storybook 2: Let's Go To The Park
Patient education materials: tote bag giveaway, activity sheet, and "Creams and Staphies" gameboard
