In collaboration with the EPA (Egyptian pediatric association), Danone wanted to create an unbranded awareness campaign on the high percentage of Iron Deficiency amongst toddlers and babies (50%). 

Inspired by the Arab Spring voice of the  "Thawra generation" (Revolution generation) the concept was built with an attention grabbing baby visual and (arabic) word play.

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CREDITS:

Concept & Copywriting: Pascale Nader

Art Direction: Samar Elbosraty

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PS: the literal translation does not give the concept justice. In all 3 concepts, the message revolves around what is commonly known to be iron deficiency, which reads as: 

A "poor" blood. (or Iron-poor blood).

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