Parents don’t respond to push. They respond to understanding.

We flipped the usual efficacy-led narrative and led with taste - not as a gimmick, but as a tension reliever. The insight: kids resist medicine when it tastes bad and parent's stress when kids are not on their path to recovery.

So we set out to earn their trust by relating to their high-stress parenting reality

The OOH campaign showed kids willingly taking medicine for taste and the parent's breaking into a moment of smiling comfort knowing that relief is finally on the way.