Entry Details

1. Campaign of The YearPR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

2. Entry Details Please provide the following information: Entry Category Campaign of The Year (No.25) Name of Campaign VITAL STEP Name of Brand Mead Johnson Nutrition (MJN) Name of Organisation Mead Johnson Nutrition (MJN) Name of PR Agency Ogilvy Public Relations Worldwide Ltd

3. Entry Video Video link: https://www.youtube.com/watch?v=NNfJbbeJjjY

4. Challenge • Campaign start date and end date:22 October 2015 – 31 January 2016 (phase 1) • KEY OBJECTIVES: • Budget:HKD1.2 million, including video production (confidential - not for publication) • Target audience: Primary: Parents-to-be or with newborns; Secondary: General public • Situation and Challenges: Inborn Errors of Metabolism (IEMs) are rare metabolic diseases that can hamper a child’s development and even cause death. About one in every 4,000 Hong Kong babies suffers from IEM*. If identified and treated early, the impact of IEM can be minimized through dietary adjustments and medication. Our client Mead Johnson Nutrition (MJN) partnered with the Joshua Hellmann Foundation (JHF), a not-for-profit organization to create a comprehensive education program to drive positive change. The objectives were: 1) To raise awareness and educate Hong Kong parents about IEM diseases 2) To encourage expectant parents to screen their newborns for IEM diseases within the critical first seven days of birth IEM is a complex disease that is hard to understand. Although Christina Strong, founder of JHF, dedicated herself to raising awareness by sharing her personal story after her son passed away from IEM in 2007, awareness of IEM in Hong Kong was very low, especially among local Chinese parents. In addition, we found that time-challenged Hong Kong parents would rather learn positive information that adds to their prenatal bliss than hear worrisome information. It is also difficult for CSR initiatives to garner sufficient support from a skeptical general public because many perceive similar programs as just another marketing activity, without realizing the true cause at the heart of the initiative.

5. Strategy • CORE STRATEGY • Our core strategy was to create an emotional message so powerful that Hong Kong parents would be moved to take the VITAL STEP - screening their babies for IEM within first seven days of birth. The execution strategy had three parts: Drive immediate action: MJN and JHF launched VITAL STEP - a territory-wide education and screening program - in October 2015, to motivate expectant parents to protect their babies. A free IEM screening subsidy for up to 500 newborns drove awareness and immediate action. MJN also made a donation to the JHF to support medical research and advances in newborn screening tests, conduct a series of education seminars, and provide support to diagnosed patients and their families. Create an emotional connection: Share-worthy social content helped foster wider public awareness through a touching micro-film based on the true story of an IEM patient. The film was produced by Adrian Kwan (關信輝), the award-winning director of 2015’s popular movie “Little Big Master” (五個小孩的校長), who is widely recognized for telling powerful, emotionally charged, authentic stories. Build ongoing engagement: To increase word-of-mouth, we engaged parents who participated in the free IEM screening program to share their experiences, resulting in peace-of-mind following their babies’ screening.

6. Strategy • CAMPAIGN CONCEPT AND CREATIVE RATIONALE Most disease awareness campaigns in Hong Kong feature a doctor explaining the disease, supported by a patient case study. Joshua’s sad story had been shared by Christina for over five years, and despite her repeated efforts, awareness of IEM remained very low. Meanwhile, IEM is a complex disease that is widely unknown in Hong Kong and hard to understand. A strategy and comprehensive plan were needed to draw parents’ attention to this life-threatening illness and help busy Hong Kong parents, without much time or willingness to learn, understand this complicated and technical issue. Our creative idea was to tell touching stories to cut through the clutter. Central to our creative concept to foster public awareness of IEM and activate expectant parents to take the VITAL STEP was a micro-film “My Daughter’s Story”, based on the true story of a child (Ching Ching) with a metabolic disorder, produced by award-winning film director Adrian Kwan. The story of Ching Ching was supplemented by documentary-style interviews with parents and medical professionals. Telling the story with a personal touch made it easier for people to digest the facts, and motivated the public to spread the message.

7. Execution - for Phase 1 Program KICK-OFF We launched the VITAL STEP public education program at a press conference on the birthday of the Foundation’s namesake Joshua. The micro-film also premiered at the event, with Director Kwan sharing his storytelling journey to drive media and public interest. The press conference attracted local, healthcare, and entertainment journalists from major print and online media. Follow-up media interviews with key publications including South China Morning Post, Hong Kong Economic Journal, Capital CEO and RTHK were arranged for MJN and JHF to share greater detail about the initiative, and for relevant medical professionals to educate the public. MICRO-FILM AND DOCUMENTARY VIDEO Video storytelling was central to our creative idea to foster public awareness of IEM. Through the eyes of a mother, we showed young couple’s struggle when their 5-year-old daughter suddenly fell seriously ill and was diagnosed with an IEM disease after rounds of medical check-ups. The micro-film not only depicts the family’s suffering, but also emphasizes the heartbreaking ripple effect the illness has on those surrounding the child. Ching Ching could have been a member of any of our families, even for those who are not parents, and we can make a difference by spreading the word. A seven-minute documentary, including interviews with JHF’s founder, another mother sharing her story on IEM, and doctors explaining IEM screening procedures in detail, was released to complement the micro-film and enhanced its effectiveness by further educating the audience.

8. Execution - for Phase 1 Program MICRO-FILM AND DOCUMENTARY VIDEO (Continued) The videos were posted on multiple online platforms and supported by a social content and media strategy to drive views and shares, direct viewers to the educational website, and motivate registration. Key Opinion Leaders (KOLs) were invited to share the video. The team also secured no-cost advertising space on the Hong Kong Mass Transit Railway subway system and in movie theater lobbies through partnerships with MTR Corporation and Golden Harvest Cinemas. PERSONALIZED CHRISTMAS E-CARD During the holiday season, we engaged parents who participated in the free IEM screening to become ambassadors for the VITAL STEP program by providing images of their babies’ footprints – the icon of the program – and sending personalized campaign Christmas e-cards to spread the world to friends and family and share the love for all children which was the heart of this program. A corporate e-card was created from the photos and mailed to the approximately 12,000 members of the MJN Mothers Club(confidential - not for publication).

9. Results FREE SCREENING PROGRAM WEBSITE • Program was over-subscripted by 280%: 719 parents registered for the program within first 24 hours, the number increased to 1,397 in 11 days. (confidential - not for publication) • Over 1,000 e-mail and phone enquiries in the registration period. • Average monthly screenings at the IEM Center surged by 45% during the campaign period. Recorded 34,370 visits from 16,405 unique users. MICRO-FILM AND DOCUMENTARY VIDEO • Within the first month of the campaign, more than 1 million people have watched the videos through various online platforms. • Leading to more than 4,700 “Likes,” 3,300 “Shares,” and numerous positive comments on MJN’s Facebook page. • Micro-film was screened in the concourses of 48 MTR stations and lobbies of 4 Golden Harvest Cinemas from Dec 2015 to Jan 2016, touching the hearts of more than 1,896,000 people (confidential - not for publication) on a daily basis via the two high-traffic platforms.

10. Results MEDIA COVERAGE • Generated more than 130 stories in print and online media with an estimated reach of 20 million viewers. • VITAL STEP was reported in 100% of our target media, including the highest-circulation newspapers: Apple Daily, Oriental Daily, The Sun and Headline Daily. BEFORE PROGRAM LAUNCH CAMPAIGN PERIOD ONLINE EXPOSURE & MENTIONING • Online posts mentioning “代謝病”(IEM diseases) surged by 346%* during the 4-month campaign period, reflecting a significant growth in public awareness and interest in IEM.* Compared with data from Jun to Aug 2015

11. Supporting Visuals VIDEOS AND E-CARD Micro-film: https://www.youtube.com/watch?v=YopodhZoseU Entry video: https://www.youtube.com/watch?v=NNfJbbeJjjY Personalized E-card: https://www.dropbox.com/s/r9h1epca2xq2dfc/Ecard.mp4?dl=0 Documentary: https://www.youtube.com/watch?v=KPatLKgidZs

12. Supporting Visuals No-cost Advertising Opportunities Media Coverage