Mead Johnson & Joshua Hellman Foundation: Vital Step

Mead Johnson Nutrition (MJN), an infant formula company, used emotional storytelling, social media and PR to increase awareness of a group of rare metabolic diseases in Hong Kong.

Campaign details

Advertiser: Mead Johnson & Joshua Hellman Foundation Agency: Ogilvy Public Relations

Situation analysis

Inborn Errors of Metabolism (IEMs) are rare metabolic diseases that can hamper a child's development and even cause death. If identified and treated early, the impact of IEM can be minimized through dietary adjustments and medication. By completing a simple IEM screening within the first 7 days of a child's birth, parents can detect potentially fatal risk factors and protect the health of their child.

About one in 4,000 Hong Kong babies suffers from IEM1. Many Hong Kong doctors do...

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