Children’s health is often discussed reactively, when something feels wrong. SEHA CLINICS wanted to shift that mindset toward early awareness, reassurance, and prevention, particularly as families prepared for the back-to-school period.
The challenge was to address sensitive pediatric topics in a way that felt supportive rather than alarming, educational rather than clinical. Along with remaining credible, culturally attuned, and engaging for both parents and children.
We began by developing multiple campaign routes to explore how pediatric health could be communicated with warmth, clarity, and impact.
Some routes focused on medical authority and screening, emphasising SEHA CLINICS’ expertise. Others explored emotional reassurance, framing care through empathy and everyday parenting moments. A third direction examined playful education, using storytelling and characters to make complex topics easier to understand.
Each route was evaluated against one core question:
Can this idea help families feel informed, reassured, and confident — while scaling across content, platforms, and physical environments?
The selected route "Ready for the future!"
This route was selected for its ability to balance education with optimism. It positioned early screening not as a response to a problem, but as a positive step toward a healthier, happier future.
The idea created space for storytelling, playfulness, and learning without undermining the seriousness of care.
To bring the selected route to life, we created Sehatoons - a set of original characters designed to guide families through common childhood health concerns.
Each character was carefully developed with:
• A distinct identity and name
• A friendly, reassuring voice
• Visual expressions that felt approachable and trustworthy
• An introductory animation established the tone and personality of the campaign, setting a clear foundation for all communications that followed.
The campaign system was designed to translate seamlessly across every point of interaction both in English and Arabic, ensuring a consistent experience wherever families encountered the message.
From animated social content and gamified storytelling to clinic screens, printed materials, and on-ground activations, each touchpoint carried the same characters, tone, and narrative.
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