What is Better Than How:
Compleat x Elmo
- Purpose
- A leading brand in tube-feeding nutrition, Compleat has always been an advocate for the "tubie" community. We set out to expand the reach of that advocacy with a campaign that seeks to normalize the presence of tubes at meal time by making every child feel seen, and every family celebrated; with some help from one of the world's most famous furry faces.
- Performance
- The campaign is designed to increase awareness and consideration of Compleat by connecting in a way that feels genuinely meaningful to the tube-feeding community. By bringing the lived experience of tube-fed children and their families into the wider culture, the platform creates greater visibility and understanding while giving caregivers new reasons to engage with the brand.
Totally Tubie
The campaign features real families who live with the realities of tube feeding every day. Through the campaign and content sharing their personal stories we look to bring authentic representation to this community.
Sing Along
To spread the word. our team crafted an original song in which Elmo discovers the many ways children eat – reinforcing the idea that it doesn't matter how you eat, what matters is that you are nourished. A singalong experience on site allows visitors to put their own twist on the lyrics.
Amplifying Impact
To ensure our mission reached the masses, we looked to maximize each and every asset – creating a plethora of short form spots, making the song available across multiple audio platforms, and tapping trusted cultural voices that shape how society understands caregiving and childhood.