Eucerin’s Creative Approach to Atopic Dermatitis Education
Case Study
2 minutes read time.
In the world of skincare, connecting emotionally with audiences can transform engagement. A project for brand Eucerin aimed to help children and their parents understand atopic dermatitis—a common skin condition—through a relatable narrative and charming illustrations.
The Narrative
At the center of this project is a story about a little girl and her cherished plush sheep. She longs to play with it, but the material of the toy irritates her skin. The sheep, her comforter, must stay out of the bed at night. This story reflects some of the struggles children face, making the condition more approachable for both young readers and their parents.
When the girl visits the doctor, she discovers that her itchy skin is caused by atopic dermatitis. This moment demystifies the illness and encourages empathy, reminding youngsters that they are not alone. The hand-drawn illustrations bring warmth and character to the story, providing comfort for a potentially upsetting subject.
Educating Through Art
The primary goal was to educate rather than promote. The engaging narrative explains atopic dermatitis in a way that resonates with kids, allowing parents to better understand the condition alongside their children.
As the story unfolds, the girl begins using a cream specifically developed for her skin, and her condition gradually improves. Finally, she can play with her plush sheep, demonstrating the efficacy of the product while also emphasizing the emotional journey of overcoming skin issues.
The Impact
The final brochure serves as a resource for families, balancing education and comfort. It provides information about atopic dermatitis without overwhelming users with clinical jargon. The illustrations invite families into an engaging environment while encouraging open discussions about skin issues.
In Conclusion
This case highlights the power of storytelling in marketing. By crafting a relatable narrative through hand-drawn illustrations, the project successfully reached its target audience. Eucerin not only offered a solution but also emphasized empathy and compassion when navigating the complexity and sensitivity of the condition.
Picture Book: A Little Kiss for the Sheep
Written by: Alenka Mirt
Illustrated by: Teo Križmančič
Content: Presentation of the topic of atopic dermatitis to affected children and parents
Client: Beiersdorf d.o.o, Eucerin