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Social stigma around C-sections discourages open conversations in Malaysia, leaving many parents unaware of hidden impacts on children’s health, such as gut dysbiosis. We helped launch Aptamil’s groundbreaking formula, Aptamil™ KID C-SynB, to bridge this knowledge gap and help parents understand the importance of tailored nutrition for C-section born children. Through a digital-first campaign that blended heartfelt storytelling with expert-backed education, we empowered parents to C the Difference.
In Malaysia, natural birth is encouraged and C-sections are stigmatised, limiting awareness of C-section born children’s nutritional needs in addressing gut dysbiosis—less diverse gut microbiota that can weaken immunity and affect growth. Ahead of launching a new milk formula for these children, how could Aptamil start real conversations while navigating cultural sensitivities to empower parents without alienating or guilting them?
We uncovered a simple insight: all parents want healthy children, and C-section parents are no different, their children just have different needs. Inspired by the widely known Korean gesture of love, we created C the Difference, a mnemonic of a half-heart over the eye forming a ‘C’, symbolising parental love and Aptamil’s promise to help parents ‘see’ tangible health benefits. This big idea rallied parents to embrace their realities and their children’s needs, gently reframing C-section from a stigmatised topic into a shared journey.
It unfolded as a six-month, fully integrated digital initiative that connected with parents at every stage. It began with heartfelt mum stories highlighting low awareness of gut dysbiosis and its impact on C-section children. Street interviews followed, sparking public conversations and exposing knowledge gaps. Educational content then delivered expert advice in an approachable tone through videos, infographics, and fun facts. This cohesive execution turned a delicate topic into an open dialogue, driving awareness and engagement.
In the end, we didn’t just help Aptamil launch a product; we redefined how parents approached nutrition for C-section children and dared to lead a conversation no brand had tackled before. The 6-month campaign achieved:
Media impressions (MY & SG)
Increase in total sales (MY)
Growth in brand awareness (MY)
Rise in brand reach (MY)
More social media SOV (MY)
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