Malnutrition Awareness 比赛结束

Raise awareness of elderly people and their relatives about malnutrition

开始 2016年10月28日 结束 2016年11月13日 23:59 UTC 审议 结果 2016年12月
开始
2016年10月28日
结束
2016年11月13日 23:59 UTC
结果
2016年12月
简介

背景

Some elderly people think that having less appetite and less strength is normal after 60 years old. They think that eating less is normal since they have less physical activity. They say: “I don’t have dinner anymore, I eat just a soup” or “I have been feeling a little tired lately”. Yet these symptoms (having less appetite, feeling less strong, walking slowly, losing weight) are signs of frailty and could be linked to malnutrition. While seniors don’t really pay attention to these symptoms, they are very important to notice as they might lead to more serious problems, and particularly to progressively losing their autonomy.

Families and caregivers in general have a big role to play, as they might be the ones who notice changes in the behavior of elderly people close to them. 

Nutricia provides a medical nutrition called Fortimel that helps supplement the needs of malnourished people, in addition to common nutrition. It’s sold in pharmacies, after it’s been prescribed by physicians. Pharmacists are the key people to go to when looking for advice on malnutrition.

Nutricia does not want to promote its products. What they are looking for is a way to raise awareness about malnutrition and convince people who might suffer from it or their relatives that they should talk to their pharmacist about how they feel. The pharmacist can then help them find solutions.

We want to let elderly people know that they are at risk of frailty and malnutrition while they wish to remain autonomous for as long as possible.

Nutricia's campaign is therefore called "Nutri-autonomie: Nutrition to support autonomy". In the past, the approach used was to show grandparents with their grandchildren and a tagline that said: All your strength will be needed to take care of the little one! This approach is considered a cliché and we’d like you to think beyond this approach.

The tagline says: “All your strength will be needed to take care of the little one!”

创意挑战

In an impactful poster that does not feature the product, make elderly people or their relatives realize they may suffer from malnutrition and encourage them to take action.

In France, estimates show that about 15% of people above 65 years old are frail. They are neither very old, nor very ill. They, and their relatives, don’t want to see scary posters about their age and their condition. Your poster mustn’t scare them or use bad humor.

Instead, you should let them know with metaphors, analogies or any other way that feeling weak, losing weight, having less appetite than usual and walking slowly are not normal and can be addressed. The message to convey is that they may be suffering from malnutrition, a problem that needs to be taken care of, with the help of their pharmacist.

Most people who are frail are not aware of it. They have never heard about malnutrition and they think it’s normal to feel weaker as they get older. Make them realize it’s not normal and that something can be done.

You need to find an approach that relates to elderly people or their relatives (family or caregivers) and makes them think: “That’s right… he/she/I might be suffering from malnutrition. Yet I want to remain autonomous . I need to do something! Let’s talk to the pharmacist about it.” 

The quality of the image is not super-important. What matters is that you spend time on the thinking: how do you make people wonder about the symptoms they suffer from and how do you convince them to talk to people who can help? To do so, the tagline that you will write matters. It should sum up your idea in a catchy line.

Remember, you can’t show the product (because medical nutrition can’t be advertised)! Don’t talk about the product either. Nothing like “tastes great” or “gives you strength” should appear on your poster. Only the Nutricia logo should be featured in your poster. The color code to use is RGB 78 38 131, Pantone 268 (the primary purple) and RGB 146 131 190, Pantone 2655 (the secondary purple).

Please explain your idea and why you think it does the job of changing people’s minds on a separate page of text.  

The best posters will be used as inspiration for a final poster that will be used in pharmacies in France.

提示

我们提供的举例只用于讲述其中的思路,让你更好了解我们的期待值。请不要在你的作品中照搬,否则作品将被拒绝。

A bad example is a poster that shows a smiley senior couple with grandchildren, all of them riding bikes. The tagline says: Stay healthy! It’s not new, and there is no call-to-action to talk to your pharmacist.

奖金

评审团奖金

  • #1 奖金 € 3,000
  • #2 奖金 € 1,500
  • #3 奖金 € 500

格式

Poster: a key visual and a tagline + text to explain your idea.

评奖标准

The winners will be those that provide a new way to address the question, away from the clichés and the scary visuals. Winning posters will have the right balance of being easy to understand by elderly people and reassuring for pharmacists.

比赛指南

本次比赛指南

  • Do NOT feature the product Fortimel.
  • Your entry should be in English or French
  • Only the Nutricia logo should appear on the posters. Download it from the toolkit.
  • Make sure your idea is new by doing some quick research.
  • Make sure your idea does not cause fear or anxiety. Avoid the use of negative adjectives such as “frail” or “malnourished”.
  • 作品应该使用英文 和 法文。
  • 入选作品将被用于在互联网上。授权和许可使用受保护的内容(包括音乐,照片..)必须与互联网广播兼容。你必须能够在任何时间提供这些授权和许可的书面证明。

eYeka爱可网标准比赛指南

  • 不要在作品中展现任何个人细节(姓名、联系电话、邮件地址等等)
  • 请保留一份高质量或高清版本的参赛作品,以供在获奖后使用。
  • 你提交的作品必须是你自己的创作,才具有参赛资格。
  • 你必须已经获得向该媒体投稿的作者和活动者的书面许可。
  • 如果你已经使用了任何不属于你自己的作品(音乐、照片、设计等),请在你的媒体描述中说明你所使用的音乐和/或图像是否是你自己的创作,并提供授予你使用它(们)的权利的许可的链接。
  • eYeka爱可网将可能要求你提供书面证明或书面文件的复件,以确保eYeka爱可网和品牌客户能根据比赛规则获得使用这些作品的授权。
  • 不符合上述规定的作品将不具备参赛资格。