Unituxin is a drug used to treat children with high-risk neuroblastoma. The popular unbranded campaign features a young red panda named Skivolo and his friends and family, who support and guide his treatment journey in a way that is approachable to Unituxin patients.
Brave Little Explorers is a sneaker-giveback program for children who have completed treatment. Follow-up care is crucial for these high-risk patients, so it is important that Unituxin continue to support them as they grow up. The Brave Little Explorers program provides them with a new pair of sneakers for each year that they compete a checklist of follow-up appointments and needs on the anniversary of their treatment completion to encourage proper follow-up care and prove that Unituxin walks with patients beyond treatment.
This program is particularly timely with Unituxin’s new adult indication as the shoes are updated yearly to stay age appropriate and Vans, the chosen shoe partner, is popular across age groups.
brave little explorers
Art Director: Madison Grube
Copywriter: Kayla Schwab
Agency: Neon
Client: Unituxin
Unboxing
At treatment completion, the patient’s parent/guardian will receive an enrollment form and request for the child’s shoe size. The first box they receive (shown below) features a pair of sneakers meant to be colored in by the patient for customizability.
Long Term Care Guide
In each box the patient will receive a long term care guide to help them stay on track and ensure that they receive their next pair of sneakers. The box also includes a calendar (not shown below, but shown in unboxing video) to keep track of upcoming follow-up appointments.
Sneakers
Two methods of production were attempted in the creation of these prototypes: screenprinting and heat transfer. For the purposes of larger scale production, heat transfer is easier executed, while screenprinting feels more unique to each child as no two pairs are identical. Given a canvas pair of Vans, both methods provide a solid base for a child to color-in for customization if they please.
To read The Big Adventures of Little Skivolo click here