Parents are typically worried about how their kids react when they have to mingle or work with others. Here's a simple story about giving children the space and trust they need to learn and grow.
A child never grows if they're not given the freedom to think and learn problem-solving through trial and error. This is a simple story of a father learning to let go and witness his daughter's small, but significant, victory.
Parents often expect adult-level attitudes in their children. This short story is of a mum who is so particular about cleanliness, she does not see how she is denying her child the chance to develop basic skills.
We had a lot of fun creating this campaign for Wyeth Malaysia. We didn't want to go down the tried-and-tired route featuring extremely brilliant kids doing extraordinary things after consuming the product. We agreed that it had to be real, with real insights, reaching out to real parents. So based on the 3 key pillars of S-26, People Smart, Brain Smart and Body Smart, we wrote 3 stories based on the idea 'Let Them Learn', encouraging parents to give their children the best, but also the space to grow into their own.
