KKH — Spinal Muscular Atrophy (SMA) Newborn Screening

KK Women's and Children's Hospital (KKH) needed to help new and soon-to-be parents understand Spinal Muscular Atrophy (SMA) and why early screening matters — and to support informed consent for Singapore's National Expanded Newborn Screening Programme. We led the campaign end to end: shaping the messaging and distilling complex clinical information into clear, reassuring copy; developing the visual identity, art direction and a cast of simplified, characterful illustrations with distinctive, recognisable looks; and producing every deliverable across formats — a bilingual animated explainer in English and Mandarin, and a fully designed bilingual brochure. A warm, vibrant evolution of KKH's branding unifies video and print into one cohesive system, giving a sensitive subject a tone parents can approach with confidence.