Briefly |
Cute Cure is a non-profit project supporting children who receive long-term medication in hospitals or at home. Its packaging adds emotional comfort, motivation and play to medical routines and won Platinum at the Pentawards.
The Cute Cure project won Platinum at the Pentawards
Chapter 1 |
RESEARCH & INSIGHT
Research with hospitalized children, parents, doctors and psychologists revealed a need for a story-based solution that gives children emotional comfort around medicine and strengthens their motivation to recover.
Chapter 2 |
SOLUTION & PROCESS
Solution: Volunteers from several disciplines created a packaging system with reward stickers for drips, pills, syringes and powder sachets. Twelve animal-character covers live inside a lion-shaped main box, letting parents or medical staff turn treatment into a motivating story.
Process: Children helped define the superheroes and the powers they needed. Their drawings informed the final reward stickers, making young patients active participants in the creative process.
Chapter 3 |
UNBOXING EXPERIENCE
Twelve animals become superheroes throughout treatment. Parents and doctors can build narratives in which each character faces difficulty and recovers. Every cover applies in two or three intuitive steps, so hospital staff can understand it immediately while children collect and play with their companions.
Chapter 4 |
SUSTAINABILITY & HOSPITAL RESULTS
Sustainability results: The main box uses partly recycled E-flute corrugated board. Medication covers use uncoated Maestro Print paper, while the necessary sticker layer is separated and recycled as plastic.
Cute Cure in hospitals: Hospital trials exceeded expectations. Children and parents felt more positive, medicine became less frightening, and staff gained a new way to build trust. Children collected the characters, turning treatment into a playful process that supports recovery with joy.
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