Imagine giving Healthcare Professionals the tools to turn an overlooked health issue into a movement for change.

Fresenius Kabi wanted to differentiate Thick & Easy™ Clear while helping dietitians and speech and language therapists tackle the very real consequences of dehydration and malnutrition.

The ambition went beyond product communication. We wanted to help make hydration impossible to ignore.

So we created a campaign that worked from the clinic to the community.

First, we equipped healthcare professionals with engaging multimedia resources that brought the importance of hydration to life. Then we took the message to a wider audience, developing a consumer website, supporting materials and animation to make the risks of dehydration easier to understand.

But awareness alone was not enough.

Our third phase turned information into action through Hydration Angels, a volunteer initiative designed to train people to support better hydration in care homes.

The impact was felt commercially and beyond. Thick & Easy™ Clear market share grew by more than 11%, while hydration continued to gain wider public prominence. The Hydration Angels programme was also piloted in care homes across England, creating a platform for wider rollout.

From a product challenge came something much bigger: a shared reason to put hydration higher on the healthcare agenda.