Malnutrition Awareness Der Wettbewerb ist beendet

Raise awareness of elderly people and their relatives about malnutrition

Start 28. Oktober 2016 Ende Sonntag, 13. November 2016, 23:59 Uhr UTC Beratung Ergebnisse Dezember 2016
28. Oktober 2016
Sonntag, 13. November 2016, 23:59 Uhr UTC
Dezember 2016


Some elderly people think that having less appetite and less strength is normal after 60 years old. They think that eating less is normal since they have less physical activity. They say: “I don’t have dinner anymore, I eat just a soup” or “I have been feeling a little tired lately”. Yet these symptoms (having less appetite, feeling less strong, walking slowly, losing weight) are signs of frailty and could be linked to malnutrition. While seniors don’t really pay attention to these symptoms, they are very important to notice as they might lead to more serious problems, and particularly to progressively losing their autonomy.

Families and caregivers in general have a big role to play, as they might be the ones who notice changes in the behavior of elderly people close to them. 

Nutricia provides a medical nutrition called Fortimel that helps supplement the needs of malnourished people, in addition to common nutrition. It’s sold in pharmacies, after it’s been prescribed by physicians. Pharmacists are the key people to go to when looking for advice on malnutrition.

Nutricia does not want to promote its products. What they are looking for is a way to raise awareness about malnutrition and convince people who might suffer from it or their relatives that they should talk to their pharmacist about how they feel. The pharmacist can then help them find solutions.

We want to let elderly people know that they are at risk of frailty and malnutrition while they wish to remain autonomous for as long as possible.

Nutricia's campaign is therefore called "Nutri-autonomie: Nutrition to support autonomy". In the past, the approach used was to show grandparents with their grandchildren and a tagline that said: All your strength will be needed to take care of the little one! This approach is considered a cliché and we’d like you to think beyond this approach.

The tagline says: “All your strength will be needed to take care of the little one!”

Kreative Herausforderung

In an impactful poster that does not feature the product, make elderly people or their relatives realize they may suffer from malnutrition and encourage them to take action.

In France, estimates show that about 15% of people above 65 years old are frail. They are neither very old, nor very ill. They, and their relatives, don’t want to see scary posters about their age and their condition. Your poster mustn’t scare them or use bad humor.

Instead, you should let them know with metaphors, analogies or any other way that feeling weak, losing weight, having less appetite than usual and walking slowly are not normal and can be addressed. The message to convey is that they may be suffering from malnutrition, a problem that needs to be taken care of, with the help of their pharmacist.

Most people who are frail are not aware of it. They have never heard about malnutrition and they think it’s normal to feel weaker as they get older. Make them realize it’s not normal and that something can be done.

You need to find an approach that relates to elderly people or their relatives (family or caregivers) and makes them think: “That’s right… he/she/I might be suffering from malnutrition. Yet I want to remain autonomous . I need to do something! Let’s talk to the pharmacist about it.” 

The quality of the image is not super-important. What matters is that you spend time on the thinking: how do you make people wonder about the symptoms they suffer from and how do you convince them to talk to people who can help? To do so, the tagline that you will write matters. It should sum up your idea in a catchy line.

Remember, you can’t show the product (because medical nutrition can’t be advertised)! Don’t talk about the product either. Nothing like “tastes great” or “gives you strength” should appear on your poster. Only the Nutricia logo should be featured in your poster. The color code to use is RGB 78 38 131, Pantone 268 (the primary purple) and RGB 146 131 190, Pantone 2655 (the secondary purple).

Please explain your idea and why you think it does the job of changing people’s minds on a separate page of text.  

The best posters will be used as inspiration for a final poster that will be used in pharmacies in France.


Die Beispiele sind nur dazu da, dir eine konkretere Vorstellung von unseren Erwartungen zu geben. Bitte verwende sie nicht in für den von dir eingereichten Beitrag, da er sonst abgelehnt wird.

A bad example is a poster that shows a smiley senior couple with grandchildren, all of them riding bikes. The tagline says: Stay healthy! It’s not new, and there is no call-to-action to talk to your pharmacist.


Jury Preis

  • #1 Preis 3.000 €
  • #2 Preis 1.500 €
  • #3 Preis 500 €


Poster: a key visual and a tagline + text to explain your idea.


The winners will be those that provide a new way to address the question, away from the clichés and the scary visuals. Winning posters will have the right balance of being easy to understand by elderly people and reassuring for pharmacists.


Leitlinien für diesen Wettbewerb

  • Do NOT feature the product Fortimel.
  • Your entry should be in English or French
  • Only the Nutricia logo should appear on the posters. Download it from the toolkit.
  • Make sure your idea is new by doing some quick research.
  • Make sure your idea does not cause fear or anxiety. Avoid the use of negative adjectives such as “frail” or “malnourished”.
  • Entries should be in Englisch und Französisch
  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

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