Little Gems came to us as one of the most genuinely thoughtful briefs we have received. The observation behind it was simple and completely accurate — children sitting in a doctor’s waiting room are bored, anxious, and have nothing to do with that energy. Mankind Pharma’s Paediatric department wanted to change that waiting room experience into something a child would actually remember positively, and build a recurring monthly moment that connected patients, parents, doctors, and medical representatives around something human.

The concept we helped bring to life runs on the 14th of every month. Medical representatives set up branded wall posters and QR codes at participating clinics. Parents scan the code to upload their child’s drawing. Doctors review the submissions and select the winner for that month. A waiting room becomes a gallery. A clinical visit becomes something a child talks about on the way home.

Executing this required building an entire ecosystem from scratch. A dedicated app with three separate portals — one for parents to submit drawings, one for medical representatives to manage clinic setups, and one for doctors to review and select winners. A website housing the full programme. Branded poster design for clinic walls. And an explainer video produced specifically for medical representatives walking them through how to initiate and run the activity at each location.

Every piece was built to Mankind’s specification, integrated into a single coherent system.