Mummy Needs Me: The Diary of a 13-year-old Caregiver
10. Media Kancils [10.3 Best use of print & conventional outdoor]
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Links:
https://play.google.com/books/reader?id=b3SaEQAAQBAJ&pg=GBS.PP1&hl=en
Product/Service:
Physical book + e-book
Client:
Income Insurance Singapore
Brief:
When a parent gets cancer, the child suffers too. Not from the disease itself, but from everything it takes away.Children take on responsibilities beyond their years. They hide fears they don't want to burden their parents with. And while families rally around the patient, what the child is going through often goes unseen.Our research revealed a painful disconnect: 93% of children felt the emotional burden of a parent's critical illness was heavy, yet only 5% of parents recognised children as carrying the heaviest burden.The problem wasn't that children had nothing to say. It was that parents couldn't see what was left unsaid.How could we help parents understand the emotional reality their children were living through, and spark conversations that families often struggle to start?
Solution:
For generations, bedtime stories have helped parents explain a difficult world to their children. We created one that did the opposite.Inspired by the real experience of a 13-year-old caregiver, our Malaysian team brought Mummy Needs Me to life as an illustrated children's book, created with a child psychologist to help families talk about illness, fear and even death.Designed to be read together, it gave children a voice and parents a window into unspoken feelings.The story was also shared as a social diary told through a child's eyes.Soon, parent influencers, patients and caregivers began sharing themselves reading the book with their children, turning a private bedside story into a wider conversation about the emotional burden children often carry in silence.Because a book could do what awareness campaigns couldn't: bring parent and child together, page after page, one conversation at a time. A bedtime story that helped children feel seen. And helped parents finally see them.
