- Pharma and healthcare
- Kazakhstan
- 2026
“Newborn. Instructions for Use” leaflet for Bepanthen
“If only the maternity hospital handed out instructions for the baby,” young mothers often say. For Bepanthen, we made exactly that: a printed leaflet that describes a newborn as a complex technical device, with a package contents list, a set-up period and care for the model's components. Behind the playful format are real tips on caring for a baby's skin and the product's role in that care. In Russian and Kazakh.
Starting point
Leaflets in pharmacies and maternity hospitals are usually read once and thrown away. A young mother already has plenty of information; what she needs is something she wants to return to in the first weeks with her baby.
What we learned about the audience
In the first weeks after giving birth, a mother feels lost and is afraid of doing something wrong. She lacks a clear “manual”, and humour helps her accept that nobody is expected to know how to be a parent right away.
Task
Give mothers a memorable printed piece they would not want to throw away and explain the product's role in caring for the baby's skin.
Solution
- 01
Creative concept: an instruction manual for a newborn, with “package contents”, “getting started”, “set-up period” and “care for the model's components”
- 02
Sections on nappy rash: what it looks like, how to help the baby and how to change a nappy properly, step by step
- 03
A separate spread for the mother: caring for the skin of the breasts during feeding and which products are best avoided
- 04
“6 tips for mum in the first month”: support, not just recommendations
- 05
Bepanthen's role is built into the care tips: the ointment at every nappy change and for the skin of the breasts
- 06
All tips are referenced to sources; medical proofreading; versions in Russian and Kazakh
Result
- What mothers gota leaflet they want to keep: clear tips for the first weeks with the baby
- What the brand gotthe product's role in daily care, inside a useful piece rather than an advertisement
- LanguagesRussian and Kazakh
What worked
- The instruction manual metaphor: funny, recognisable and immediately clear why the leaflet is needed.
- Usefulness, not advertising: the tips were checked by a medical editor and backed by sources.
- Care for the mother, not just the baby: sections on her well-being and the skin of her breasts.
Client testimonial
Throughout our cooperation, the Teller Kazakhstan team has shown a high level of professionalism and a deep understanding of the pharmaceutical market and its communication requirements. Thanks to Teller Kazakhstan's work, we were able to build active and loyal communities around our brands, increase their awareness among the target audience and establish a stable presence in Kazakhstan's digital environment.
Team
- Ekaterina LoganovaArt director
- Ainur NaurbekovaProducer
- Maria MityashinaMedical editor
Request
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