A back-to-school children's health campaign built around six invented superheroes, one for each habit: Hydro Hero, Flashing Floss, Mighty Man, Miss Brainy, Green Gobbler and Germ Zapper. It ran across digital, social, influencers and CRM alongside in-clinic superhero events, origami and comic workshops, and free paediatric health assessments, and was planned to run three to four months.