Agency
BETC Paris
Client
Danone
Year
11/2025
Credit
Anne-Laure Brunner, Philippe Brandt, Alice TAKAGI, Elena Tallet, Cécile Chicaud, Alexandre Ben Soussan, Loumia Ferhat, PhD, Christopher Oldcorn, Kaïs Brahmi, Tristan Lenczner, Simon Carr, Alexander Choat, Macrine Bateman, Juliette Meneux, Romane Bouvrain, Quentin Lanoizelet, Lucie Munsch, Molca Bey, Juhwan Yun
IRON UP!
What happens when a colour disappears?
Iron deficiency is the leading cause of anemia, affecting more than 40% of children under five worldwide. Yet its symptoms often go unnoticed. So on November 25th, 2025, BETC launched the Disappeared Campaign for the program Iron Up!, powered by Danone. Instead of explaining the problem, we made it visible: by making red disappear from social feeds, logos, TV screens and influencer content, symbolizing the iron quietly disappearing from millions of young bodies.
In just 24 hours, 620,000 parents visited the screening website to check their children’s iron levels. A reminder that when creativity highlights what’s missing, it can drive real action.