The principal concept of this campaign is based on a Mexican children’s game called “Bote Pateado” (Kicked Can, in English), a hide and seek game with a twist: the ‘seeker’ has to find the other players, but if a player kicks the can out of its original base, the ‘seeker’ has to go and pick it up to place it back, giving the already found players time to hide again. When a player kicks the can has to shout “1,2,3 for me and my all my friends”

The campaign slogan: “1,2,3 for my health which is in… (an advice)” aims to send playful messages to Mexican children to motivate them to take care of their health in a trice.