Compleat celebrates tube-fed children
Featuring Sesame Street’s Elmo, the campaign aims to promote understanding of tube feeding nationwide, including chance for parents and caregivers to create personalised song.
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Compleat, a leader in tube feeding nutrition, debuted What Is Better Than How, the first-ever song centered on tube feeding featuring Sesame Street’s Elmo.
This original song and accompanying video from World War Seven celebrate tube-fed children and delivers a simple message: what matters most is that children receive the nourishment they need, not how they eat.
Despite hundreds of thousands of people in the United States being tube fed, tube feeding still remains widely misunderstood, leaving the "tubie" community feeling isolated and unseen. Through the campaign, featuring Elmo and his signature warmth and curiosity, the song encourages all of us, the village that surrounds caregivers and their children, to recognise tube feeding as one of the many ways people receive nourishment.
"As a leader in tube feeding nutrition, Compleat believes every child deserves to be seen for who they are, not defined by how they eat," said Priyanka Malhotra, Director of Marketing for Compleat at Nestlé Health Science. "By bringing this experience to life with Elmo, one of the world's most beloved and iconic characters, Compleat hopes to foster greater awareness and representation thereby shifting the conversation around tube feeding to a shared cultural understanding rooted in connection and belonging."
Credits
View on- Agency Accompany Creative
- Production Company World War Seven
- Director Eros V
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Credits
View on- Agency Accompany Creative
- Production Company World War Seven
- Director Eros V
- Editing Church Edit
- VFX Impossible Objects
- Color Ethos Studio
- Music Walker
- Executive Creative Director Richard Austin
- Creative Director Sidney Rogers
- Creative Director Dave Tomkins
- Creative Director Steven Williams
- Senior Producer Jane Minehan
- Executive Producer Greg Jaroszewski
- Production Designer Matthew Caserta
- Executive Producer / Head of Production Kat Garelli
- Line Producer Aaron Rosenbloom
- Production Designer Roxy Martinez Michaud
- DP Shannon Palmer
- Editor Flaura Atkinson
- Executive Producer Freya Hewett
- Senior Post Producer Hannah Smith (Producer)
- Post Producer Kim Bifulco
- Head of Production Sasha Pace
- Executive Producer Dottie Scharr
- Producer / Music Supervisor Samantha Zirin
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Accompany Creative
- Production Company World War Seven
- Director Eros V
- Editing Church Edit
- VFX Impossible Objects
- Color Ethos Studio
- Music Walker
- Executive Creative Director Richard Austin
- Creative Director Sidney Rogers
- Creative Director Dave Tomkins
- Creative Director Steven Williams
- Senior Producer Jane Minehan
- Executive Producer Greg Jaroszewski
- Production Designer Matthew Caserta
- Executive Producer / Head of Production Kat Garelli
- Line Producer Aaron Rosenbloom
- Production Designer Roxy Martinez Michaud
- DP Shannon Palmer
- Editor Flaura Atkinson
- Executive Producer Freya Hewett
- Senior Post Producer Hannah Smith (Producer)
- Post Producer Kim Bifulco
- Head of Production Sasha Pace
- Executive Producer Dottie Scharr
- Producer / Music Supervisor Samantha Zirin
In the song and video developed by Accompany Creative, Elmo visits families during mealtime and discovers the many ways children eat, from imaginative games and playful moments to different physical ways of receiving nourishment. The real families featured in the campaign live with the realities of tube feeding every day, and Compleat is proud to share their personal stories to help bring authentic representation to this community. The song celebrates that some people eat with a fork, some use a spoon, and some use a tube. This reinforces a simple message: it doesn’t matter how you eat, what matters is that you are nourished, loved and accepted.
“For more than 55 years, Sesame Workshop has helped children see themselves and others reflected in the stories we tell,” said Jennifer Ahearn, Senior Vice President, Global Strategic Partnerships, Sesame Workshop. “We’re proud to be part of Compleat’s campaign featuring Elmo, which shines a light on the tube-feeding community through a joyful and authentic story. Friends like Elmo have a unique ability to spark understanding, build empathy, and help children and families feel seen, included, and celebrated.” Beginning August 5, the song will be available at Compleat.com/WhatIsBetterThanHow, as well as on Spotify, YouTube and Compleat's Instagram, TikTok and Facebook pages.
Families can also personalise the experience with customisable verses that reflect their own feeding journey. This campaign reflects Compleat’s belief that real impact happens when a brand becomes an ally through listening deeply, acting boldly and remaining by people’s side through every step of their journey.
Additionally, the Nestlé Health Science Foundation has created a $50,000 grant via their employee engagement program to support Sesame Workshop. Compleat also advances its commitment to the tube-feeding community through partnerships with organisations including the Oley Foundation and the Cerebral Palsy Foundation.
