ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Project Courage
Agency RPA Advertising / Los Angeles + American Honda Motor Co., Inc. / Torrance + Lime Studios / Santa Monica + Helium / Santa Monica
Category
Design for Good / Advertising - Single
Annual ID
ADC101_DFG024B
About the Work
In 2019, our client challenged us to think up an idea more powerful than a charity donation. Our answer, Project Courage, is a national initiative aimed at reducing stress and anxiety for children in the hospital. For Project Courage, we created the Honda Shogo, a small electric vehicle made just for kids in hospitals that allows them to drive themselves down the hallways to their treatments, turning what could be a stressful journey into a fun ride.
To bring the Honda Shogo to life required a collaboration between a team of engineers at American Honda Motor Company and a team of medical professionals at Children’s Health of Orange County (CHOC). Each feature of the Shogo was built around the specific needs of hospitalized children—including patients with mobility challenges and patients who require continuous support from a ventilator or IV drip. There is a push bar that allows staff to push patients unable to drive themselves. There’s even a working horn with encouraging sounds and a customizable license plate.
Medical professionals at CHOC have seen dramatic results from the use of the Honda Shogo. Dr. Peter Yu says, “You can really see the impact that the Honda Shogo has made in a patient when you speak to them after a ride. They have more energy and excitement. It is a great tool to help engage patients and get them back to full health.” This is only the beginning for Project Courage.
More vehicles are being rolled out across the country this year as Honda remains committed to improving the lives of young patients.
In this film, we see the dramatic impact that driving the Honda Shogo has on hospitalized children. The smiles and laughter it brings them not only impacts their lives and their families, but also helps them
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
RPA Advertising / Los Angeles
Client / Brand
American Honda Motor Co., Inc. / Torrance
Production Company
Helium / Santa Monica
Post Production Company
Lime Studios / Santa Monica
Freelancer
Jenn Pearse
Associate Creative Director
Jon Murray
Matthew Pullen
EVP, Chief Client Officer and Director of Operations
Brett Bender
EVP, Chief Creative Officer
Joe Baratelli
EVP, Chief Production Officer
Gary Paticoff
Management Supervisor
Denis Telalovic
Sr. Account Executive
Elaina Baker
Sr. Art Director
Juarez Rodriguez Sr.
Sr. Copywriter
Marcos Bothelho
Sr. Producer
Whitney Young
SVP, Director of Video Production
Selena Pizarro
SVP, Executive Account Director
Fern McCaffrey
Video Production Coordinator
Will Conover
VP, Creative Director
Sarah May Bates
VP, Director of Business Affairs
Maria Del'Homme
VP, Group Creative Director
Ken Pappanduros
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