The One Show
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Category
Innovation & Transformation / Innovation in Pharma
Annual ID
OS23_PH034M
About the Work
Lyme disease is a frequently misunderstood illness that requires significant resources to detect and treat—resources that are lacking in Black and Brown patient communities. When these patients are finally diagnosed, it’s being done based on neurologic and arthropathic symptoms because the more available early signs were either ignored or overlooked. In fact, many Black and Brown patients present in emergency rooms with a Lyme rash and are turned away, being told “there’s nothing there.” Complicating the issue, all the symptoms of Lyme disease (fever, chills, headaches, stomachaches, nausea, vomiting) exist in other diseases. Therefore, it can take a long time for the patient to find a doctor willing to invest the time needed to positively confirm exposure to an infected tick and accurately diagnose Lyme disease.
Since detecting a Lyme rash on Black skin is so difficult, we’re calling on technology to help make it easier. Introducing “The Lyme Bomb Detector.” This tool, fueled by artificial intelligence, enables people to check their skin for rashes and assess their risk using common smartphone camera technology. All they have to do is take a picture and the tool takes it from there by analyzing the image using a neural network model which has been trained with hundreds of thousands of photos with different variations of visual Lyme symptoms. The tool also uses photo-manipulation presets to provide a high contrast result—effectively revealing the previously hidden rash. We finally have a way for people of color to more easily and quickly identify the presence of a tick bite rash.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Eversana Intouch / New York
Production Company
VideoCubo.tv / São Paulo
Chief Creative Officer
Susan Perlbachs
Creative Director
Diana Krulik-Bentzen
Ivan Blotta
Ron Larson
Director
Seth Babin
Executive Creative Director
Nicholas Capanear
Illustrator
Sindiso Nyoni
Innovation
Abidur Rahman
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